Media giants’ annual pitch to advertisers kicks off in the Upfronts this week, and discussions are clouded by economic uncertainty. Media ad chiefs say chief marketing officers across industries are making contingency plans in light of the trade war. The trade war, inflation and other macroeconomic trends have cast a cloud on the ad market […]
Media companies are staring down widespread economic uncertainty as their annual pitch to advertisers and marketers kicks off.
This week legacy entertainment giants including Comcast’s NBCUniversal, Fox Corp. and Warner Bros. Discovery will stage presentations to ad buyers about why they should commit money to their upcoming slates of sports, entertainment and news programming. Netflix and Amazon’s Prime Video are crowding the field holding their second annual Upfronts. Paramount Global held its presentations with advertisers and agencies last week.
This year the stakes are high as chief marketing officers across brands formulate contingency plans for a variety of outcomes regarding tariffs, inflation, consumer sentiment and other macroeconomic shifts that could affect their spending.
The evolving cost landscape adds to the existing headwinds facing the media industry: Pay-TV subscribers are fleeing for streaming options. And while streaming has begun to reach profitability for some companies, the services have yet to prove as lucrative as the traditional bundle. Meanwhile competition is stiff as digital and social media players capture the lion’s share of ad dollars.
It’ll prove another year of Upfronts clouded by concerns following the Covid pandemic and Hollywood strikes. Last year showed stabilization in an ad market, and executives had earlier told CNBC 2025 was expected to be another year of normalization.
Instead, the industry is bracing itself — and executives are fine-tuning their pitch for the moment.
“Media becomes more complicated in the landscape that’s defined by inflation, regulatory uncertainty, shifting go-to-market timelines, and that serves as this backdrop for the season,” said John Halley, ad sales chief at Paramount. “In moments of uncertainty like this there are very few places that offer the reach, the brand safety and the impact of the Paramount portfolio. That’s an important point to make in a market like this.”
In interviews with the top ad chiefs among the legacy media companies, executives touted sure-fire content and reliable viewership metrics in an effort to demonstrate the importance of advertising during uncertain times. Many executives said they have yet to see a “material” pullback on ad spending, as had been feared.
Chief among the top categories during Upfronts is live sports, they said. Live events, like awards shows, and so-called “must-see TV” will also be a big factor in conversations.
“Sports is having a halo on live [TV] in general,” said Gina Reduto, executive vice president of ad strategy at NBCUniversal.
Although general entertainment has fallen behind sports in ratings, shows like Warner Bros. Discovery’s “The White Lotus,” which generated steady viewership and controlled the cultural conversation on a weekly basis, stand out.
“I think everyone knows that regardless of what happens, they still have to sell, they still have to move [product],” said Rita Ferro, Disney’s president of global advertising. “They say, ‘We still have to deliver products and services to our customers, and we have to do that in the best ways possible.’ That’s understanding the parameters we’re dealing with and what those implications are in terms of pricing.”
Big brands that have in some cases sat out for years the TV advertising frenzy around the biggest US sporting event — the Super Bowl — are returning Sunday and spending big amid record ad prices. It’s been a bumpy couple years marked by pandemic-era restraint and political polarization, but the American football championship offers an increasingly unequalled viewership too big to pass up.
Concerns that President Donald Trump‘s trade war could jack up prices have yet to translate into a pullback in advertising spending, media executives told CNBC. Quarterly reports for media companies have yet to reflect any decrease in spend due to tariffs, although the decline of the linear TV bundle has weighed down financials.
WBD has yet to see “any material cuts” to its advertising volume, said Ryan Gould and Bobby Voltaggio, the company’s presidents of U.S. advertising sales.
“The sentiment in the market isn’t really indicative of what we’re seeing currently. But you know, obviously, the future state of impact is yet to be known,” said Voltaggio.
Jeff Collins, Fox’s president of ad sales, echoed his peers: “Every client that we’re talking with obviously has their scenario planning down for different things that could happen. But I think one of the important lessons that they learned during Covid was not to overreact to uncertainty.
“Obviously you need to have a plan, and they all have plans,” Collins said. “But until there’s some sort of tangible impact to their business, we haven’t seen anyone really looking to pullback.”
Disney’s Ferro said her team has spent additional time with advertising partners in recent months, discussing various scenarios in which tariffs could affect different categories and products. She added chief marketing officers she’s spoken with are operating in what she called “war rooms.”
