Advertisers are pouring money into channels that don’t match where consumers spend their time. This report reveals the biggest gaps across media, devices, and platforms—and where missed opportunities may lie.

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.

Nielsen's math gets challenged: TVB questions Nielsen’s ad-supported TV figures, saying flawed inputs overstate streaming and undercount linear viewing.

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.

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.

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.

Sports fuels streaming catalogs: SVOD sports titles jumped 77.5%, giving marketers premium digital arenas.

Baby boomers’ healthcare habits are steady and intentional, shaped by long-standing routines and trusted physician guidance. Familiar channels carry the most weight, while newer ones must prove their value, reshaping how marketers approach reach and influence.

Versant rides digital lift: Platforms and licensing jump, cushioning linear declines as pay TV loses scale.

Amazon personalizes Prime Video ads: Dynamic TV Creative tailors repeat spots using shopping data, turning CTV reach into retail action.

NBCU courts performance skeptics: An updated Performance Insights Hub and AI agents target cleaner TV metrics and tighter cross-channel tracking.

LinkedIn taps Amazon for CTV: B2B marketers can target by job title on streaming TV, blending brand reach with pro data.

WBD’s streaming can’t offset TV slump: Linear ads fall 12% as cord-cutting bites, HBO Max rises, and a Paramount deal looms.

Roku’s ad engine hums: Q1 ad revenues jumped 27% as 38.7 billion streaming hours and premium CTV formats helped pull marketers from linear TV.

Disney’s ABC in regulatory crosshairs: License review threat puts Kimmel inventory—and affiliate stability—on shaky ground.

Charter sheds 51,000 pay TV subscribers in Q1: Cord-cutting accelerates as streaming and digital redraw viewing habits, necessitating marketers adapt.

This FAQ breaks down how these shifts are converging in 2026 and what they mean for marketers planning local media strategies across search, CTV, and OOH.