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What Scares TV Advertisers Most? Fears of Trump Tariffs, Sports Spending Will Drive 2025 Upfront
Anxious advertisers are likely to base 2025 TV upfront decisions on whether they are more frightened by Trump tariffs or missing out on sports
The diminishing dollars put a spotlight on a media industry that is changing quickly as more people gravitate to streaming video and other means of accessing their favorite programs, movies, news and sports events. Executives on both sides of the bargaining table acknowledge that downward pressure on streaming ad rates — spurred largely by a glut of new inventory coming into the market from Amazon Prime Video and Netflix — won’t be as severe as last year. The company next February will have hours of Winter Olympics, Super Bowl and NBA All-Star inventory to fill as well, meaning it needs to win support for programming that typically commands higher prices.
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