Q&A: The 2025 Upfronts Reflect a New Era of Multi-Platform Ad Buys
With prime-time TV viewership steadily declining and networks scaling back on programming, advertisers are rethinking their media buying strategies ahead of the 2025 Upfronts.
The traditional reliance on linear television is becoming less effective as audiences shift toward streaming platforms, social media, and other digital-first experiences. For example, live sports broadcasts are now drawing more fragmented audiences across multiple platforms, and major networks are investing in ad-supported streaming services to retain viewership. A trend that started to boom when the Hollywood Strikes happened two years ago.
These changes require advertisers to adopt a more diversified, data-driven approach to reach consumers where they are most engaged.
It has become more common for brands to re-allocate their marketing budgets to channels such as connected television (CTV), influencer partnerships, and programmatic advertising as prime-time TV is no longer the dominant advertising channel.
Brands like Nike and Pepsi are putting increasing resources into creator-led content on TikTok and YouTube, while others like the Detroit Lions invested in AI technologies that can optimize ad placements. Marketers should know about the trends to create a more agile and effective media strategy.
AdBuzzDaily spoke with Mark Zamuner, President of Juice Media, about navigating media buys on streaming platforms that often lack transparency in ad placement. With recent recovery trends in sports streaming post-strike, advertisers may need to adapt their strategies as traditional prime-time TV declines
With prime-time TV viewership on the decline and programming cuts increasing, how should advertisers adjust their media buying strategies to maintain reach and effectiveness?
Advertisers should take a strategic planning approach that maximizes effective reach against their key audiences. While traditional TV viewership declines and programing cuts increase, advertisers must embrace the opportunity to leverage platforms for more targeted advertising delivery. The key is to balance high-impact mediums, such as video rather than a banner. Audiences haven’t disappeared, they’ve just changed where and how they engage.
As the role of the Upfronts diminishes in ad planning, what alternative approaches can advertisers take to secure valuable placements and maximize ROI?
Having a balanced approach to buying (some fixed, some fluid) allows advertisers to hedge risk and identify areas of greater effectiveness in both pricing and outcomes. Secure specific programming, content, and integrations as core placements for long-term growth, while using the remaining budget to drive short-term results.
How can advertisers navigate media buys on streaming platforms, especially with uncertainty around ad placements and visibility?
Demand transparency in placements and hold back dollars when necessary. Advertisers have leverage, use it to push for program-specific direct IOs and insist on clear reporting. Approach platforms the same way you would approach traditional publishers.
What key trends in sports streaming and post-strike content recovery should advertisers be watching to refine their media strategies?
It feels like sports are dominating the conversation right now. Sports remain one of the best ways to reach a concentrated audience consuming content simultaneously. The impact of this behavior is crucial for advertisers—the cultural influence and The ability to access causality between advertising and business effect. If you want sports programming, make sure to secure your place early.
With HBO Max pulling CNN and sports from its ad-supported tier as part of its streaming pivot, what does this signal for the future of ad-supported streaming models, and how should advertisers adapt?
Advertisers should start recognizing that publishers are seeing their advertising marketplace become bi-modal: high demand, concentrated content and long tail content. The pricing and sales models for these two components will continue to evolve with publishers pushing for matched spends to support pricing for long-tail content that is otherwise fodder for programmatic bidding.
