The upfront advertising market is currently prolonged as many agency networks complete negotiations, while independent agencies approach 75% completion. Despite concerns over tariffs and geopolitical upheaval causing fears of declines, spending has increased compared to expectations set in early spring. Negotiating complexities arise due to decreased transparency from media companies regarding pricing and volumes. Buyers note a distinct division in the market, particularly favoring companies with sports content, who benefit from significant CPM increases, while others continue to struggle amidst ongoing negotiations.
Each year it's getting harder to get intel on volume and pricing variances as the major media companies are disclosing this info. less and less.
It's a complex story. We're done with the majority of our marketplace in terms of the dollars we're going to write, but there's a long, long tail that we're slowly finishing.
This year's upfront has been a tale of two markets - those with sports inventory and then everyone else.
Those companies with sports properties are the big winners, garnering CPM increases in the mid-single to low-double digits depending on the.
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