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This is thanks in part to a shift from traditional media as well as to investments in retail media networks (RMNs). Retail leads total digital ad spending. The retail sector invests almost as much as the next three industries鈥攁utomotive, financial services, and travel鈥攃ombined. Retail's digital ad spending will exceed $4 billion next year.

However, older patients are pharma鈥檚 top priority鈥攁nd they鈥檙e the folks most likely to consume traditional media. We forecast that US consumers ages 65+ spend on average over 5 hours per day with linear TV, while those in the 55 to 64 age group watch about 4 hours a day.

FDA warns AbbVie for misleading TV ad ft. Serena Williams: Pharma marketers鈥攑articularly those who work with celebrities鈥攐ught to pay close attention to the regulator鈥檚 assertions.

TikTok鈥檚 growing influence: TikTok is becoming a key news source for Gen Z, with more young people using it for news than traditional media. Read article. Noplace tops App Store charts: The social app is drawing in Gen Zers with its aesthetic, user-friendly design, but its ability to compete with established apps depends on debugging and user retention. Read article. AI took over at work and at home.

Digital channels also provide the opportunity for more targeted advertising compared with traditional media. For example, Healthgrades鈥� AI modeling for CTV ads allows pharma marketers to reach patients with particular conditions based on doctors they鈥檝e booked on Healthgrades鈥� platform. Adapt to genAI search trends.

Theater chains to invest $2.2 billion in upgrades: Major theater chains are planning large-scale upgrades to improve the in-theater experience, attracting audiences back to cinemas.

AI adoption by major platforms and the continued decline of traditional media suggest this transformation will only speed up. However, geopolitical factors, including US-China relations under President-elect Donald Trump, could affect this trajectory, particularly in emerging markets where retail media is driving digital growth.

"The biggest change in the last 25 years has been the rise of the creator economy, which has fundamentally redefined how brands connect with consumers by shifting influence from traditional media to individuals," said Scott Fisher, founder and chairman of Select Management Group.

Well, that chart jumped out to me as well, and I've got that here in my notes, which is that, as you point out, out-of-home ad spending has held up better than other traditional media.

鈥楽inners鈥� beats box office expectations for the second week in a row: The film鈥檚 success is a beacon of hope for WBD and the theater industry.

TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.

Beyond taking up more space in budgets, influencer marketing shops are mirroring other longstanding practices in the traditional media landscape, like agency reviews and upfronts.

Smaller sales can produce big results: Once again, Amazon is using category-specific sales events to drive increasingly cautious consumers to spend.

Barnes & Noble is expanding its footprint: Riding a wave of strong sales鈥攁nd buoyed by the #BookTok phenomenon鈥攖he bookseller expects to open more than 60 new stores this year.

Ad spending growth is tapering off, but major changes are coming to the market, including the deprecation of third-party identifiers, a new era in TV ad measurement, and growing use of AI in advertising.

鈥淢ickey 17鈥� is a swing and a miss: The big budget film failed to impress at the box office鈥攁nd marketing might explain why.

In contrast, traditional media still dominates in Germany, and the digital divide isn鈥檛 quite as pronounced in France. The digital shift was exacerbated by the pandemic but continued apace thereafter. Digital overtook traditional in 2019, but the pandemic saw digital make a 42-minute leap, while traditional time continued to fall.

AI鈥檚 role in Hollywood expands: The Russo brothers' new studio will explore AI-assisted filmmaking AI skepticism persists in the industry.

TikTok boosts movie success: The platform drives theater attendance and ticket sales, especially among younger audiences.

Three years ago, traditional media accounted for the majority of ad spending. The balance tipped in 2022, and digital spending will completely overshadow traditional by 2026. Retail media is the biggest driver of digital. During the economic downturn, ad spending was drawn down the funnel, with retail media being the biggest beneficiary.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.