蘑菇AV

The election brings more ad spending to Spanish-language media: TelevisaUnivision garnered record US political ad revenues as candidates fight for Hispanic voters.

Unilever鈥檚 investment in influencer marketing will rise from about 30% to 50% of the company鈥檚 total ad spend. Fernandez suggests that an influencer-first strategy will make Unilever more trustworthy to consumers who are skeptical of traditional corporate messaging. 鈥淭here are 19,000 zip codes in India. There are 5,764 municipalities in Brazil. I want one influencer in each of them,鈥� Fernandez said.

Almost half (45%) of advertisers are planning on reducing overall ad spend. Of those, 60% expect ad budgets will drop by 6% to 10%, while 22% expect a drop between 11% and 20%.

FAST streaming is growing fast: The number of active channels has nearly doubled in several key markets, with the US showing the most growth, but user experience remains key.

Spotify keeps Bill Simmons on board: The Ringer founder extends his contract as Spotify pivots toward video podcasting and sustainable ad-driven content.

Will December鈥檚 strong ad spend hold into 2025? Economic uncertainties could cause a cooldown, but regulatory shifts offer some relief.

Influencer marketing spend will grow15% YoY, outpacing digital and social ad spending, and will reach $10.52 billion in 2025, 蘑菇AV forecasts. Despite its growth, influencer marketing has maintained a core communication issue鈥攏o one knows what to call the people who are doing the work.

Women鈥檚 sports advertising is thriving: TV viewership is up 140%, ad spend has doubled, and in-game ads drive 40% more engagement than primetime TV.

Compared with other traditional media channels, out-of-home (OOH) is resilient. US OOH ad spend will grow 5.2% this year, per our March 2024 forecast, significantly more than TV, radio, and print, which will mainly see declining figures over the next few years.

Moderate growth won鈥檛 be enough for OOH to maintain its relatively small share of the total US ad market, which will drop from 2.4% this year to 2.0% in 2028. One in 40 US ad spending dollars went to OOH in 2023, but that ratio will be 1 in 50 ad dollars in 2028, mainly due to the very rapid increase in ad spending going to connected TV (CTV) and other digital formats.

Show why recent trends in US ad spending raise the possibility of brand safety challenges this year. Analyze social media platforms鈥� past and current content moderation practices. Present findings on how generative AI (genAI) dramatically ups the ante for brands to protect themselves from toxic content. Recommend steps marketers should take to mitigate risk.

Google, OpenAI explore ads: The moves indicate that ads will be a crucial part of how AI search engines generate future revenues.

The number of companies with more than $1 billion in annual US connected TV (CTV) ad sales jumped from two in 2020 to five this year. In a recent 蘑菇AV webinar "CTV Watch: How Streamers Compare in Time Spent and Ad Revenues,鈥� our analyst Ross Bones explained the top trends in CTV viewership and ad spend.

US media agency professionals executing YouTube campaigns rated brand safety a top objective, per Pixability. A challenging market: With sports-betting ad dollars shrinking, platforms may preemptively distance themselves from gambling鈥檚 volatility and potential to cause gambling addiction and harm. 蘑菇AV 2.5 million US adults (1%) meet the criteria for a severe gambling problem in a given year.

Mobile ad fraud is evolving: A new scheme exploited bid requests and fake installs, highlighting why marketers must invest in fraud detection to protect ad spend.

Brands making the calculation that political favor is worth more than proven ad dollar ROI鈥擷鈥檚 ad revenue struggles go back to when it was still Twitter鈥攕hould remain cautious about advertising on the platform and understand that this decision might do more harm than good.

Ethan, you put together the report for us. The two other gents we have on the call worked on the numbers behind the scenes, but could you set the table for us? What top line is time spent with media looking like this year? Ethan Cramer-Flood (03:35):. Absolutely. Yeah, so this is US time spent with media 2025 hot off the presses.

US linear TV ad spend is shrinking (8.0% YoY) as connected TV (CTV) ad spend grows (21.2% YoY). This year, US CTV ad spend will total $25.09 billion while linear will total $61.31 billion.

Modelo鈥檚 college basketball ad spend grows 48%: The investment highlights the lucrative opportunity of advertising during live sporting events.

The number of US ad tech mergers and acquisitions nearly doubled from 2023 to 2024, per Luma Partners. We could see T-Mobile鈥檚 deals inspire other firms to scramble to buy up smaller or highly specialized ad tech players to expand offerings.

When Apple, which pledged $500 million to US manufacturing, faced UK pressure for an iCloud encryption backdoor, Director of National Intelligence Tulsi Gabbard called it 鈥渁 clear and egregious violation of Americans鈥� privacy and civil liberties,鈥� per The Associated Press. Gabbard asked the Central Intelligence Agency (CIA) and other US agencies to review the request.

Publicis strengthens AI and first-party data strategy: The Lotame acquisition enhances its identity solutions, adding 4 billion customer profiles and expanding Epsilon鈥檚 AI-powered ad targeting.

Spending in the US affiliate marketing ecosystem will exceed $10 billion for the first time in 2024. But content distribution changes, advertiser focus on first-party data, and shifting consumer behavior will push the channel into a new phase.