Overview

• The 2025 TV upfront season begins under the shadow of potential recession risks tied to President Trump's tariff policies, causing advertisers to approach commitments cautiously.
• Live sports remain the most in-demand ad category, with networks leveraging major events like the NFL, NBA, Olympics, and Super Bowl to attract buyers.
• Streaming platforms continue to gain traction, with ad commitments surpassing traditional primetime broadcast and cable for the first time last year, a trend expected to persist.
• Advertisers are seeking greater flexibility in their deals, including cancellation clauses and the ability to shift spending between linear and digital platforms.
• Tech giants Amazon, Netflix, and YouTube are intensifying competition in the upfront market, presenting themselves as key players alongside traditional media companies.