Ferro recounted specific conversations with a mobile phone company (which she declined to identify) that highlight the trade policy volatility: The phone company on a Friday in mid-April decided to pull an order for roughly $1.5 million in advertising for the month in light of tariff exposure. That weekend, the Trump administration exempted smartphones and other devices from the tariff scheme.
“So on Monday, that deal that went away on Friday went to order,” said Ferro.
“It’s literally in real time what’s happening. I think there’s a lot of scenarios they’re going through and it’s very in real time,” Ferro said.
Data firm eMarketer estimated traditional TV advertising spending during Upfronts will decline by between $2.78 billion and $4.12 billion, depending on the severity of the tariff impact. Spending on streaming in these annual discussions will be more stable, however, with eMarketer expecting $1 billion in growth in that category. Media companies sell advertising for both platforms together.
This gives advertisers the upper hand when negotiating pricing, with the exception of sports content. It’s likely the companies that are more affected by the loss of pay-TV subscribers will be willing to lower their pricing, said Jonathan Gudai, CEO of Adomni, a digital advertising platform.
Ad data firm EDO said there has already been a pullback on estimated ad spending in the automotive and various retail and consumer sectors since Trump’s announcement on tariffs.
At the same time, concerns from consumers on soon-to-be higher prices has translated to higher ad effectiveness. For example, home appliances brands cut estimated spending by 30%, but consumers’ responsiveness to ads rose 77%.
Media executives — who largely declined to discuss pricing — all said data from firms like EDO is key in discussions with advertisers, which are increasingly looked for tailored, targeted buys rather than sheer audience size.
“Advertisers are saying, ‘I want to buy very specific audiences.’ That’s why outcomes are so important,” said Kevin Krim, CEO of EDO. “You’ve got to have a very granular view of what you’re willing to pay for.”
Paramount ad sales chief, John Halley speaks during an upfront event.
All of these factors play into a recurring question for the advertising market: Do the annual Upfronts still matter?
“I’ve been in the business for about 30 years and the question of do we still need the Upfront [presentations] comes up every single year,” said Fox’s Collins.
The answer this year for the traditional media giants may be: more than ever.
“That’s the last moment that you want to quit advertising because, you know, you got to try harder, not sort of capitulate,” said EDO’s Krim.
Krim added the need for flexibility makes real-time data more important: “You cannot be using last year’s model.”
He also said it may further shift ad dollars to programmatic buying, putting media companies on a more “level playing field” with digital companies like Meta, Amazon and Google. Despite being behemoths in the ad space, these tech companies have started to reveal the beginnings of cracks in their ad businesses.
The annual presentations could also lock in buying for some of the consistent favorite categories.
NBCUniversal’s Reduto told CNBC that locking in ads during the Upfronts gives “an opportunity for advertisers to guarantee they have access to the things they know truly drives sales.”
Earlier this year, Mark Marshall, NBCUniversal’s chairman of global advertising and partnerships said in a letter that mapped out the company’s upcoming slate of big sports events, including the Super Bowl, Olympics and World Cup, as proof of Upfronts’ utility.
“I think from an advertiser perspective they still value the ability to lock in the franchise positions that they want to own, lock them in at desirable pricing, and be afforded flexibility,” said Collins.
Disclosure: Comcast’s NBCUniversal is the parent company of CNBC.
Evan Stewart, the Oregon wide receiver, faces a long recovery after tearing his patellar tendon, raising questions about his future in the 2025 season. His injury underscores a shift in how athletes approach rehabilitation, making recovery a prominent, tech-driven aspect of sports. Athletes are leveraging advanced therapies, including shockwave therapy, to enhance healing and minimize […]
Evan Stewart, the Oregon wide receiver, faces a long recovery after tearing his patellar tendon, raising questions about his future in the 2025 season. His injury underscores a shift in how athletes approach rehabilitation, making recovery a prominent, tech-driven aspect of sports. Athletes are leveraging advanced therapies, including shockwave therapy, to enhance healing and minimize downtime, moving away from traditional rest and ice methods. The competitive landscape demands that players not only recover but also showcase their resilience and improved performance. Stewart’s situation highlights a growing trend where recovery is a central focus, changing perceptions around fitness and readiness.
