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On today's podcast episode, we discuss what happens now that the TikTok ban bill has been signed into law, whether AI is ready to significantly change search, the likelihood that Threads ads will be a hit, what social commerce's ceiling will be, the WNBA and the sports gender pay gap, and more. Tune into the discussion with analysts Jasmine Enberg, Minda Smiley, and Max Willens.

On today's episode, in our "Retail Me This, Retail Me That" segment, we invent a new sport called the "National Retailers League," where we look at how retailers stack up against each other across different areas. Then, we examine the battle between the top 15 retailers for online dollars and hand out some awards based on fulfillment experience, the best mobile app, and internet innovation. Join our analyst Sara Lebow as she hosts vice president of content Suzy Davidkhanian and analyst Blake Droesch.

Macy鈥檚 would have good reason to triple the price tag鈥擳he Parade is one of three non-sports and non-election events to breach the top 100 most-watched programs in recent years, per Nielsen. NBCU and its competitors have paid billions to have a stake in live broadcasts that routinely deliver high viewership.

21% of marketers worldwide will revolve US sponsorship efforts around the Olympics this year, putting it ahead of the NFL (20%) and NBA (18%), per January 2024 data from Genius Sports.

It will also add products to its home and toys, gaming, and sports assortments to capitalize on those categories鈥� growth potential, as well as expand its private-label food offerings. It鈥檚 improving the ecommerce experience. Target plans to use AI to offer more relevant recommendations, improve search results, and capitalize on social media trends.

Snap is increasingly positioning itself as a go-to platform for sports-related advertising, with brands like Uber Eats, Nerds, and DraftKings leveraging Snapchat's AR and creator tools around the Super Bowl. If Snap can establish itself as a key player in sports marketing, it could unlock a lucrative ad category.

Unless Paul, to your point, they hit on a big sports package. Paul Verna:. Yeah, like cricket in India or something like that could tip the scales. Marcus Johnson:. Oh, interesting. Yeah, because I was going to say there aren't many left, F1, but that's not going to do it.

Neon spends low鈥攗nder $300,000 in linear TV across sports programming and a strong push on Neon鈥檚 YouTube channel, per Deadline鈥攂ut still succeeds because marketers speak to genre audiences through strategic, targeted guerilla marketing. Disney could benefit from a similar strategy that focuses on ground-level efforts to generate excitement for Marvel content.

The sports rights spending of subscription OTT services will increase by more than $3 billion this year to reach $8.5 billion worldwide, according to Ampere Analysis. Their monthly viewership will also grow, per our forecast, surpassing 2 billion for the first time in 2023.

NBCUniversal and Fox inked a landmark deal to air the Super Bowl on both Telemundo and Fox Deportes, potentially allowing the game to reach more Spanish-language consumers than ever鈥攙iewers who are highly engaged with sports and hold significant buying power.

Brands will experiment with AR retail experiences and AI-powered content overlays at live events like concerts and sports venues. High-visibility use cases will create new advertising formats that blend digital interactions with physical spaces. This will fundamentally change how consumers interact with brands. Ad-supported genAI search will beat subscription models, benefiting Google.

So Reebok is getting back into golf and while I'm not a huge fan of the sport, millions of people in this country are, 45 million in fact. My father, shout out to him. The move signals the shoe giant's move to position itself back into team sports, but keeping its professional edge as well.

鈥淭hursday Night Football鈥� (TNF) continues to be a key pillar of this strategy, attracting both viewers and advertisers with exclusive sports content. The NFL deal has strengthened Prime Video鈥檚 position as a premium ad-supported platform, increasing engagement and driving ad sales.

While live sports and premium content will drive growth鈥攖he company shared news on that front at CES鈥擯eacock鈥檚 profitability remains a challenge. The coming NBA season will be a major test; if it attracts subscribers, Comcast鈥檚 approach could prove to be a winning formula. But if price hikes lead to churn, the company may have to rethink its media ambitions.

And many users regularly use X to keep up with topics like sports, something that the app has leaned into and continues to focus on. Threads and X also compete with text-first platform Bluesky, further fracturing the space. Snapchat is struggling to bring in new users. Snapchat鈥檚 US user base will see dips.

Because consumers now access content via dozens of platforms and devices, even tentpole events like award shows and live sports are more challenging to measure. As measurement catches up to consumer viewing habits, brands will have better information regarding where to reach incremental audiences and how to optimize frequency to drive awareness and consideration while mitigating waste.

That鈥檚 largely thanks to the app鈥檚 communities and fandoms centered around topics like sports and gaming. In recent months, X has tried to capitalize on that engagement, including by launching NFL and NBA Portals鈥攃entralized locations where users can keep up with real-time league news. New video features could also help drive more usage.