Comedy, Adtech, Live TV: The Kingmakers at TV Upfronts 2025

The 2025 TV Upfronts marked a defining moment for advertisers, publishers, and brands. Why? Because new heroes, undercurrents, and kingmakers were revealed—and there’s no excuse anymore for brands to shy away from understanding their importance. 

TV continues to hold a prominent place in every marketing strategy. Professionals and brand custodians cannot escape the truth: television still matters. But the landscape is split—digital on one side, traditional on the other. Legacy giants and new players alike are ready to play the long game. 

Among the kingmakers grabbing the most attention, from audiences and publishers alike, are Comedy, Live TV, and experiential events. Let’s dive deep into these undercurrents to look beyond the stats and explore how viewing culture is shifting. 

TV Upfronts 2025, a turning point for TV and streaming 

The 2025 TV upfronts marked a watershed moment in the entertainment industry, signaling a seismic shift in how content is consumed and monetized.

With live comedy, streaming innovations, and a renewed focus on quality content at the forefront, the landscape of television and connected TV (CTV) has been irrevocably altered. 

The key drivers propelling the surge in TV and CTV ratings are reshaping the industry and offering new avenues for brands and publishers to capitalize on evolving viewer behaviors. 

Live comedy- the resurgence  

In 2025, live comedy experienced a remarkable resurgence, captivating audiences, and advertisers alike. The 77th Primetime Emmy Awards, hosted by comedian Nate Bargatze, attracted approximately 7.4 million viewers, marking an 8 percent increase from the previous year’s 6.9 million viewers on ABC. 

The uptick signifies a broader trend of audiences gravitating towards live, unscripted content that offers real-time engagement and communal viewing experiences. 

Networks and streaming platforms have capitalized on this trend by investing in live comedy specials, stand-up performances, and interactive formats.  

The immediacy and relatability of live comedy resonate with viewers seeking authentic entertainment, leading to higher ratings and increased advertiser interest. 

Streaming- the dominant force  

Streaming platforms have solidified their position as the dominant force in content consumption. As of 2025, streaming services are projected to account for 50 percent of all upfront advertising spend, a significant increase from previous years, as Digiday reported.  

This shift reflects viewers’ growing preference for on-demand, ad-supported content, prompting advertisers to allocate budgets accordingly. 

The proliferation of streaming services has also led to increased competition, prompting platforms to invest heavily in original programming and exclusive content to attract and retain subscribers.  

This arms race in content creation has not only elevated the quality of offerings but also contributed to overall viewership and advertising revenue growth. 

Quality content: benchmark of engagement 

In 2025, the emphasis on quality content reached new heights, with traditional networks and streaming platforms prioritizing high-caliber programming. Apple TV+’s “The Studio” stood out, winning 13 Emmys, including Best Comedy Series. 

Similarly, HBO Max’s “The Pitt” claimed Best Drama Series, showcasing the industry’s commitment to producing compelling narratives and exceptional performances. 

This focus on quality has resonated with audiences, leading to increased viewership and engagement. Advertisers have taken note, recognizing that associating their brands with premium content enhances brand perception and drives consumer loyalty. 

Publishers and brands to leverage Upfronts’ trends for competitive edge 

For brands and publishers, it is imperative to understand the impact and effectiveness of such trends and undercurrents. The dynamics of live comedy, streaming, quality content, and CTV are crucial for brands and publishers aiming to stay competitive in the evolving media landscape. 

1. Embracing data-driven advertising 

The 2025 upfronts underscored the growing importance of data in shaping advertising strategies. The convergence of content, data, and technology has led to the development of performance-focused, AI-optimized, and privacy-resilient advertising ecosystems.  

Platforms are leveraging first-party data and advanced analytics to deliver personalized content and advertisements, enhancing viewer engagement and advertiser ROI. 

2. Adopting multiplatform strategies 

While streaming continues to gain ground, traditional broadcast and cable television still represent a significant portion of ad-supported viewing. According to Nielsen’s Ad-Supported Gauge, broadcast and cable combined account for 57.6% of time spent on ad-supported platforms, while streaming accounts for 42.4%.  

This data highlights the importance of a multiplatform approach, where content is distributed across both traditional and digital platforms to maximize reach and engagement. 

3. Investing in premium content 

The success of high-quality programming like “The Studio” and “The Pitt” illustrates the value of investing in premium content.

Brands and publishers that prioritize quality production and storytelling can attract larger audiences and foster stronger brand associations. This approach not only drives viewership but also enhances the overall brand image. 

4. Leveraging CTV for targeted advertising 

The rise of CTV has opened new avenues for targeted advertising. With the ability to deliver personalized ads based on viewer preferences and behaviors, advertisers can achieve higher engagement rates and improved ROI.

By embracing CTV, brands and publishers can ensure their advertisements reach the right audience at the right time. While we are engaging in today’s trends, the landscape of television and streaming continues to evolve. The integration of live comedy, streaming innovations, and data-driven advertising is reshaping how content is created, distributed, and consumed.  

Cut to the chase 

The 2025 TV upfronts have set the stage for a transformative era in the entertainment industry. The convergence of live comedy, streaming innovations, and data-driven advertising is driving higher ratings and reshaping the media landscape.