Agencies & Marketing — Upfront Market Navigates Economic Uncertainty as World Cup Streaming Premiums Loom and Brand Integration Models Evolve

Agencies & Marketing · 2026-04-13

Today's developments paint a picture of an industry recalibrating how it buys, values, and protects its media investments. The convergence of upfront season uncertainty, World Cup streaming price inflation, and State Farm's Netflix scripted integration signals that the traditional media-buying playbook is being rewritten in real time. Buyers leaving the NewFronts are bracing for upfront…