By the Numbers
State of Play
What’s Next
As recovery technologies evolve, expect more athletes to embrace visible, advanced rehabilitation methods that cater to a culture increasingly focused on performance and resilience. The impact of such approaches might redefine standards for injury management in sports.
Bottom Line
The era of discreet recovery is over; athletes like Stewart are at the forefront of a transformation that places recovery in the public eye, emphasizing both physical and mental resilience in the journey back to peak performance.
MECHANICSVILLE, Va., June 7, 2025 /PRNewswire/ — Following the recently announced sale of 13 facility management contracts to Sports Facilities Companies (SFC), Rink Management Services will continue to operate independently in the ice rink business, focusing on its seven leased properties, the development and management of a Holiday Village concept with ice skating, and assisting […]
MECHANICSVILLE, Va., June 7, 2025 /PRNewswire/ — Following the recently announced sale of 13 facility management contracts to Sports Facilities Companies (SFC), Rink Management Services will continue to operate independently in the ice rink business, focusing on its seven leased properties, the development and management of a Holiday Village concept with ice skating, and assisting with growth initiatives.
Tom Hillgrove, president of Rink Management Services, said, “We’re excited about the opportunities we see in this space and also about contributing to the growth of hockey and ice sports. In addition, our company will be managing three of the ten highest volume seasonal ice skating rinks in the United States.”
“I’ve currently been working with a group to build an ice rink at my alma mater, the University of Virginia,” Hillgrove said. “It is a thorough and very detailed process, but the group has made significant progress, and an ice rink associated with the University will be a great recreational benefit for the local community and the students.”
Hillgrove added, “Rink Management Services is excited to continue the work with Sports Facilities Companies on joint projects that benefit both companies, and to share its 25-year experience in the industry.”
About Rink Management Services
Rink Management Services has been successfully managing ice rinks for more than 20 years. It is now one of the country’s most successful ice rink management companies, with three of the ten highest volume seasonal ice skating rinks in the United States. The industry-leading firm is expanding its product offering, spearheading the development and management of a Holiday Village concept with ice skating.
Press Contact: Tom Hillgrove, (804) 363-1657, https://www.rinkmanagement.com/
SOURCE Rink Management Services
By Ace Vincent | Published 1 minute ago Video games have become more than just entertainment—they’ve become laboratories for innovation that spills over into countless other fields. When game developers solve problems like how to make virtual worlds feel real or how to keep millions of players engaged simultaneously, those solutions often find their way […]
By Ace Vincent
| Published
Video games have become more than just entertainment—they’ve become laboratories for innovation that spills over into countless other fields. When game developers solve problems like how to make virtual worlds feel real or how to keep millions of players engaged simultaneously, those solutions often find their way into everything from military training to retail marketing.
The gaming industry’s relentless push for better graphics, smoother interactions, and more immersive experiences has quietly revolutionized how we work, learn, and connect. What starts as a feature designed to make a game more fun frequently ends up transforming entire industries in unexpected ways.
From the motion controls that changed how we think about human-computer interaction to the virtual economies that influenced real-world finance, gaming innovations have a habit of escaping their digital boundaries. Here is a list of 16 video game features that didn’t just change gaming—they changed the world.
Real-time ray tracing in games like ‘Control’ and ‘Cyberpunk 2077’ has revolutionized how architects and product designers visualize their creations. The technology now powers everything from automotive design studios to real estate virtual tours, allowing instant photorealistic rendering that once took hours to compute.
Nintendo’s Wii controller sparked a revolution that extended far beyond gaming into physical therapy and medical rehabilitation. Hospitals now use motion-sensing technology to help stroke patients regain motor skills, while fitness centers incorporate game-like motion tracking into workout routines.
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VR gaming technology has transformed training programs across industries, from surgeons practicing complex procedures to pilots learning to fly without leaving the ground. The immersive environments first perfected for games now train astronauts, treat phobias, and help architects walk through buildings before they’re built.
The microtransaction model pioneered by mobile games has reshaped how software companies think about revenue, moving beyond one-time purchases to ongoing engagement strategies. This approach now influences everything from productivity apps to streaming services, creating subscription and add-on models across the tech industry.
Games like ‘Minecraft’ and ‘No Man’s Sky’ popularized algorithms that create infinite, unique content automatically, a concept now used in everything from architectural design to drug discovery. Pharmaceutical companies use similar procedural techniques to generate potential molecular structures for new medications.
