TV ad reach among US adults ages 25 to 34 grew in all seven industries tracked, and every category topped 31 million viewers, up from just two above 30 million in June 2025, according to a June report from Samba TV.
The world's top companies rely on EMARKETER for today's industry news and data validation to make big picture strategy decisions.
Become a ClientSocial media ads purchased through retail media networks will be a small slice of both markets in 2026. Only $1.3 billion will flow toward them, representing just 2% of retail media ad spending and roughly 1% of all social media ad spending, according to EMARKETER's forecast and our analyst Sarah Marzano.
Commerce media has spent years expanding beyond retailers’ owned and operated properties. But getting inventory onto social platforms, connected TV (CTV), and the open web doesn’t create demand on its own. Advertisers need a reason to use it. That’s particularly true on social, where just $1.3 billion will flow from retail media networks (RMNs) this year, representing less than 2% of retail media ad spending, according to EMARKETER’s forecast. “As we've watched the market evolve, it's become pretty clear that building more inventory and more supply doesn't automatically guarantee advertiser demand, especially in channels where brands have established buying partners and workflows,” said EMARKETER principal analyst Sarah Marzano, in a talk at Advertising Week New York on Monday. For Instacart, the opportunity is to make advertisers’ existing media buys more effective rather than force them into another buying platform. Its partnership with Pinterest offers a test case for that strategy, combining Instacart’s purchase data with a platform built around product discovery.
Its UK expansion pairs affordable luxury with direct product comparisons to appeal to shoppers focused on quality and value.
Rising fuel expenses could eat into the savings retailers planned to pass on through tariff refunds.
For Rocket Mortgage, sports marketing isn’t primarily about reaching the biggest possible audience. It’s about making a mortgage lender relevant to consumers long before they’re ready to buy a home. The lender is using partnerships with the NFL and Detroit Lions, major events like the Super Bowl, and experiential activations to build awareness, affinity, and advocacy. The strategy reflects the realities of a category where purchase cycles are long and recommendations still matter.
This builds on its series of partnerships in China—a major hub for novel cancer drug development.
In today’s podcast episode, we discuss whether Meta is best positioned to launch a personal AI agent like Muse, which use cases are most likely to drive adoption, and how we’ll need to rebuild the internet for this new reality. Join Senior Director of Podcasts and host Marcus Johnson, Vice President of Content Suzy Davidkhanian, and Principal Analysts Yory Wurmser and Max Willens for the discussion. Listen wherever you get your podcasts, or watch on YouTube or Spotify.
Google Maps reached 153.0 million US unique visitors in July, more than 2.5 times Apple Maps' 60.7 million, according to a September report from Comscore.
Better measurement and simpler buying could make OOH a stronger contender for ad budgets.