Netflix seeks new viewing habits: Live channels and bundles aim to lift viewing time as originals lose staying power and engagement cools.

World Cup draws record US audiences: US-Belgium set a 42 million viewer soccer record, reinforcing live sports as a rare source of mass reach for brands.

Sky builds TV scale: An ITV deal creates a UK ad powerhouse as legacy TV seeks scale while streaming draws viewers and ad budgets.

Omnicom and NBCU refine CTV at Cannes: Partnership ties Acxiom data to show-level context, but must prove results beyond better targeting.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Omnicom, Netflix announce partnership at Cannes Lions: Acxiom data fuels sharper Netflix targeting, but creative—not data alone—will decide whether ads connect.

Pause ads command attention: New data shows programmatic pause-screen placements draw nearly double the attention of standard CTV ads.

Disney’s AI ad tool: Disney opens AI-powered TV ad creation to smaller brands as disclosure emerges as a trust advantage.

CTV has sizable and growing media time in Canada, but ad spending still lags. As viewing habits shift across digital channels, marketers face growing pressure to realign budgets before attention moves further ahead of investment.

Sports has long been the go-to for high-intent connected TV (CTV) audiences, but that strategy is starting to plateau. Lifestyle content is emerging as a more consistent driver of engagement, attention, and purchase behavior.

Cyclical political ad spending is surging again, and midterms are no longer much of a step down from presidential cycles. Broadcast TV still dominates campaigns, but CTV is reshaping political advertising faster than any other channel.

Marketers have more reason to consider FAST: Bigger audiences, improving content, and lower CPMs make FAST a reach extender.

Walmart Connect opens up: The company is extending first-party data beyond its DSP, tying off-site buys to in-store sales.

They still see most health ads on linear TV and favor trusted medical sources. And while they avoid AI and social media for most health purposes, CTV is rising as a trusted digital channel.

Gaming CTV ads cool off: KPI data shows that engagement still tops peers, but rates fall sharply as interactive formats scale.

WBD adds AI to calm merger jitters: Unified metrics and contextual creative tools promise relevance as deal questions linger.