TARIFF UNCERTAINTY CLOUDS OUTLOOK FOR US TELEVISION'S ANNUAL AD-SELLING BONANZA

Summary from the TLDR Marketing newsletter

The US television industry's annual upfront ad-selling season is underway amid economic uncertainty tied to potential tariffs. Analysts warn it could trigger a recession and depress ad spending. While NBCUniversal and Fox report stable demand, firms like eMarketer forecast a $4B drop in traditional TV ad revenue. Brands are cautious but wary of cutting budgets too sharply, recalling losses from past downturns. Digital ad spend may stay flat unless tariffs ease, in which case it could grow.