Netflix reported a strong Q3 on Tuesday, increasing revenues 17.2% YoY, in line with the forecast issued in Q2. The company stated that it is on track to double its ad revenues in 2025, claiming Q3 was its strongest quarter yet for ad sales—proving that momentum is largely being driven by Netflix’s maturing ad offerings. Marketers can capitalize on audience appetite for ad-supported tiers, but should focus their investment in platforms with proven results as less dominant connected TV (CTV) providers are likely to struggle in Q3 and beyond.

Dozens of pharma direct-to-consumer (D2C) TV ads are under fire as the FDA demands at least 40 commercials be pulled off the air or changed. A spate of untitled warning letters posted on the FDA’s website charge that the TV ads—from Big Pharma companies including AbbVie, AstraZeneca, Novartis, and Pfizer—are false or misleading. It directs marketers to respond within 15 days with plans for corrective action or defend why the ads do not violate guidelines. This is just the first wave of targeted FDA enforcement on high visibility pharma broadcast TV ads. Marketers and ad agencies need to immediately review commercials for potential problems under the new stricter compliance, and proactively retool them. Analyze the FDA letters to figure out what is now acceptable, and dedicate resources, including new generative AI tools, to create and review ads. Create flexible, modular TV ads that can be changed or reworked quickly if needed.

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.

The news: Comscore, iSpot, and VideoAmp passed the Joint Industry Committee’s (JIC) midterm audit to maintain certification for the 2025-2026 broadcast season. Our take: The JIC’s certification and sports-heavy audit process could help iSpot, Comscore, and VideoAmp gain ground on Nielsen.

By integrating iSpot’s tools, Paramount aims to attract ad dollars with sharper data on purchases, attention, and campaign impact across TV and streaming.

Why Nielsen’s first-party data approval matters: Its deal with Amazon could lead the streamer to dominate NFL advertising and rights in coming years.

Nielsen’s dominance begins to crack: A survey shows advertisers gaining confidence in the measurement firm’s biggest competitors.

Walmart is unlikely to put Vizio data behind closed doors: A renewed measurement deal with Comscore could assuage concerns about signal loss.

VideoAmp could gain an edge in Paramount, Nielsen fallout: Though Nielsen has weathered tough Upfront seasons, its latest dispute could deal a major blow.

2025 Upfronts will see Nielsen and competitors square up: Nielsen is combining big data with panel measurement for all local currencies starting in January.

The Join Industry Committee’s big step forward: The certification of iSpot could accelerate adoption of non-Nielsen measurement currencies.

Total upfront ad spending will grow this year, even though upfront TV commitments will decline.

Major players like TikTok, Meta, and Google unveiled new partnerships, AI innovations, and streamlining solutions. Here are three key developments you may have missed.

VideoAmp and iSpot are coming for Nielsen’s crown: The two companies announced a major funding round and acquisition, respectively, while Nielsen makes adjustments.

TV ad measurement hits growing pains: WBD partner picks, YouTube spat signal future of measurement will look fractured for some time.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Nielsen suspension remains as rivals try to capitalize: The monopolistic measurement player will be hard to oust, given how much money is at stake.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

NBCU is searching for new standards in video advertising: The network is challenging competitors and bringing new solutions across the fragmented industry.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.