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December was the second-largest month for US advertising in 2024 behind July, when the Olympics and other sporting events propelled the market to 15.3% growth. Zooming out: The ad market鈥檚 strong end-of-year performance reflects a robust consumer appetite during the holiday season. But the key question is whether that growth will extend into 2025 as economic uncertainties swirl.

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.

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.

Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Wellness is becoming more digital, personalized, and consumer driven, with technology playing a central role in health management, fitness, and self-care.

Paul Ballew, chief data and analytic officer for the NFL, said in a press release that the sports league 鈥淸supports] Nielsen鈥檚 efforts to modernize measurement so we can all benefit from accurate insights in an increasingly fragmented media marketplace,鈥� calling the certification 鈥渁 significant step.鈥�.

CEO Bill Koenigsburg told Business Insider in an interview that the company is actively searching for acquisitions in retail technology, influencer marketing, and sports marketing. Recently appointed president Bob Lord, an advertising veteran who led acquisitions at AOL and worked at IBM and Publicis Groupe, will lead Horizon鈥檚 search for acquisitions.

The addition of news would further flesh out Amazon鈥檚 streaming catalog, which is now packed with original properties and various sports rights.

Roku has become a sticky platform, strategically surfacing content to users and inking crucial sports deals that make it a hub for content of all kinds. In its report, Roku attributed significant gains in sports viewership to a recent deal with Major League Baseball and to 鈥淶ones鈥� that serve as entry points for viewing NBA and NFL content.

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.

Odd-numbered years usually see a downturn in traditional ad spending growth thanks to the absence of major global sporting events and fewer elections around the world. We expect a similar outcome in 2025. However, the digital side of the industry is still doing very well, and its annual increases will keep total media ad spending growth in the high single digits for several more years.