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Trump Tariffs Timing Couldn’t Be Worse for Hollywood

Studios will begin their upfront talks with media buyers in the coming weeks — with billions of dollars at stake — right as major advertising buyers are reexamining their budgets amid global economic uncertainty.

President Trump on Wednesday afternoon declared what he called “Liberation Day”: Announcing wide-ranging tariffs that he argued will rebalance the global trade order, and in his words make America rich. Some major advertising categories, including automotive, consumer packaged goods, and food and drinks, are beginning to reexamine their spending as they crunch the numbers to figure out how the looming tariffs — and the possibility of an all-out trade war — will impact their businesses. “While the platform’s expanding reach among older demographics enhances its monetization potential, we think the growing supply of impressions across the broader CTV ecosystem could exert downward pressure on ad pricing, offsetting those gains,” Nathanson wrote.

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