Upfronts & Downs

aaron rodgers new york jets nfl
Networks have tried to counteract skepticism by focusing on top sports—the NFL, college football, and the NBA—and a pitch that dawdling clients will get locked out of prime advertising positions. Photo: Luke Hales/Getty Images
John Ourand
May 12, 2025

It didn’t take long for the T-word to make an appearance at the upfronts, which kicked off on Monday with NBC’s presentation at Radio City Music Hall. “This morning, as part of our show, we actually solved all of the tariff issues,” joked NBC’s ad chief Mark Marshall. He was alluding, of course, to this morning’s announcement of a reset in the trade war ignited by Trump’s 145 percent tariff on Chinese goods. But the “issues” Marshall noted have likely come up in every conversation between ad buyers and network ad sellers since Trump implemented the bevy of global tariffs at the beginning of April: Advertisers badly want to buy into sports, but have been wary of making commitments too early for all the obvious reasons. What if the U.S. detonates the “pause”? Or those beautiful deals never manifest?