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The badge and achievement systems that keep gamers engaged have been adopted by fitness apps, educational platforms, and workplace training programs. Companies now use gamified achievement structures to motivate employees, track progress, and encourage continued participation in professional development.
Streaming games from remote servers has paved the way for cloud computing adoption across industries, proving that complex applications can run smoothly over internet connections. This technology now powers everything from remote work solutions to on-demand video editing, eliminating the need for powerful local hardware.
The last-player-standing format popularized by ‘Fortnite’ has influenced competition structures in reality TV, sports broadcasting, and even business conferences. Event organizers now use elimination-style formats to maintain audience engagement throughout lengthy programs.
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Seamless voice communication systems developed for multiplayer games have become the backbone of remote work and online education. The technology that lets gamers coordinate in real-time now powers business meetings, virtual classrooms, and telemedicine consultations.
The psychological principles behind loot boxes have influenced marketing strategies across the retail and entertainment industries, from mystery subscription boxes to collectible trading cards. Understanding player engagement and reward anticipation has shaped how companies design customer loyalty programs.
The ability to play the same game across different devices has driven demand for universal compatibility in all software applications. This concept now influences how productivity tools, social media platforms, and streaming services ensure seamless experiences across phones, tablets, and computers.
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AR features in games like ‘Pokémon GO’ have transformed how retailers and marketers think about location-based advertising and customer engagement. Stores now use AR to let customers visualize furniture in their homes, while museums create interactive historical experiences.
Games that automatically adjust challenge levels based on player performance have influenced adaptive learning systems in education and training programs. Online courses and professional development platforms now use similar algorithms to personalize content difficulty for individual learners.
Games featuring player-owned digital assets have accelerated the adoption of blockchain technology in the art, music, and publishing industries. The concept of verified digital ownership pioneered in gaming now influences how creators sell and distribute digital content.
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Games that continuously evolve with regular updates and events have changed how software companies approach product development and customer retention. Everything from productivity apps to social media platforms now adopts similar strategies of constant iteration and community engagement.
The competitive gaming ecosystem has created new models for sports broadcasting, talent management, and audience engagement that traditional sports are now adopting. Professional leagues are incorporating gaming-style statistics, instant replays, and interactive viewing experiences.
These gaming innovations prove that entertainment technology often becomes tomorrow’s essential business tool. What begins as a way to make virtual worlds more engaging frequently ends up solving real-world problems in medicine, education, architecture, and beyond.
The gaming industry’s constant experimentation with new ways to capture human attention and create meaningful experiences continues to generate ideas that transform how we work, learn, and interact with technology. The next time you see a new gaming feature, don’t just think about how it might improve your play experience—consider how it might change everything else.
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Action stations, folks, the Nintendo Switch 2 is here, and we’ve got our hands on the new console! We’ve also tested the latest Surface Pro tablet, found out how Spotify Wrapped 2024 got it so wrong, and tuned in to Summer Game Fest 2025 for some major announcements. Once you’ve scrolled down to catch up […]
Action stations, folks, the Nintendo Switch 2 is here, and we’ve got our hands on the new console!
We’ve also tested the latest Surface Pro tablet, found out how Spotify Wrapped 2024 got it so wrong, and tuned in to Summer Game Fest 2025 for some major announcements.
Golf World in Turmoil as New PGA Tour Innovation Sparks Controversy Among Fans In a shocking turn of events, the PGA Tour has introduced a groundbreaking innovation at the Canadian Open, leaving golf fans worldwide divided. The new technology, a drone shot tracer that changes color based on the probability of the ball hitting the […]
Golf World in Turmoil as New PGA Tour Innovation Sparks Controversy Among Fans
In a shocking turn of events, the PGA Tour has introduced a groundbreaking innovation at the Canadian Open, leaving golf fans worldwide divided. The new technology, a drone shot tracer that changes color based on the probability of the ball hitting the fairway, has sparked a heated debate among enthusiasts.
While some fans have welcomed the change as a step towards modernization and innovation, others have criticized it, arguing that it takes away the anticipation and uncertainty that makes watching golf exciting. One fan expressed, “It is so bad, I don’t need a robot to tell me where it thinks the ball will land, I can wait 2 seconds to find out myself.”
Speculations are rife that the PGA Tour’s new technology might have been inspired by LIV Golf, a rival league that has been attracting top players away from the traditional tour. With big names like Bryson DeChambeau and Phil Mickelson having joined LIV Golf in recent years, the competition between the two leagues is at an all-time high.
