"For most media companies, recent upfront presentations the annual slate of content pitches to advertisers have been shaped by uncertainty, whether it be macroeconomic or geopolitical. This year, the shifts are coming largely from within. Media executives told CNBC that while they have been cognizant of global economic issues, like the Middle East conflict and rising cost of fuel, as well as the ongoing shakeup and consolidation in the industry, such topics aren't playing a big part in this year's discussions with advertisers."
"Executives said the focus this year has been on grabbing the biggest audiences and on how artificial intelligence is improving data and outcomes. That's all while the industry continues to navigate large-scale changes among the biggest players with Paramount and WBD set to merge and NBCUniversal having split off its portfolio of cable networks into the newly formed Versant."
"Overall, advertiser sentiment has remained very positive. I think after Covid and tariffs and wars, clients are used to navigating uncertainty,"
"None of the advertising heads that CNBC spoke with ahead of the upfront presentations noted cancellations or major pullbacks in spending. At most, advertisers are seeking flexibility in terms, they said. "To me, that means more of our media has to work harder and be accountable "
Recent upfront presentations for advertisers are being shaped more by internal industry shifts than by macroeconomic or geopolitical uncertainty. Media executives say global issues like conflict and fuel costs, along with industry consolidation, are not dominating current advertiser conversations. Comcast’s NBCUniversal, Fox, Disney, Warner Bros. Discovery, Amazon Prime Video, and YouTube are holding New York City events to sell next year’s programming. Paramount Skydance has completed smaller presentations. Executives emphasize capturing the largest audiences and using artificial intelligence to improve data and outcomes. Industry changes include a planned Paramount and WBD merger and NBCUniversal’s cable network portfolio being moved into Versant. Advertiser sentiment remains positive, with no major spending cancellations reported, though advertisers want more flexibility in contract terms.
#upfront-advertising #media-industry-consolidation #artificial-intelligence-in-advertising #programmaticadvertiser-terms #audience-measurement
Read at www.cnbc.com
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