How can industry ad buyers calibrate their ad spending and budget allocations against the market, and how can media companies and solution providers assess whether their ad revenues are in line with industry trends?

The trend: US consumers are prioritizing health and wellness more than they did in the past, according to KPMG’s Consumer Pulse Summer 2025 report. Our take: Wellness is a major trend, especially for younger generations who are exposed to health content on social media and are open to trying new products and services. To capitalize on this, brands offering nutrition, sleep, health apps, and fitness products should partner with credible wellness influencers to reach Gen Z and millennials. Brands that are not as well known for health and wellness but operate in tangential markets (e.g., food, beverage, and CPG) can also tap into the wellness boom by incorporating more protein-rich, natural, and plant-based products into their offerings

NBCUniversal has sold out all advertising inventory for Super Bowl 60 months earlier than expected, marking record demand for football advertising. Digital sales tied to the game are up 20% YoY as brands invest across NBC, Peacock, and Telemundo. Prices held at $7–8 million per 30-second spot, aligning with Fox’s 2024 benchmark. NBCU’s 2026 slate—which also includes the Winter Olympics, NBA All-Star, and FIFA World Cup—positions the company to capture significant share of sports ad budgets. With ROI on Super Bowl ads nearly doubling since 2020 and consumer enthusiasm rising, NBCU’s cross-platform dominance highlights live sports’ unmatched ad pull.

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

The news: Netflix is proving its power as the dominant subscription streaming platform with several recent ad wins. The streamer announced that it’s sold all of its available commercial time in preparation for its two Christmas day NFL games, also noting sponsorship deals with partners like Google and FanDuel. Our take: With its strong lead in ad revenue growth, position as the most-used subscription video service in the US, consistently low subscriber churn rate, and content strategy tailored to unique markets, Netflix is likely to continue dominating advertiser investment in connected TV.

As more consumers start GLP-1 treatments, some CPG brands must work harder to stay in shopping carts. As many GLP-1 users eat less and change their diets, it opens new challenges and opportunities for retailers and marketers.

The trend: Consumers who take weight loss drugs are eating less and consuming healthier foods when they’re on the medication. Our take: This behavior change is driving a slew of food sellers and CPG brands to develop product lines and reformulate items with GLP-1 users in mind.

The trend: Consumer packaged goods brands are prioritizing profitability as macroeconomic headwinds reshape consumer behavior. For example, Kimberly-Clark is selling a majority stake in its international tissue business to Suzano and P&G is cutting roughly 15% of its global nonmanufacturing workforce. Our take: While short-term headwinds may be driving CPG companies’ actions, portfolio reassessment is a valuable exercise in any economic climate. Those that take the time to find efficiencies that enable them to emerge stronger and more agile will be better positioned for long-term success than companies simply focused on cutting costs.

Almost three-fourths (74%) of consumers prefer to shop in-store for alcoholic beverages versus only buying them online (7%), according to March data from ThinkNow Research.

US social ad spend will grow YoY in 2025, even as platforms grapple with tariff-related budget cuts from industries that spend heavily on social channels, like CPG and retail.

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

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

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.​

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.​

Less than 10% of shoppers don’t expect to make any changes to their shopping habits due to tariffs, according to February 2025 data from Numerator.

Egg prices are up, and so are consumers’ concerns about affording groceries amid rising cases of avian flu, inflation, and President Donald Trump’s tariffs. Here’s how grocery shopping may change in the year ahead and what retailers need to know.

The year started with a flurry of commerce media news, from Meijer Media expanding into off-site channels to Microsoft’s new ad capabilities.

Consumers typically buy consumer packaged goods (CPG) more frequently and often in-store, making those purchases different from general merchandise. Nonetheless, ad-buying on retail media networks (RMNs) is somewhat more established with more sophisticated options for CPG than for general merchandise because retail media has been a staple of CPG ad-buying for longer. That means CPG ad-buying habits could be a model for future trends in retail media.

In our exclusive survey, CPG and general merchandise ad buyers shared their opinions of retail media network attributes across metrics including traffic, targeting, and ad cost.