Tariffs, Transparency and Tight Budgets: What Advertisers Need to Know Ahead of the 2025 Upfronts

Just as marketers were getting a grip on a post-cookie world, tariffs have entered stage left to stir up fresh anxiety. According to the IAB, a whopping 94% of advertisers are worried about how the Trump administration’s newly announced 2025 tariffs could impact their ad budgets. And with Upfronts season in full swing, it’s not exactly the ideal time for economic curveballs.

Spoiler alert: budget cuts may be coming, but they’re not coming for everyone equally.

Where the Cuts Are Hitting (and Where They’re Not)

New data from the IAB and eMarketer shows that advertisers aren’t slashing budgets across the board—they’re targeting specific channels. Social media is the biggest loser, with 41% of advertisers expecting to trim spend there. Linear TV and gaming are also on the chopping block (both at 24%), followed by digital display (20%) and online video (17%).

So where are brands not cutting (as much)? Connected TV (CTV) and digital audio. Only 12% of respondents said they plan to pull back from CTV, and just 14% from digital audio. These channels may be weathering the storm better thanks to their performance-driven nature and targeting precision — not to mention their growing share of consumer attention.

Publishers Are Holding Their Breath

Publishers, meanwhile, are playing it cool — at least outwardly. As Digiday reports, many are staying the course on forecasts, despite concerns about how tariffs could impact luxury brand budgets, paper costs and supply chains.

But make no mistake: there’s nervous energy beneath the surface. Some publishers are already seeing a preference for direct deals over open programmatic, a trend that predates the tariff chatter but is now accelerating. 

Flexibility Is the New Currency

According to CNBC, brands are increasingly demanding flexible terms — not just in TV but across all media. Uncertainty has CMOs leaning into performance-based models that allow them to pivot spend quickly. If the pandemic taught us anything, it’s that rigidity in media buying is a recipe for headaches (and wasted budgets).

Jonathan Gudai, CEO of Adomni, put it well: “Tariffs potentially create a dual impact — increased costs that may squeeze advertising budgets, but also greater need for targeted advertising as brands compete on factors beyond price.”

What Brands Should Do Now

In short: don’t panic, pivot. Brands that adapt their media strategies now will be better equipped to weather the volatility. Here are a few smart plays:

• Double down on measurable media. Channels like CTV and digital audio offer real-time optimization and better targeting, making them more defensible when every dollar is under scrutiny.
• Lean into flexibility. If your media partners can’t adjust to changing economic tides, it might be time to find new ones.
• Adapt your messaging. Tariff-era consumers are price-conscious and loyalty-wary. Communicate value, emphasize local sourcing, and connect authentically.
• Keep calm and plan smarter. This isn’t the first (or last) macroeconomic shakeup. But the brands that shift from spray-and-pray to data-driven strategy will come out stronger.

And hey, if you’re looking for a partner that offers performance marketing, omnichannel reach, and flexible solutions built for uncertain times… well, let’s just say we know a guy. 😉

The Bottom Line

Tariffs may be beyond your control, but how you respond isn’t. Upfronts season is a chance to reframe your media strategy, prioritize transparency and find partners who can deliver real outcomes — not just impressions.

Viant’s here to help you navigate the chaos with smarter, more resilient advertising solutions. And if you’re still making media plans like it’s 2019, now’s the perfect time to recalibrate.