Forecasting the Upfront: What 2025-2026 Means for Advertising Investment Amid Economic and Technological Shifts

The 75page report offers a comprehensive review of marketplace trends economic pressures media forecasts and investment shifts across all major channels Below we spotlight the four primary forces that will shape 20252026 Upfront commitments and the strategic imperatives for navigating them1 Economic Uncertainty and TariffDriven HeadwindsThe reintroduction of tariffs by the Trump administration targeting imports from China and Mexico has rattled economic confidence across the retail automotive and ecommerce sectors Advertisers are already reacting According to industry surveys and analysis cited in The Myers Report a significant portion of marketers anticipate reducing media budgets by 6 to 10 in the second half of 2025For network and streaming sellers this means tougher conversations in the Upfront Discretionary categories are pausing waiting or reallocating toward shortterm ROIdriven campaigns While some premium events notably sports will maintain commitments general entertainment categories are facing contractionamp8220The question isnamp8217t amp8216whatamp8217s your CPMamp8217 anymoreamp8221 notes Jack Myers in the reportamp8217s commentary amp8220Itamp8217s amp8216how fast can I cancel reallocate or prove performanceamp8217 Flexibility is the new currencyamp82212 PerformanceDriven Marketing Steals ShareRetail media Search Influencer Firstparty dataThe growth of performanceled commerceenabled media is accelerating a secular trend brands want results they can measure and models they can simulate According to The Myers Report retail media is expected to exceed 632 billion in 2025 up nearly 20 from the prior year absorbing dollars that would have traditionally flowed through Upfront commitmentsThis shift isnamp8217t temporary It39s systemic More marketers are building inhouse modeling tools connecting ad delivery directly to sales lift and pushing agencies to validate every dollar against commerce results This creates a chilling effect for traditional Upfront negotiations where longterm commitments often lack performance transparencyAs a result The Myers Report forecasts a moderate decline of 86 in total Upfront and NewFront commitments for 20252026 compared to the previous cycle particularly in general entertainment and scripted formats3 Media Fragmentation Complicates Reach and EfficiencyWith audiences splintered across hundreds of streaming apps social platforms and digital communities media buyers face a dilemma how to maintain efficient reach when traditional mass channels are erodingFragmentation has pushed advertisers to diversify their investments often reducing Upfront commitments in favor of programmatic buys influencer partnerships and experiential activations that offer agility and audience specificityThe growth of adsupported streaming FAST AVOD digital outofhome and commerce video further dilutes the share of Upfront dollars as attention becomes harder to pin downAccording to The Myers Report advertisers are looking to converged video solutions that combine linear CTV and digital into unified buys but are waiting for measurement consistency before committing fully in the Upfront window4 Technology and Targeting Planning in the Age of Predictive AIThe rise of AIpowered planning bid optimization and data integration is transforming the role of the buyer and redefining how media is valuedAgency holding companies like Publicis Omnicom IPG and Dentsu are now operating as predictive intelligence firms with clean rooms audience simulators and outcome modeling capabilities that allow them to challenge pricing cancel late and reallocate midflightThis is particularly relevant in the 202526 Upfront cycle where 39options39 clauses allowing buyers to cancel a portion of their commitments within designated timeframes are being pushed harder than everBuyers want performance and agility Sellers must respond with smarter packaging outcome guarantees and partnerships that reflect this new intelligence economyOutlook for 20252026 Upfront CommitmentsThe Myers Report outlines the following projections for yearoveryear shifts in Upfront and NewFront commitments by categoryamp160amp160While total advertising spend remains positive forecasted at 20 growth for 2025 by The Myers Report the structure of that spend is dramatically changing The Upfront is no longer the anchor Itamp8217s becoming one of many tools in a diversified datavalidated and increasingly realtime planning toolkitFor Media Leaders A Call to ActionNow is not the time to defend outdated models Now is the time to reinvent how we define valueAs outlined in the GotoMarket section of The Myers Report network sales organizations mustShift from transaction to transformationLead the currency and identity conversationsIntegrate creative and commerceValidate impact with independent insightsThis is a moment for strategic reinvention where performance meets trust agility meets transparency and sellers become partners in outcomesDownload the Full Reportamp128216 Corporate subscribers your full 75page PDF is available now Didnamp8217t receive it Contact MyersReportgmailcomamp128200 Not yet subscribed Purchase the full report for 2950 or subscribe to the 24report 2025 white paper series for 6000 one week only at 50 off Contact jmjackmyerscomamp160 for discountamp128073 wwwmyersreportscomamp128236 For speaking engagements strategy briefings or leadership workshops contact Jack Myers at jmjackmyerscom

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Forecasting the Upfront: What 2025-2026 Means for Advertising Investment Amid Economic and Technological Shifts

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Forecasting the Upfront: What 2025-2026 Means for Advertising Investment Amid Economic and Technological Shifts

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2025-2026 The Myers Report Economic Forecast on Marketing, Advertising and Media #7

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