• by Wayne Friedman , Staff Writer, April 18, 2025

Despite tariff-related and economic concerns, a new survey finds 55% of advertisers plan to spend the same amount on TV and streaming advertising this year, according to new research from iSpot.

The survey found that 16% believe there will be declines in their budgets (1% to 49%), while 27% will see gains (1% to 49%). Just 1% said they see their budgets climbing by 50% or more.

Looking specifically at upfront commitments, overall optimism also shows that just 17% will lower their media budgets.

The survey also shows growing interest -- 53% -- for those media buys that reveal/connect to business outcomes. Another 27% are focused on “value” and 11% cite "verified ad delivery”.

The most popular way of buying that TV/streaming time? Demand-side platforms (62%). This was followed by publisher direct deals (58%) and “social” (51%).

Streaming still has major issues. Streaming platforms are lacking -- for the most part -- in a number of data areas. Many results are under the 50% level, such as advertising being offered with linear/streaming comparative data (41%); programming data (44%); and “attribution” data (48%).

The survey comes from 260 marketers representing 208 brands, including advertising and agencies, and was conducted from February 27 through April 2 of this year.

Does all this give a boost that the advertising marketplace would need to survive the dark clouds forming over the TV upfront advertising marketplace? Perhaps to an extent.

Presently, many cite that the economy -- currently -- isn’t all that bad. But the stock market indexes -- the Dow Jones Industrials, S&P 500, and Nasdaq -- are dramatically lower, down around 12% or so from their higher levels.

Stock market pricing is now built in around “future” economic levels, predicting a slide, if not a recessionary economy.

Unlike other upfronts, however, this market one seems even more fragile -- especially with constant Trump Administration missives and changes to the whole tariff plan -- including one where highly focused consumer electronics products might not be subject to the biggest tariff rate issues.

Even amid calls for TV and streaming sellers to offer up more "flexibility" when it comes to upfront deals, marketers are still concerned that they will need to call an audible for a new play at the line of scrimmage during the upcoming upfront ad game.