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Streamers have indicated that they鈥檙e willing to spend billions on sports rights, and yearly events like award shows have also increased asking prices in contract renegotiations, sometimes even abandoning long-time broadcast partners. Disney recently became the broadcast partner for the Grammys from 2027 onward after it paid 20% more than previous partner CBS, The Journal reported.

Sports advertising scored a below-average 28. The 2024 Olympics score for feminine gender expression fell to 54 from 60 in 2020. Signs of progress: Despite the low average score, advertisers made some progress. 70% of countries scored above the global average for ad representation. Charity/nonprofit groups scored highest, with an average RX of 42.

Our take: Amazon's achievement with the Thursday Night Football opener shows the increasing importance and potential of streaming platforms in sports broadcasting. Their ability to tap into younger audiences presents a unique value proposition for leagues and advertisers.

Sports-betting companies like DraftKings will also advertise. If last year鈥檚 Super Bowl ad spending was defined by the crypto world, this year it鈥檚 the alcohol industry鈥檚 turn. Budweiser gave up its position as the exclusive alcohol advertiser of the event, allowing brands like Heineken, Miller, and others to swoop in.

On top of that, a couple of publishing rivals, The Journal, Post, CNN, New York Times, et cetera, they teamed up with Stagwell, who Jonah mentioned, to ease Brown's fears by promoting studies showing that ads adjacent to stories covering politics or gun shootings performed as effectively as ads placed next to positive stories about business, sports, entertainment, things like that. (23:52):.

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

The up-and-coming shopping app Temu made waves with its Super Bowl ad debut this year, airing its 30-second spot with a cheery 鈥淪hop Like a Billionaire鈥� tagline several times on Fox during and after the broadcast of the big game. Here鈥檚 what you need to know.

On today's podcast episode, we discuss whether this is the beginning of Amazon's decline, if the Internet is becoming more ad-free, whether shopping pairs well with streaming, where brands will shift their ad dollars during the Super Bowl as they lean away from X (formerly Twitter), ChatGPT creator OpenAI's deal with publishing giant Axel Springer, the most visited tourist attractions in the world, and more. Tune in to the discussion with our analyst Blake Droesch and vice presidents of content Suzy Davidkhanian and Paul Verna.

Duo is going to the Super Bowl. McNugget Buddies are back. Grimace never left. The most exciting brand mascots respond to and play off of existing energy, transforming display and out-of-home ads into social media conversations. Here鈥檚 how some of the biggest brand mascots are building buzz.

On today's episode, we discuss the significance of the recent deal between Microsoft and OpenAI, whether TV is changing streaming back into TV, if the esports bubble has officially burst, whether Apple Maps' upgrades can start chipping away at Google's search dominance, some interesting facts about monarchies around the world, and more. Tune in to the discussion with our director of reports editing Rahul Chadha, director of forecasting Oscar Orozco, and analyst Max Willens.

Temu鈥檚 number of unique US visitors increased by nearly nine times between September and December 2022, according to Comscore Media Metrix Multi-Platform. That made Temu more visited than Chinese goods sellers Shein and Wish by the end of last year, before it rose to greater prominence with its Super Bowl ad campaign.

WBD鈥檚 TNT Sports will produce the iconic 鈥淚nside the NBA鈥� show, featuring Charles Barkley and Shaquille O'Neal, which will air on ESPN and ABC starting with the 2025-26 season. TNT Sports will expand its collegiate sports coverage by broadcasting Big 12 football and basketball games from 2025, complementing its existing College Football Playoff content.

TikTok leverages major activations for the Super Bowl and Lionsgate: The new format will have big advertisers eager to participate, but the pop-ups are a problem.

Paramount鈥檚 streaming growth offsets legacy TV decline: Streaming revenues surge, but ad revenue from linear TV continued to decline, highlighting the company鈥檚 shifting priorities.

It plans to expand the capability to other live sports, scripted content, and unscripted shows. Shoppable ads will also be front-and-center during Amazon鈥檚 coverage of the Black Friday NFL game. By the numbers: TV is a potent tool for product discovery. Nearly two-thirds (63%) of consumers find new brands or products through TV content, per an 蘑菇AV survey conducted with Shopsense AI.

Walmart and NBCUniversal began a partnership last year to bring shoppable advertising to sports livestreams on Peacock, allowing advertisers to tap into connected TV鈥檚 (CTV) hyperspecific targeting capabilities. Walmart and NBCU teamed up again for shoppable ads during Thanksgiving Day NFL games, and other partnerships are likely to follow.

Digital audio consumption continues to grow in the US. Younger audiences are leading the way, adopting platforms like Spotify and audio content like podcasts.

One of the nicer ways to use Twitter was to have it open as a companion during some major event, whether it's a sports match or the election or the Oscars or something like that. And that service is splintered across a lot of these platforms. Reddit now has these live blogs on sports subreddits that are very popular and get a lot of activity. There are places for those users to go, if not Bluesky.

Amazon is committed to investing in content, with an emphasis on live sports such as the NFL鈥檚 Thursday Night Football on Prime Video and plans to stream MLB, NBA, and NHL games through a deal with Diamond Sports Group. This will be a critical part of its strategic shift to draw more advertisers. To view the full forecast, click here.

This report presents five of the most intriguing and/or under-the-radar forecasts for 2025 that clients should be aware of, as compiled by our forecasting team.