Media Buying Briefing: Can principal media actually become the hero (for some) in upfront negotiations?

With upfronts season inching closer and closer by the day, the brick wall that is full-on economic uncertainty (due to the whiplash of on/off tariffs globally) will make for a possibly messy collision of circumstances. Interestingly enough, the use of principal media — somewhat of a boogeyman to many agencies who decry its use — could end up being a bit of an unwitting hero, ready to pull the marketplace out of the crash into said brick wall. 

The ups and downs on tariffs, brought on by a Trump administration that seems set to blow up global trade as it’s been done for the last several decades, have impacted some industries more than others — including heavy upfront advertisers like automotive marketers.

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