Trump Trade was a new meaning

Media companies stare economic uncertainty when advertisers and marketers start economic uncertainty.

This week Legacy Entertainment Giants including Comcast Nbcuniversal, Fox Corp. And Warner Bros. Discovery Will be presentations to advertising buyers about the selection of why you should commit money for your upcoming programs for sports, entertainment and news programs. Netflix And Amazon Prime Video replaces the field that holds its second annual pre -frags. Paramount Global kept his presentations with advertisers and agencies last week.

This year the missions are high when Chief Marketing Officers in brands that formulate emergency plans for a variety of results in relation to tariffs, inflation, consumer mood and other macroeconomic changes that could influence their expenses.

The developing cost landscape contributes to the existing headwind for the media industry: Pay TV subscribers flee to streaming options. And while streaming has achieved profitability for some companies, the services still have to prove to be lucrative like traditional bundle. In the meantime, the competition is stiff, since digital and social media players capture the lion's share of advertising collar.

Another year of the front frags will prove to concern the Covid Pandemic and Hollywood strikes. Last year, stabilization in an advertising market showed and the managers had previously announced that CNBC 2025 would be another year of normalization.

Instead, the industry tenses self and managers are well dismissed their pitch for the moment.

“The media are more complicated in the landscape, which is defined by inflation, regulatory uncertainty, changed schedules for the market and serves as this backdrop for the season,” said John Halley, Ad-Sales boss at Paramount. “In such moments of uncertainty there are very few places that offer the range, brand security and the effects of the Paramount portfolio. This is an important point that you can take on such a market.”

In interviews with the top ads among the Legacy media companies, managers have certainly advertised fixed content and reliable spectators in order to demonstrate the importance of advertising in uncertain times. Many managers said they had no “material” withdrawal in advertising expenses that had been feared.

The main categories during the preliminary distances are live sports, they said. Live events, such as award ceremonies and so-called “must-see TV”, will also be a big factor for discussions.

“Sport has a halo in life [TV] In general, “said Gina Reduto, Executive Vice President for AD strategy at NBCUniversal.

Although the general entertainment in the ratings put behind sport, the shows like Warner Bros. Discovery's “The White Lotus”, which caused a steady number of spectators and checked the cultural conversation weekly.

“I think [product]”, Said Rita Ferro, Disney's President of Global Advertising.” This is the understanding of the parameters that we deal with and what effects this have in terms of pricing. “

Media Manager CNBC said the concerns that President Donald Trump's trade war could not yet lead the prizes to the advertising expenditure. Quarterly reports for media companies have to reflect a decline in expenses due to tariffs, although the decline in the linear TV bundles has weighed financial data.

WBD does not yet have to see “material cuts” of his advertising volume, said Ryan Gould and Bobby Voltaggio, the president of the US advertising company.

“The feeling on the market is not really an indication of what we are currently seeing. But you know that the future state of effects must obviously still be known,” said Volaggio.

Jeff Collins, Fox President of advertising sales, repeated his colleagues: “Every customer we talk to has has his scenario planning for various things that could happen.

“Obviously you have to have a plan and everyone has plans,” said Collins. “But until your business has a kind of tangible impact, we have not seen anyone who really searches for retreat.”

Disney Ferro said her team has spent additional time with advertising partners in the past few months and discussed various scenarios in which tariffs could influence different categories and products. She added that she was put into operation in the so -called “war rooms”.

Ferro told specific conversations with a mobile phone company (which she refused to emphasize the volatility of trading policy: The telephone company on Friday in mid-April decided to get an order for around $ 1.5 million in advertising for the month in view of the tariff exposure. This weekend, the Trump administration frees smartphones and other devices from the tariff system.

“So on Monday this deal, which disappeared on Friday, went to order,” said Ferro.

“It is literally in real time what happens. I think there are many scenarios that go through and it is very in real time,” said Ferro.

The data company EMARKETER estimated that the traditional TV advertising expenditure during the demands will decrease by 2.78 billion US dollars and 4.12 billion dollars, depending on the seriousness of the tariff effects. However, the expenditure for streaming in these annual discussions will be more stable, with EMARKETER expects growth of $ 1 billion in this category. Media companies sell advertising for both platforms.

This gives the advertisers the upper hand when negotiating prices with the exception of sports content. It is likely that the companies that are more affected by the loss of pay TV subscribers are willing to reduce their pricing, said Jonathan Guddai, CEO of Adomni, a digital advertising platform.

The advertising data company Edo said that since Trump's announcement to tariffs has already been withdrawn from the estimated advertising expenses in the automotive and various retail and consumer sectors.

At the same time, consumers' concerns have led to higher advertising effectiveness with higher prices. For example, brands for household appliances lowered the estimated expenses of 30%, but the reaction of consumers to ads increased by 77%.

Media managers who had largely refused to discuss pricing are all data from companies such as EDO in discussions with advertisers who are increasingly looking for tailor -made, targeted buyers as for mere public size.

“Advertisers say: 'I want to buy a very specific audience.' That's why the results are so important, “said Kevin Krim, CEO from Edo. “You have to have a very detailed view of what you are willing to pay for.”

All of these factors play a recurring question for the advertising market: Are the annual pre -frags still important?

“I've been in business for about 30 years and the question, we still need it in advance [presentations] Occurres every year, ”said Fox 'Collins.

The answer for traditional media giants this year could be: more than ever.

“This is the last moment when you want to end advertising because, as you know, you have to try more,” said Edos Krim.

Crimean added that the need for flexibility makes real -time data more important: “You cannot use the model of the past year.”

He also said that the notification of the programmatic purchase could continue to shift and media companies on a “level competitive conditions” with digital companies such as Meta, Amazon and Google. Although these tech companies were giants in the advertising area, they have started to unveil the beginnings of cracks in their advertising companies.

The annual presentations could also limit the purchase for some of the constant favorite categories.

Reduto from NBCUNIERSAL said CNBC that the blocking of advertisements during the pre -deflected “gives the opportunity for advertisers the opportunity to guarantee that they have access to things they know to really increase sales”.

At the beginning of this year, Mark Marshall, chairman of NBCuniversal of Global Advertising and Partnerships, shared in a letter in which the upcoming table of large sporting events, including the Super Bowl, Olympics and the World Cup, was shown as evidence of the benefits of Uppers.

“From the point of view of the advertisers, I still appreciate the ability to include the franchise positions that you want to own, lock them up at desirable prices and enable flexibility,” said Collins.

Disclosure: Comcasts NBCuniversal is the parent company of CNBC.