Future of TV Briefing: Trump’s tariffs are making flexibility an upfront focal point yet again

This week’s Future of TV Briefing looks at how the mounting economic uncertainty has started to color considerations heading into this year’s TV and streaming upfront negotiations.

• The F-word
• Is the currency changeover over?
• Tariffs and Hollywood, tariffs and TikTok, TikTok and Amazon and more

I get that the advertising market is cyclical. But could it not have taken a little longer until the economic uncertainty narrative came back around to cloud the annual upfront negotiations? Alas, here we are.

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