Versant's ad revenues fell 8.9% as pay TV shrinks and streaming nears half of viewing time, pressuring cable’s ad model.

Paramount+ rose 17%, but TV ads fell 10% as cord-cutting eroded linear’s base.

A new partnership combined with TikTok's short-form clips and creators help brands reach mobile-first sports fans beyond game day.

Infillion’s Catalina deal adds verified purchase data to support cross-network attribution and optimization, which should help offsite retail media grow.

Streaming sports programs soared 52% YoY in Q1 2026, forcing brands to chase growth beyond linear with balanced media planning.

Live sports boosted cable viewership in January, but streaming’s dominance signals marketers must balance CTV precision with linear scale.

Comcast and Adara are linking ad exposure directly to confirmed travel bookings; with this move, TV and streaming are moving closer to performance accountability.

Media habits keep evolving as digital gains ground faster than traditional declines. Video is absorbing more attention, screens are doing more of the work, and the central battle is for a share of limited consumer time.

Live football still concentrates attention at scale: Super Bowl LX delivered historic reach across platforms despite a modest YoY decline.

Live sports command major leverage; NBCUniversal is using scale and bundling to defend pricing power as sports rights costs surge and distribution fragments.

Super Bowl ads still spark buzz, but fragmentation and $8 million costs push marketers to second-screen, social, and CTV plays.

Industry KPI data shows arts and entertainment ROAS peaked in late Q3, with awards buzz lifting efficiency early.

Gen Alpha’s digital world is built around YouTube, gaming, and creator-led content. This report examines how early immersion, platform controls, and shifting norms are reshaping engagement as the cohort approaches adolescence.

Regulatory pressure and political alignment are now influencing programming stability, deal viability, and advertiser confidence one year into Trump's second presidency.

Digital keeps growing, but differently; slower growth rates signal market maturity, forcing marketers to prioritize mix, performance, and flexibility.

China’s ad rebound remains narrow; Q4 spending stabilized, but concentrated in low-risk, performance-driven channels—signaling a cautious market entering 2026.

Agentic AI is expanding across ad platforms; CES reveals acceleration in autonomous planning and optimization, even as many marketers hesitate to trust full automation.

AI will reshape premium video buying—and NBCUniversal’s proof-of-concept shows agentic systems can unify planning and optimization across linear and streaming in seconds.

Audiences say TV is the most acceptable place for advertising, but amid the shift to digital for younger buyers, a balanced approach is critical.