The news: Streaming’s share of television usage skyrocketed to 46% in June, while time spent with streaming increased 5.4% versus May, per Nielsen’s Total TV/Streaming Snapshot. Streaming was far above cable (23.4%) and broadcast (18.5%), growing nearly 6% YoY compared with June 2024. Our take: Advertisers are navigating a challenging landscape where connecting with broad audiences necessitates investment in a format that has yet to prove its ability to drive action. A diversified approach is key. While attention and dollars are shifting toward CTV, advertisers can’t discount the effectiveness of traditional formats.

The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

OTT video—including YouTube, subscription OTT, AVOD, and free ad-supported streaming TV—is extremely popular in nearly all forms. But traditional pay TV continues to reach new lows.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

Ad-supported streaming now drives most new subscriptions: Platforms are embracing ads as a primary monetization strategy, not a fallback.

Digital ad giants beat Q1 expectations, but tariffs, regulation, and slowing growth signal choppy waters ahead. This report breaks down which platforms are thriving, which are stalling, and what’s next for search, social, streaming, and retail media.

YouTube strikes deal to broadcast first game of the NFL season: The move responds to fans embracing digital for sports and presents an opportunity for advertisers.

NBCU highlights sports, streaming at Upfront event: The presentation outlined NBCU’s plan to offset declining traditional TV revenues.

Amid dizzying policy unpredictability and a grab bag of unpleasant economic possibilities, precise ad spend forecasting is challenging. A scenarios-based approach can help clarify potential outcomes.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

As streaming subscription prices increase, viewers are becoming more amendable to ad-supported tiers.

This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

What do brands need to know about the next wave of digital growth?

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

Streaming TV keeps growing, but so does the challenge of reaching viewers. With audiences constantly switching between platforms, old TV advertising methods fall short. A more precise, audience-first approach—borrowed from search and social marketing—is helping advertisers keep up.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.

Top-line time spent with media will grow very little in the US going forward, making it essential to identify which formats and platforms are winning the newly zero-sum competition for consumer attention.

NBCU and Macy’s deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy’s Thanksgiving Day Parade.