The news: Despite a surge in sports advertising and streaming, Walt Disney Co. failed to surpass last year’s upfront volume, citing a result that was “consistent with last year,” per a press release. Streaming accounted for over 40% of the company’s total upfront volume, on par with 2024, while sports advertising commitments across digital and linear were worth around $4 billion. Our take: As live sports viewers remain consistent and audiences increasingly turn to digital, Disney’s future growth depends on how well it can transform its streaming offerings into hubs for live sports.

The news: NBCUniversal is exploring a dedicated sports cable network that would feature content—including NBA games—shown on its Peacock streaming service, per a Wall Street Journal report. Our take: Launching a dedicated sports cable channel could help NBCU open the door to new ad inventory and bolster its cable revenues as traditional TV faces mounting pressure from the streaming transition. Live sports continues to command strong advertiser demand, even as general linear viewership declines.The channel will enable NBCU to better monetize its existing sports rights by repackaging content for cable audiences who might be losing interest in traditional TV.

The news: NBCUniversal will charge $8 million for 30-second Super Bowl LX spots, per an Adweek report citing those familiar with the matter. Ads for Super Bowl LX were reportedly going for around $7 million for 30 seconds—but that number has been increased due to high demand. Our take: The Super Bowl is likely the most lucrative advertising opportunity for US brands, as football continues dominating live TV—meaning advertisers are willing to invest despite the high cost. Live sports events, especially the Super Bowl, offer a rare combination of scale, immediacy, and viewer engagement.

The news: YouTube’s viewing dominance is pushing publishers and media companies to look beyond it as a marketing channel and adopt it as a primary platform for airing TV episodes and original content. National Geographic now airs linear rerun streams on YouTube, and NBCU launched YouTube-centric media brands like Comedy Bites and Family Flicks. Our take: Brands should prioritize YouTube just as they do TV and TikTok, not as a dumping ground for extra assets. Launching campaigns with a YouTube-first media strategy—including original YouTube content and creator-first formats like Shorts—is the new table stakes.

NBCU looks to secure MLB rights after ESPN backs out: The deal would position NBCU as a one-stop shop for sports, enhancing its value for advertisers.

Peacock reduced losses, gained subscribers in Q1: The successes indicate that the streaming platform could become more enticing for advertisers.

The Trade Desk and publishers push for a more efficient open internet: Media leaders see programmatic as a way to unlock ad opportunities while reducing reliance on walled gardens and improving supply chain transparency.

NBCU and Macy’s deal highlights live events as crucial opportunities: Advertisers reach massive audiences through events like the Macy’s Thanksgiving Day Parade.

Shoppable ads will be a focus for brands in 2025 as they test new formats offered by retail media networks and their media partners.

Retailers, streamers embrace shoppable TV ads to shorten the path to purchase: WBD, Amazon, Kroger, and The CW Network are relying on the format to drive product discovery and sales.

Paramount expands shoppable TV capabilities with Shopsense AI partnership: The two companies team up to enable viewers to shop the MTV VMAs, with plans to install similar features in other Paramount content in the coming months.

Paris Olympics drives record viewership: NBCU sees 82% increase, highlighting value for advertisers in live sports events.

Netflix viewership grows thanks to hit show ‘Bridgerton’: While Netflix is seeing gains, it still falls behind NBCU, YouTube, and Disney.

Retailers invest in shoppable TV ads after seeing early results: Walmart, Amazon, and Home Depot are banking on the format’s interactivity and ability to grab viewers’ attention to drive holiday sales.

Over one-third (38%) of US adults have decreased their impulse spending this year, up from 14% in 2022, per a study commissioned by Slickdeals and conducted by OnePoll. As we enter the holiday season, there are still a few ways retailers can encourage impulse purchases, from experimenting with shoppable media and putting seasonal products front and center to anticipating the last-minute needs of customers picking up orders in-store.

Roku and Shopify team up on shoppable ads: Viewers will be able to purchase items from Shopify merchants directly from their TVs.

Walmart Connect is teaming up with NBCU to power ads in sports livestreams: The partnership is part of Walmart Connect’s growing CTV ambitions, which includes an expanded deal with Roku.

Twitter’s CEO is a strategic pick that ultimately won’t do much: Linda Yaccarino is an experienced exec, but it may be too late to stop Twitter’s decline.

Before the pandemic, Roku, Hulu, and YouTube made up about half (45.9%) of the US connected TV (CTV) ad market. That market has expanded significantly. Despite solid US CTV ad revenue growth across all three companies, their combined share will account for around one-third of the $26.92 billion that will go to CTV in 2023.