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Novartis, NFL strike corporate sponsorship deal: The partnership likely won鈥檛 focus on promoting Novartis products but is still a great opportunity for the drugmaker to build brand awareness.

On today鈥檚 podcast episode, we discuss if AI development is slowing down or speeding up, when it鈥檚 all said and done what happens to TikTok, if live sports are under threat from highlights, the potential impact of impending tariffs, which sports kids play the most, and more. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Senior Director of Forecasts Oscar Orozco, Principal Forecasting Writer Ethan Cramer-Flood, and Senior Forecasting Analyst Zach Goldner.

YouTube expands living room dominance: Sports, podcasts, and 4K content drive TV viewing surge鈥攁nd possibly a YouTube TV price hike.

Faced with booming media rights costs and legalized gambling, broadcasters, streaming services, and leagues are navigating how to stay innovative, remain profitable, and keep sports accessible for everyone. Media rights costs for major sports have surged dramatically, posing a significant challenge for traditional broadcasters like NBC and Disney.

On today's podcast episode, we discuss the size of sports betting markets, what happens when regulation gets too tight, and the potential problems associated with marketing within the gambling universe. Tune in to the discussion with our Principal Analyst and host Bill Fisher, Principal Analyst Paul Briggs, Senior Director of Podcasts Marcus Johnson, and Vice President of Content Paul Verna.

With multiple simulcasts, expanded measurement methods, and increased second-screen engagement, the Super Bowl鈥檚 live sports dominance will continue to grow.

A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5. This week, Temu and Shein get a scare, consumers use buy now, pay later (BNPL) apps to discover new products, and Super Bowl viewers don鈥檛 really care about ads for AI products or services.

The NFL鈥檚 shift to streaming reflects a broader move away from traditional cable, yet latency issues could hinder real-time engagement and sports betting. The final word: Super Bowl LIX showcased the changing nature of live sports broadcasting, advertising, and viewership habits.

Everyone is talking about Hims鈥� Super Bowl weight loss drug ad: The reaction has been largely negative. We examine why it鈥檚 a gamble that will likely pay off for Hims.

Doctors take issue with NYU Langone Health鈥檚 Super Bowl ad: They鈥檙e largely questioning the not-for-profit鈥檚 choice to pay $8M+ for the ad. We explore why health systems would be better off advertising in local markets than national TV events.

The future of Super Bowl advertising is multi-platform: Brands are investing in second-screen engagement and digital-first campaigns to maximize impact beyond the game.

Taking chances versus playing it too safe: Brands like Snickers and Nationwide have faced backlash for polarizing commercials, proving that shock value can be a double-edged sword.

The league鈥檚 share of the top 100 fell to 72 last year due to the Summer Olympics, the US presidential election, and other sporting events like the NCAA March Madness tournament. 厂辫辞谤迟蝉鈥� dominance hasn鈥檛 stopped other high-viewership live events from driving up prices for rights.

This sponsored article by MNTN will explore CTV and sports.

Dove will feature an ad highlighting young girls' low body confidence and how it leads to dropping out of sports. And non-alcoholic beverages like Poppi and Liquid Death will run spots alongside the usual wave of beer ads. Meanwhile, direct-to-consumer (DTC) pharma company Hims & Hers will run its first Super Bowl ad.

TV networks and streaming services are becoming more selective about producing new content. As a result, reruns of licensed shows and streamed live sports will become more important to marketers.

OpenAI hopes the Super Bowl can boost usage: Its first-ever spot coincides with a rebrand and rollout of ChatGPT search.

Canadian hockey is the next sports streaming rights prize: Amazon could partner with Rogers Communication to secure an NHL rights package next year.

Live sports offer a rare communal viewing experience, amplifying ad impact and embedding campaigns into cultural conversation. Beyond entertainment, these ads are carefully designed for social media, where teasers and extended versions expand their reach.

Yet the Super Bowl remains a unifying force that transcends sports and entertainment. That鈥檚 why grocers, retailers, and brands are rushing to cash in on the game's massive reach. Food fight: While grocery price growth has slowed, some items鈥攍ike avocados, up 14% YoY per NielsenIQ鈥攁re seeing steep hikes.

Sports betting is on a roll: Quarterly results show growth catalysts, signaling opportunities for platforms and advertisers.

NFL maintains DEI efforts as Trump rolls back policies: The league reaffirms its diversity commitment, arguing it benefits both competition and business despite shifting political winds.