The upcoming upfronts for media companies face significant challenges due to President Trump's unpredictable tariff policies. Advertisers, gathering in New York to assess future ad buys, express concern over how tariffs could impact their budgets and consumer spending. Industry executives predict a slowdown in ad spending growth, with indications that companies are preparing for possible economic downturns. The unpredictable nature of current policies makes strategic planning for advertising more complex, as they must navigate potential future costs in an increasingly volatile environment.
It's really bananas going back and forth like this. What we're hearing from advertisers is that they are still waiting to understand the impact that tariffs will have on their business and how it will impact people's willingness to pay more.
Trump's actions on tariffs led him to lower his ad-spending forecast for 2025. He sees ad spending growing by 3.6% in 2025, down from the 4.5% increase he projected in December.
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