Advertisers remain committed to securing inventory in advance. But tariffs and macroeconomic uncertainty will lessen demand during this year’s upfront negotiations.

Key Question: How much money will advertisers spend on upfront TV and digital video ads?

Key Stat: Depending on the severity of tariffs, US linear TV upfront ad spending will decline between $2.78 billion and $4.12 billion during the 2025 broadcast year.

This report can help you develop media strategy and allocate budget for campaigns (brands and agencies).