Overview

• Advertisers are cautious this upfront season, seeking flexibility in contracts due to fears of a tariff-induced recession and economic uncertainty.
• Live sports advertising continues to thrive, with major events like the Super Bowl, NBA games, and the Winter Olympics anchoring upfront commitments.
• Streaming platforms outpaced traditional TV in ad revenue last year, with commitments growing 35.3% to $11.1 billion, a trend expected to continue.
• Media sellers, including NBCUniversal and Disney, are leveraging marquee live events and star-studded presentations to attract hesitant buyers.
• The upfronts have been scaled down to three days, reflecting cost-conscious strategies and shifting priorities in a challenging economic climate.