Tariff uncertainty clouds outlook for US television’s annual ad-selling bonanza
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A view shows a signage of Comcast and NBC Universal in the lobby of the corporate headquarters of Comcast, in Philadelphia, Pennsylvania, US November 20, 2024.—Reuters
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LOS ANGELES: The threat of tariff -infected American recession is hanging on the annual clear sales season of the television industry, when companies advanced the Star Stud Pitch to Cox brands to spend billions of dollars on advertising on ads next year to advertise the brands.
Since Monday, presentations in New York have begun weekly talks, in which television networks and streaming services usually close to the largest part of their advertisement income for the year.
YouTube has promised Lady Gaga’s performance and is one of its biggest stars, Mr. Best. The NBC will host his offer at Radio City Music Hall and Warner Bruce Discovery at the Universal Medicine Square Garden.
But the shampane fuel parties will be against the backdrop of economic concerns, which will once again be created by US President Donald Trump’s tariff policies, which economists have warned that it can lead to recession.
Although major media companies have not reported any reduction in advertising demand, industry analysts have predicted that brands will reduce their costs due to consumer confidence.
Advertising on traditional television during research firm Emirate Projects could fall at $ 13.4 billion, which may be $ 4 billion less than last year, depending on the price level. The Trump administration is discussing agreements with several major trade partners, including China.
The worst situation of digital ads on online devices, the worst situation is that the costs will remain flat for about $ 13 billion, Emirates said. If the revenue is limited, digital ads may increase to $ 14.7 billion.
The data firm’s guidelines said that the bridgeback was already clear. The guideline said that advertising costs increased by 7.0 % in the first quarter compared to the same period in 2024, but future bookings suggest that growth could decrease by 3.0 % in the second quarter.
Media executives acknowledged that some brands could feel nervous, but said advertising costs could cost.
“The clients learned some important lessons during Covade, when many advertisers pulled back very quickly and then had to deploy these funds,” said Jeff Collins, president of advertising sales, marketing and brand partnerships in Fox. “And I think they are trying not to shock what’s happening now.”
Collins said the advertisers, who wait for the so -called “secretar” market to buy time at the last minute, sometimes pay for a double digit percentage increase in rates.
Karen Cox, president of advertising sales and partnerships at NBC Universal, said that brands that spend on ads during past misery, have maintained better sales and market share than others.
NBCU Parent Kamcost said in its latest revenue report that during the first three months of 2025, the advertisement was almost flat flat.
Buyer’s market
“At the time of the advertisement, sellers may need to give incentives on the terms of pricing and cancellation to win the business at the time of the advertisement, adding that ads such as cars and consumer goods will have the most impact on advertising,” said Bennes, senior analyst Ross Beans, a senior analyst at Emirates.
Greg Kahn, CEO of GK Digital Ventures Media Advisory Firm, said digital players such as Google’s YouTube or Facebook Parent Meta will potentially emphasize the use of artificial intelligence to help brands reach users more efficiently.
Many US companies have cut off or withdraw their annual predictions, citing uncertain commercial environment, including general motors, craft heins and bleach company chlorox.
Chlorox is estimating how much he spends on ad, CEO Linda Randall said last week on an income call. “We are strictly investing in our brands, but at what level we have the most meaningful, with the return we receive,” Randall said. Nevertheless, some media firms encourage.
Disney is expected to cross the annual advertising growth its previous 3.0 percent prediction, while Greg Peters, co -Flex co -Flex CEO, said the company did not see signs of relaxation in its previous talks in April.
The company does not disclose the advertisement of the advertisement, but the LSEG Project will bring 7 2.7 billion from the advertisement in 2025 by the Netflix. Netflix launched its advertisement powers in November 2022 and is still in the early stages of construction of the business. “This small pin is probably now provides some insulation to the market shifts,” said Peters, adding that Netflix expects advertising revenue will be doubled this year.
