Q2 brought calm, but not confidence as CMOs spend with caution

Ad spending held steady in Q1, but the rest of the year is shaping up to be a far murkier story.

With companies adjusting earnings forecasts and the upfront market losing steam, the signs are clear: Advertisers are easing off the gas. Blame the tariff effect, or more precisely, the anxiety they’ll get steeper and hit harder than expected. In an already fragile economy, even the boldest marketers are treading carefully.

“Normally, we get visibility on ad spending six to nine months ahead for CMOs whereas now that’s three months,” said Tal Jacobson, CEO of ad tech vendor Perion. “They’re not necessarily spending less so much as they’re being careful.”

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