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Still, these events will deliver diminishing returns as streamers become the default entertainment channels and strike major sports broadcasting deals. Our take: TV advertising has started its slow, painful crawl out the door.

Lipsman notes Apple acquired the rights to Major League Baseball and Major League Soccer games and will become a bigger player in the acquisition of major TV sports rights in the near future. Apple TV+ also made a major leap this year, releasing several hit series like 鈥淏ad Sisters'' and 鈥淪everance,鈥� and winning an Academy Award for Best Picture with 鈥淐ODA.鈥�

And Ross has written about this too, how sports functions is a really important part of the media mix, I think for advertisers because that's probably the only place where you're going to get something akin to linear TV's, historical reach. And so you're seeing all these streaming properties bidding up on sports rights.

They鈥檙e not just going to litter people with ads, and to me the best environment to do that is 蝉辫辞谤迟蝉,鈥� he said. With NBA rights up for an expensive bidding war in the next few years, Apple will have the deep pockets to use the NBA as a springboard for its CTV plans, Lipsman said. 4. Amazon will buy a TV network to bolster its CTV footprint.

TV will officially be less viewed than digital video, according to our forecast, as users spend more time streaming appointment TV, scrolling TikTok, and watching news and sports through digital options like YouTube TV and Hulu + Live TV.

American Eagle and JD Sports were among the first retailers to use the feature. The move can help Block compete more aggressively with PayPal, whose Venmo already lets users make payments at popular retailers like Amazon. It may also help increase Cash App adoption: We expect 47.8 million US adults will use Cash App by the end of 2022, per our forecasts.

Amazon has become a much bigger CTV player, especially within sports and its Freevee service. Social video from places like TikTok are taking more CTV ad share as users watch this content on TV screens. Netflix鈥檚 tricks: 鈥淕iven just the scope of [its] business, Netflix could become one of the largest players in streaming advertising within a few years,鈥� said Benes.

Areas like VR fitness, immersive sports, concerts, and gaming events are compelling and open up various opportunities for brands to advertise on the platform.

Driving there was that fear, but that was before Max, formerly HBO Disney plus Netflix all got into advertising and then all these streaming services, including those and others have paid a lot of money to have live sports.

Live sports events like the Olympics and news events like the US presidential election tend to give linear TV a boost, but linear TV ad spend is on the decline as streaming takes over. Linear TV is composed of two sub-categories鈥攐ver-the-air (OTA) and pay TV. OTA: Free, broadcast television.

Videos could include information specific to a consumer鈥檚 weather or interests, or it could include sports teams and landmarks specific to an area without requiring a reshoot. Turning existing marketing content into videos.

鈥淭he people that are going to be squeezed by this are the brands that are used to using live sports as a way to reach their audiences but have tried to sell their products without relying on Amazon鈥檚 ecosystem,鈥� said Willens. 鈥淎 lot of them may chafe at being pulled into Amazon鈥檚 orbit.鈥�. Winner: Amazon. Consumers vs. Amazon.

So ads served, Sara says, in a sports bar during a Detroit Lions football game might feature great Lakes tourism, where a local car dealership's ads served in a gas station pump on summer nights might feature a cold energy drink on sale in the convenience store bars. And venues also can run their own TV commercials on this format as well, so a lot of potential there. (09:41):.

So I think it's really important for advertisers to not be a one trick pony, to advertise on more diverse content, and mix things up just beyond traditional sports. And I don't want to put too much attention on award shows because yes, that trend has been going down, but advertise on places that your traditional sports fan won't be on, both on traditional TV and on social.

So, that's almost over 230 billion wagered in 2025, and there's a great hypocrisy here where the leagues, the colleges, and sports venues, they're all attaching themselves to these brands and they're all obviously advertising at a very heavy pace on all sports broadcasts and elsewhere.

Also, the last sports train out of town, the NBA will be the last major sports media property to come up for bidding in a long time notes Lee Burke of consulting company LHB Sports and Entertainment Media. Let's move to round two, we start with Ethan. Shoppable ads are paying off for smart TV owners.

Prime Video has a head start, benefiting from its experience with ads on Fire TV, Freevee, and on-demand sports, Benes said, unlike Netflix and Disney+, which were both new to introducing ads into their streaming services. Amazon鈥檚 purchase of Thursday Night Football positions it strategically to capture a broader audience. Impact of the prediction:.

This has been driven by live sports viewership. Demographics. CTV has the largest audience share among millennials: There will be 62.0 million millennial CTV users in the US this year, per our forecast. Traditional TV in the US is dominated by the 65-and-older age group, which spends 4 hours, 58 minutes (4:58) watching linear TV per day.

Search and answers: Timeliness has been an issue, particularly when it comes to data like sports scores. In response, Microsoft will increase by fourfold the number of grounded data sent to the model for queries looking for direct and factual answers, like numbers from financial reports. The company is also considering adding a toggle for the level of precision versus creativity in query answers.

Amazon is hanging out there too, with ads on Freevee and live sports. And social video has expanded, with TikTok eyeing CTV formats. With two-thirds of spending still going to linear for the foreseeable future, CTV platforms are fighting over a limited number of ad dollars.

Today's facts, only three sports professionals, Jeremy, across the major US sports have had their jersey retired leaguewide, not just for their team. Who are they? Jeremy Goldman:. Michael Jordan. Marcus Johnson:. Nope. Jeremy Goldman:. Ah, what? Wayne Gretzky. Marcus Johnson:. Yep. Wayne Gretzky's number 99 jersey in hockey. Jeremy Goldman:. Bill Russell. Marcus Johnson:. Very nice.