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This is the first installment of our annual 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

The news: The 2025 NBA Finals drew just 10.2 million viewers on average, among the weakest results in two decades鈥攜et Game 7 peaked at 19.3 million, the highest since 2019. Traditional ratings miss the full picture, though: social views on NBA Finals content soared 215% year over year to 5 billion. Our take: Gen Z sports fans are watching differently鈥攙ia highlights, short clips, and mobile-first formats on YouTube, Instagram, and TikTok. TV still matters, but leagues like the NBA must master new distribution models. With streaming growth and a massive $76B media deal in place, the future is already digital.

Trump may pursue 100% tariffs on movies produced overseas: The proposal promises to upend the American film industry.

The news: 82% of travelers are interested in using points from non-travel loyalty programs to book trips, per a report from Expedia鈥攊ncluding 43% who are extremely interested. Our take: Capturing expensive travel purchases is critical to reinforcing issuers鈥� card volume as economic anxieties make consumers spend less.

What do brands need to know about the next wave of digital growth?

On today鈥檚 podcast episode, we discuss why now might be the exact right time for Meta to bring back live shopping, who would be the most likely candidate to buy Party City, and why Disney thinks that now is the right time to pull the trigger on a big change. Tune in to the discussion with Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Vice Presidents of Content Suzy Davidkhanian and Paul Verna.

Warner Bros. Discovery posted strong Q2 2025 results, with studio revenues rising 55% YoY to $3.8 billion and HBO Max adding 3.4 million subscribers. A major company split is planned for 2026, separating Max and the studio from WBD鈥檚 legacy TV networks. Max is gaining momentum in a crowded market, with restrained ad loads and projected 85% growth in US ad revenues by 2027. With $10.76 billion earmarked for original content next year and major IP releases coming, WBD is positioning Max and its studios for standalone success. The split could offer investors a clearer, more compelling growth story.

The news: Cannes Lions 2025 kicks off June 16, with media companies and platforms turning the festival into a proving ground for brand innovation. Spotify is merging live acts like Cardi B with audiobook tastings and celebrity panels, while Canva hosts CMO roundtables alongside design influencers. Google, Uber, and Influential are anchoring talks on TV, sports, and creator-driven engagement鈥攚ith yacht-side podcasts and fundraising activations adding a new layer of purpose. Our take: This year鈥檚 Cannes isn鈥檛 about opulence鈥攊t鈥檚 about ownership. Brands that bring substance, not just spectacle, will emerge with more than headlines鈥攖hey鈥檒l leave with lasting partnerships and fresh strategic playbooks.

The news: YouTube TV may drop Fox News, Fox Sports, and Fox Broadcast Network this week if Google and Fox Corporation don鈥檛 agree on renewal terms. A blackout removing seven Fox channels could ding YouTube TV鈥檚 engagement鈥攅specially during live sports and election season, when Fox鈥檚 properties pull massive audiences, per CNBC. Our take: Fox Sports specifically drives real-time viewership. Losing it weakens YouTube TV鈥檚 live-programming value proposition. For streaming platforms like YouTube TV, it鈥檚 a warning鈥攃ontent gatekeepers are no longer willing to share access without premium payouts. YouTube can negotiate partial or sports-only rights to minimize disruption, but the cost will likely be passed on to subscribers. If Fox goes dark on YouTube TV, advertisers must reallocate spend or risk diminished ad performance.

Google and Meta landed slightly below expectations in Q3, allowing a collection of hungry competitors to inch ahead. But overall, the ad industry remains healthy. Sports events drove streaming and CTV to record gains, and retail media continues to be the sector鈥檚 fastest-growing ad channel.

HBO Max is back after a lengthy branding misstep: The pivot reflects the enduring power of HBO鈥檚 cultural and commercial identity.

Digital pay TV we thought maybe was going to be competitive. Now that's too expensive. These things are free, and they're just sitting there waiting for you," said Cramer-Flood. Reddit defies social media stagnation. While we forecast overall time spent with social media will begin to decline among US users in 2025, Reddit is bucking the trend.

Netflix's Q2 2025 earnings results came in at $11.1 billion in total revenues. The company鈥檚 shift away from reporting net subscriber growth now places investor focus squarely on margins, ad performance, and global monetization. While churn remains low and its brand strong, Netflix faces growing competition from YouTube and TikTok for user screen time. With hit content, live sports, and gaming on deck, the streaming giant鈥檚 next act will test its ability to monetize an already massive user base while retaining cultural dominance. For Netflix, growth now means doing more with what it already has.

TV networks rely on Netflix for distribution: A deal between Netflix and French broadcaster TF1 is a clear sign of how video power dynamics have shifted.

The news: Women鈥檚 sports is continuing to grow in relevance, reaching new milestones in 2024, per research from the charity Women鈥檚 Sport Trust. Leagues like the Women鈥檚 National Basketball Association (WNBA) grew significantly across social media in the 2024 season, reaching a single-season record of nearly 2 billion video views across WNBA social media platforms鈥攎ore than quadruple the previous season. Our take: As more brands invest in women鈥檚 sports and viewership spikes, advertisers must recognize women鈥檚 sports not as a niche category only relevant for select moments, but as a critical part of a comprehensive sports marketing campaign.

Fubo debuts biddable pause ads: The move is the first time a CTV platform has offered biddable pause ads, but will require rapid scaling to remain effective.

Tariffs are destabilizing Hollywood鈥檚 growth: Rising costs and shrinking ad budgets threaten content, licensing, and consumer engagement.

Charter Communications and Cox will merge: Though the deal could face regulatory scrutiny, it promises to revitalize the ad landscape, if successful.