Media Buyers Commit to Live Sports and Tentpoles at 2025 Upfronts Amid Economic Uncertainty

Media buyers are committing big dollars to live sports and tentpoles at the 2025 upfronts, despite ongoing uncertainty in the advertising world post-COVID-19. Companies are emphasizing flexibility in negotiations to adapt to economic changes, with a focus on sports, tentpole events, and ad tech. The market is leaning towards prioritizing live sports and tentpoles for their high-demand and attention-grabbing nature.