Agency execs expect sports to push the upfront ’s pace, pricing with up to double-digit spending increases

While many ad buyers expect the amount of money committed in this year’s upfront overall across traditional TV and streaming to be flat if not down compared to last year, the sports side of the upfront is another story.

May 19, 2025

Agency execs expect sports to push the upfront’s pace, pricing with up to double-digit spending increases While many ad buyers expect the amount of money committed in this year’s upfront overall across traditional TV and streaming to be flat if not down compared to last year, the sports side of the upfront is another story. Additional coverage: Search marketing, once a relatively narrow and technical marketing discipline, is becoming much more wide-ranging amid AI adoption. Building ambitious, successful businesses outside the holdco model is more viable than ever. Here's who is taking advantage. The NFL is everywhere across the video spectrum, and it's leading the way for sports to be the centerpiece of upfront buying and selling. One year after the launch of Google’s generative AI search feature AI Overviews, publishers are recalibrating their SEO and referral traffic plans. From sister site, Glossy: Fenty enters Roblox retail race with shoppable gloss experience. Other things to know about Top Stories Ivy Liu Business of TV Agency execs expect sports to push the upfront’s pace, pricing with up to double-digit spending increases While many ad buyers expect the amount of money committed in this year’s upfront overall across traditional TV and streaming to be flat if not down compared to last year, the sports side of the upfront is another story. howdy! Generative AI How the semantics of search are changing amid the zero-click era Search marketing, once a relatively narrow and technical marketing discipline, is becoming much more wide-ranging amid AI adoption. Advertisement Sponsored by Piano The state of social media marketing for publishers Amid declining organic reach, publishers rely more on paid media, especially paid social, to meet their objectives. However, determining the most efficient and impactful ways to deploy paid social is challenging but ever-critical. howdy! Agency Culture The holdco exodus is becoming a founding, independent class Building ambitious, successful businesses outside the holdco model is more viable than ever. Here’s who is taking advantage. Sponsored by LiveRamp How data collaborations are unlocking scalable growth Companies like Live Nation and Instacart are using data-driven partnerships to fuel growth, leveraging first-party data to create unique value and drive market stickiness. howdy! Marketing in Sports Media Buying Briefing: In this year's upfront, sports is playing offense, defense and referee The NFL is everywhere across the video spectrum, and it’s leading the way for sports to be the centerpiece of upfront buying and selling. Advertisement Sponsored by Experian Why data connectivity matters for travel and hospitality Travel brands looking to enhance measurement, drive bookings and improve efficiency are investing in data connectivity and identity resolution as the key to sustainable success. howdy! Generative AI One year in: SEO lessons from publishers after Google’s AI Overviews One year after the launch of Google’s generative AI search feature AI Overviews, publishers are recalibrating their SEO and referral traffic plans. howdy! Marketing on Platforms As Pinterest improves ad platform, advertisers continue to increase spend While ad spend on Pinterest might be low, momentum among buyers is building. All Latest Stories

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