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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.

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.

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.

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.

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

Comcast to distribute Max in the UK in exchange for US bundle rights: The deal shows competitors willing to team up in a saturated market.

And with sports rights and audiences increasingly embracing digital viewing channels, linear鈥檚 ability to rely on sports may be sunsetting. The challenge for a merged DirecTV and Dish Network will be stemming the decline and developing a strategy to transition to the digital era.

This year, plenty of campaigns showcased the innovation and creativity of the ad industry.

And the remainder is mostly made up of videos on news and sports websites, esports services like Twitch, YouTube alternatives like Vimeo, and adult content (pornography). Total time with digital video far exceeds TV time. TV may endure as the single largest category for a while longer, but all digital options combined far exceed TV鈥檚 reach.

In addition to subscriber growth, Paramount must maintain its presence in premium content, especially sports, to retain viewers and advertisers. This includes more efficient spending and greater synergy between its traditional and digital businesses.

Pluto TV has sports and crime and drama and comedy. There's kind of everything, all types of programming are on there. A niche service tends to focus on one type of programming, like only anime is on Crunchyroll, only horror is on Shudder. Gotham Sports only has New York regional sports networks. So it's like all one thing, going hard on that one thing.

Who is OpenAI鈥檚 new CMO? Kate Rouch will lead the company through its first advertising efforts as it seeks to diversify revenues.