"With the razzle-dazzle portion of the upfronts long over, the ad industry is now learning the impact of those presentations. Early indications forecast softer upfront deals than in years past, but what we're seeing is more complicated than that. Live sports remains one of the hottest commodities, with NBC boasting its biggest sports upfront ever. Fox showed growth in sports sales, while, over at Disney, even with upfront sports buying surging, overall sales were flat ."
"Opening up inventory We may be facing the largest scatter market we've ever experienced, which means dramatic growth in programmatic CTV. Both buyers and sellers will have to respond to take advantage. On the buy side, brands and agencies will have different criteria for making their CTV purchases. Smaller budgets need to provide a quick return. This means more discernment when it comes to inventory selection, as well as an emphasis on performance."
Live sports advertising commands the strongest demand with NBC reporting its biggest sports upfront and Fox showing sports sales growth, while Disney saw flat overall sales despite sports buying surges. Economic uncertainty and tariff instability have made brands reluctant to commit to large upfront buys outside live sports. Nonsports streaming inventory is becoming widely distributed across many channels, increasing scatter market opportunities and driving programmatic CTV growth. Buyers with smaller budgets will prioritize performance and precise targeting using refined signals, and publishers without premium sports rights will need to open more inventory for programmatic monetization.
Read at AdExchanger
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