Phil Mickelson, a vocal critic of the PGA Tour, highlighted the advantages of LIV Golf, emphasizing the need for more global and competitive events that bring together the best players in the world. Mickelson pointed out that the traditional model of the PGA Tour restricted players from competing against each other frequently and internationally, a limitation that LIV Golf has successfully addressed.
As the golfing world grapples with these significant changes and innovations, one thing is clear – the landscape of professional golf is evolving rapidly, with leagues like LIV Golf pushing the boundaries of what is possible in the sport. The PGA Tour, faced with increasing competition and fan expectations, must continue to adapt and innovate to stay relevant in this dynamic environment.
Inside the surprising shift in who’s turning to Bioniq’s personalized supplements (and what they’re really after) With personalization becoming the new standard in both the fitness and wellness industry, it’s not just Gen Z leading the charge. A new analysis from Cristiano Ronaldo-backed personalized supplement brand Bioniq, based on data from more than 250,000 users […]
With personalization becoming the new standard in both the fitness and wellness industry, it’s not just Gen Z leading the charge.
A new analysis from Cristiano Ronaldo-backed personalized supplement brand Bioniq, based on data from more than 250,000 users across the U.S. and the GCC, reveals that older adults are just as engaged in health optimization as younger consumers.
The supplement brand, now valued at $82 million, analyzed more than six million biochemical data points using its proprietary AI algorithm, which integrates health quiz responses with blood test results. The findings offer insight into how consumers across generations and the two regions are redefining their wellness priorities.
Here are the most striking trends:
While Gen Z is certainly invested in all things wellness and better-for-you foods, it’s adults aged 35 to 60 who are driving the deepest engagement. Bioniq’s data shows the most active users are men aged 35–45 and women 45–60, peaking at 50–55, representing a clear signal that midlife is when long-term health, energy, and disease prevention become top priorities.
In the United States, 40% of quiz-takers were classified as obese, with men more likely to be overweight and less likely to fall within a healthy weight range compared to women. In contrast, only 20% of users in the GCC were categorized as obese, and nearly half of GCC women were classified as having a healthy weight.
Bioniq’s data shows that healthy-weight and overweight individuals are more likely to remain engaged with the program, while obese users exhibit lower retention. Although an active lifestyle is linked to stronger long-term participation, the findings suggest that users classified as obese may disengage if they don’t see immediate results. Bioniq notes this underscores the need for stronger education and motivational support to sustain engagement in this group.
Bioniq found that in the U.S., individuals focused on health and nutrient deficiencies tended to be older, particularly in the 44–55 age group. In contrast, health-conscious users in the GCC skewed younger, with the largest segment falling between ages 30 and 45.
Among women aged 18–35, 30% identified iron deficiency as a key concern. Encouragingly, 94% of Bioniq Pro members in this group optimized their ferritin levels within six months — though interest in iron levels tends to decline with age, according to the personalized supplement company.
Is cognitive health becoming more important than chasing six-pack abs? The data suggests so. Nearly half of all Bioniq users ranked memory and focus as their top wellness goals, with younger users especially prioritizing brain function, sleep quality and anxiety management.
Half of all men, regardless of age, listed muscle strength as a top health priority, with younger men focused on muscle mass, cognitive performance, and libido support. Older men, by contrast, are increasingly concerned with anti-aging, heart health, and bone strength.
For women, beauty and aging were the dominant themes. Younger users prioritized skin, hair, and nail health, while older women shifted their focus to memory and skin health. Across both genders, the desire to age well grows stronger with time.
“At Bioniq, we’ve observed a significant transformation in our audience over the years,” Bioniq founder and CEO Vadim Fedotov said. “While we initially catered to health enthusiasts and athletes, we’re now seeing a growing demand from an older demographic seeking personalized solutions for healthy aging and longevity. Additionally, the rise in female customers highlights the increasing awareness and demand for tailored health optimization. This evolution reinforces our goal to provide science-backed, data-driven supplementation for every stage of life.”
This spring, Bioniq announced a partnership with social wellness club Remedy Place to launch Meridian, a personalized health assessment program available to club members. As a perk of the collaboration, Remedy Place members also receive personalized, co-branded Bioniq x Remedy Place canisters to store their supplements.
(via @hanginwithkennedy/TT)
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