The State of Upfronts 2025: Who’s Spending and Where
If you’re in the business of planning media buys or closing new accounts, Upfronts 2025 offered more than just sizzle reels—they revealed exactly where ad dollars are headed next. This year’s presentations carried high stakes: economic uncertainty, evolving audience behaviors, and increased pressure than ever for media plans to prove ROI. For agency teams and media sellers alike, Upfronts 2025 served as a real-time map of which platforms are doubling down, which ones are pivoting, and which ones your clients need to be watching (and buying into).
t’s not just about who showed up—it’s about what they showed, what they sold, and what it signals for the back half of the year. Whether you’re working with challenger brands, legacy advertisers, or growth-stage clients, this year’s event cycle offers clear direction for prospecting and planning.
Here’s what you need to know about Upfronts 2025 (and what to do next).
Budgets are shifting—not stopping
According to Deadline, TV ad spend is projected to dip by $4 billion during Upfronts 2025, but that doesn’t mean brands are sitting out. They’re just being smarter—less spray-and-pray, more performance.
- What to do: Prioritize platforms offering cross-screen flexibility and measurable ROI. Advertisers want real numbers, not reach for reach’s sake.
NBCUniversal: Go big or go home
At Upfronts 2025, NBCU brought the heat with live events like the Olympics, Super Bowl, and yes, even BravoCon. It wasn’t just flash—Seth MacFarlane hosted, Snoop Dogg performed, and the message to advertisers was loud and clear: we’ve got culture-shaping, can’t-miss moments.
- What to do: Got a client looking to make noise? NBCU’s live inventory is prime real estate. Don’t sleep on Peacock—it’s officially ad-forward.
Disney: All about the ecosystem
Disney used Upfronts 2025 to showcase the power of its bundle, from ABC to Hulu to ESPN+. They pitched updates to The Bear, teased new franchises, and spotlighted their live sports firepower.
- What to do: If your brand needs reach and resonance, Disney’s multi-platform ecosystem delivers both. Pitch it as a one-stop-shop for fan engagement.
Amazon: Star power meets scale
Michael B. Jordan and Arnold Schwarzenegger headlined Amazon’s Upfronts 2025, but the real star was their ad-supported reach—300 million global users and growing.
- What to do: Amazon is now a full-blown media machine. CPG, tech, and retail brands are already there. If your clients aren’t, it’s time to catch up.
Fox: Flying under the radar (and loving it)
Fox took a different tack at Upfronts 2025, ditching flashy presentations for a “show-me-results” approach. Between live sports and Tubi’s surge, they pulled in $1.67B in Q1 ad revenue.
- What to do: For clients craving efficiency, Fox is worth a closer look. Tubi’s ad inventory is affordable, flexible, and growing fast.
Streaming is the plan, not the trend
Upfronts 2025 confirmed it: streamers are maturing and monetizing. Netflix is focused on ad engagement. Max is chasing profitability. YouTube? Dominating living rooms.
- What to do: Use Winmo to monitor who’s moving ad dollars into streaming. Brands are asking different questions this year. Be ready with answers.
Live Sports: Still the GOAT
NFL on Christmas? Olympics in primetime? Live sports were the centerpiece of every major Upfronts 2025 presentation. They’re the last true appointment viewing—and that makes them invaluable.
- What to do: Sports sponsorships and ads offer unmatched urgency and scale. Use Winmo to find the brands spending here and get ahead of renewal season.
Upfronts 2025 proved one thing: buyers are getting surgical in their advertising approach. If you want your pitch to land, it needs to reflect this new reality: integrated, flexible, and tied to results.
