"“The upfront market is strong this year,” says Moss, vice president of global sales for Amazon Ads, during a recent interview. There may be some worries tied to macroeconomic factors, including fuel prices and the direction of the U.S. conflict with Iran, he says, but “there are always headlines” that may give marketers pause. Nonetheless, he says, “we are seeing really positive signals. It will be a healthy upfront season.”"
"Starting Monday, most major media organizations will hold showcases in New York that aim to woo millions in ad support from top marketers. Amazon will lead an event Monday evening, following similar presentations from NBCUniversal and Fox. The official kickoff comes just days after executives offered early views on whether the annual “upfront” sales season will be robust for video companies."
"Streaming has changed the business. Ad commitments to broadcast primetime for the 2025-2026 season fell 2.5% to about $9.1 billion, according to Media Dynamics, a consultancy that tracks upfront spending, compared with $9.34 billion in the year-earlier period. Dollars committed to cable fell 4.3% to nearly $8.68 billion, compared with nearly $9.1 billion in the 2024-2025 season. Meanwhile, dollars earmarked for streaming rose 17.9%, Media Dynamics said, to $13.2 billion, compared with $11.2 billion in the 2024 upfront."
The upfront advertising market is expected to be strong, with Amazon Ads reporting positive signals for a healthy season. Concerns exist around macroeconomic factors such as fuel prices and the direction of the U.S. conflict with Iran, but marketers may still proceed despite recurring headlines. The upfront season begins with major media companies holding New York showcases to sell large volumes of commercial inventory for the next programming cycle. Amazon is scheduled to lead an event, followed by presentations from NBCUniversal and Fox. Other executives urge caution because streaming has changed spending patterns. Ad commitments for broadcast primetime declined, cable commitments fell, and streaming commitments increased significantly.
Read at Variety
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