Peacock unveils live advertising features at CES: A busy calendar in 2026 has the company fleshing out its ad capabilities.

Shorter ad breaks, seamless delivery, and relevant ads are key to keeping viewers engaged with ad-supported streaming. These factors enhance satisfaction and drive better results for brands, according to the latest research from FreeWheel's Viewer Experience Lab.

Walmart Connect attracts marketers, gaining ground over Amazon: Digiday data shows that marketers are enticed by Walmart’s growth and unique ad space.

Comcast looks to free streaming biz from linear’s decline: The company is separating cable and digital assets in a move that others will mimic.

Comcast Q3 performance fueled by streaming and live sports: Olympics and Peacock growth attract high-value audiences for advertisers.

In a first for the Super Bowl, there will be two Spanish broadcasts: NBCU and Fox are sharing Spanish-language rights as marketers pay more heed to Hispanic consumers.

Charter Spectrum now offers $65 worth of streaming services: While easy access to alternatives could accelerate churn, pay TV has little choice.

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

Google faces criticism for AI ad: The Gemini commercial during the Olympics raises concerns over AI replacing meaningful human interactions and creativity.

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

Nearly half of US adults who have made a purchase via shoppable commerce have done so on social media, according to our February 2024 survey conducted by Bizrate Insights. But budding partnerships between brands and streamers may shift more commerce toward connected TV (CTV) platforms, especially around live events. For example, Paramount piloted a shoppable experience during the CMT Music Awards, NBCUniversal launched a new shoppable ad format ahead of this Summer’s Olympics, and Amazon added shoppable ads to its Amazon Prime platform.

All eyes have been on streaming at this year’s upfronts. Sports are moving to digital, new (and old) trends are emerging for ad buying and delivery, and political advertising has been surprisingly quiet. Here are four themes that stood out this upfronts season.

At NBCUniversal’s Upfront, ads and content share center stage: Return on ad spend, AI concerns, and streaming-first projects were all featured.

Streaming has been a home run for sports-based advertising Through sports rights, new and niche content, and creative ad formats, every major streamer is attempting to grab a share of sports connected TV (CTV) ad spend.

Politics will buoy linear TV ad spending this year, but allocations will continue to shift toward streaming options that keep gaining ad-supported viewers.

Among subscription video streaming services, Amazon Prime Video has the highest share of ad-supported viewers, while Netflix has the lowest.

Disney and NBCU signal a major shift in CTV ad buys: Both are working with The Trade Desk to make inventory available programmatically.

What is shoppable media and which formats have the most potential?

Walmart is launching its first shoppable video series: The first episodes of the holiday-themed “Add to Heart” will be available on Roku, TikTok, and YouTube beginning on Dec. 2.

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.