What the 2025 Upfronts Revealed and What They Didn’t

By Chris Marine, Founder/CEO

There’s still plenty of flash during Upfronts week in New York. Slick sizzle reels, big-stage talent, the parade of celebrity cameos - but beneath the surface, a quieter shift is underway. The once-dominant narrative around prime-time lineups and broadcast schedules is fading fast. If you were waiting for the networks to raise a glass to the resilience of linear, you likely left thirsty.

Nowhere was that more apparent than at Disney’s presentation. Just a few years ago, their Upfronts, much like the other networks, were anchored by a prime-time showcase. This year, it was streaming and sports that took the spotlight. Hulu, ESPN+, and the company’s evolving sports betting play stole the show while ABC was barely mentioned.

Across the board, the 2025 Upfronts and NewFronts made one thing clear: the industry’s center of gravity is shifting. The question is, toward what?

Disney Bets on Sports and on a Whole New Revenue Model

At Disney, the evolution of ESPN into a full-fledged media-tech sports platform was the main act. New interactive ad units set to debut during live games this fall signal a push toward second-screen engagement and real-time creative. Meanwhile, Disney’s expanding partnerships in sports betting suggest they’re not just selling airtime anymore, they’re building an entire transactional ecosystem around fandom.

It’s smart. Live sports are one of the last appointment-viewing strongholds, and Disney’s leaning in. But for brands, this means readiness. It’s no longer just about big-budget placement it’s about having the right data, creative, and tech stack to show up in the moment and deliver value beyond the impression.

NBCUniversal Stays the Course with Peacock

NBCUniversal’s pitch was built around scale and optionality. With Peacock crossing 40 million monthly users, the network spotlighted its ability to stretch across linear, digital, and streaming. They touted new AI-powered contextual ad placements, expanded commerce integrations, and a deepening of Comcast’s audience data across screens.

While the updates were solid, the tone felt more like consolidation than transformation. NBCU is holding ground but not necessarily breaking it.

Local Affiliates: Left Out of the Spotlight

One thing that stood out across almost every major network presentation? The overwhelming focus on IP and national brand integrations, with little attention paid to the affiliates.

As networks double down on streaming platforms, sports, and celebrity-driven tentpoles, local markets are increasingly left to fend for themselves. Disney, for example, spent more time expanding the Star Wars universe and unveiling the next chapter of Marvel—both headed straight to streaming—than acknowledging their network news division. Their sizzle reel didn’t even include a nod to syndicated daytime programming.

Many local stations have already begun promoting their own digital channels and original content to stay relevant. And they’ll need to accelerate. The networks aren’t showing many signs of reinvesting in local—the money grab is happening upstream, and affiliates are largely being cut out of the equation.

NewFronts: Where Platforms Feel More Like Publishers

Meanwhile, the NewFronts reflect where media’s real disruption is happening. YouTube continues to push its dominance in connected TV, noting that over half of U.S. watch time now happens on TVs - not phones. Amazon made a compelling case for Prime Video as a retail-powered media channel. Meta, TikTok, and Snap focused on AI-powered creative tools and performance media, blurring the line between platform and production house.

The takeaway? If distribution used to be the differentiator, now it’s who owns the data, drives commerce, and helps brands scale creative with speed.

Why Upfronts Still Matter (and Why They Don’t)

Let’s be real… Upfronts are still important - to a point. They move massive volumes of dollars, give a sense of where networks are placing their bets, and provide a high-level map of where attention is going.

But the format itself feels stuck.

The current model favors the holdcos, whose mass-assembly-line media buying strategies often prioritize efficiency over effectiveness. It’s transactional to the core… dollars for inventory, volume for rates. That dynamic might keep the wheels turning, but it doesn’t fuel meaningful connections or long-term value for clients or publishers.

Time for an Overhaul

At Campfire, we think the industry’s due for a reset. The most meaningful campaigns don’t come from a single dinner or a glitzy Upfront moment - they come from consistent, collaborative planning between agencies, publishers, and platforms. The goal isn’t just reach. It’s resonance.

Consumers are making more values-based decisions than ever. They want to know not just what they’re watching, but who they’re supporting when they watch it. That’s a huge opportunity but only if big tech, publishers, and agencies stop operating in silos and start acting like partners.

When purpose and performance sit at the same table and when creative, media, and distribution aren’t sequenced but symbiotic, that’s when this industry unlocks its full potential.

Want to talk about what this shift means for your brand or how to get ahead of the curve?

As a boutique media agency, we don’t just follow trends. We help our clients navigate them with intention. Our size lets us move fast, think deeply, and build real partnerships with both brands and publishers. We’re already building the future of media. Let’s talk.