Ad revenue should stabilize for media companies in 2025 — if they have sports
The advertising market has positive momentum going into 2025 — especially for media companies with sports rights and tentpole live programming.
The advertising market has positive momentum going into 2025 — especially for media companies with sports rights and tentpole live programming.
Sports and live events such as awards shows reigned supreme in conversations with media executives who weighed in on their expectations for the advertising market in the year ahead. The end of the uncertainty surrounding the election has helped the outlook improve, too, they said.
And despite consumers fleeing the traditional TV bundles, with more ad dollars going toward streaming, executives emphasized that traditional TV is still important in discussions with advertisers, especially when it comes to sports.
Overall, executives said they expect stability in the market and are hoping to move past the slowdown in ad spending in recent years.
“Normalization is the right way to say it with the advertising market,” said Mark Marshall, NBCUniversal’s chairman of global advertising and partnerships. “With the election settled, a lot of companies feel the uncertainty over that has gone away.”
Rating: 5