MEDIA BUYING NO-NOs

Upfront Mistakes + How To Avoid Them

Happy Monday Peaceniks. Ready to buy?

“The 2025 Upfront” officially kicks off on today. But it truly started six weeks ago, when Spotter took the stage - with some of the biggest Creators from the Internets, to share their wares and show off some of today’s biggest TV channels.

As much as we pretend there are differences between “The Newfronts” and “The Upfront,” let’s be honest: It’s all one big video blur now. And as much as the sell-side wants to believe they drive the ad market, the buyers - now more than ever - hold all the power. And in this year’s Upfront, they may also be holding onto their cash.

So, what are the agencies, brands, and marketers thinking? What are the precarious pitfalls both sides need to avoid? Where is the big advertising puck headed this Upfront? To answer those questions and more, here is…

THE ESHAP 2025 UPFRONT PRE-GAME

(feat. iSpot, Comscore, Nielsen, Statista & Innovid)

The Good: 43% of Media buyers say they plan to increase their Media spending in 2025.

The Bad: 58% of buyers say they will keep Media spending flat, or spend less than last year.