What lessons should we draw from the 2025 Upfronts season?
The Upfronts season for 2025 has now wrapped up. TrinityP3’s Stephen Wright looks at the themes, lessons and callouts for all parts of the ecosystem.
CMOs and media buyers can breathe a sigh of relief – another Upfronts season has now concluded.
Traditionally built for the television networks (read: Channels 7, 9, 10) Upfronts have evolved from a few simple presentations featuring content bought from US studios into a full-blown months-long season where everyone presents.
TikTok, YouTube, Amazon, Mamamia, Are Media, heck, even the ABC* (which last time I checked doesn’t sell ads) is getting in on the Upfronts action…
For clients and agencies the Upfronts season has become more marathon than sprint. And after speaking with media buyers on the condition of anonymity, here are some key take outs from this season:
