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Women's sports viewership continues its upward trajectory with the NCAA women's basketball championship game drawing over 8 million viewers and peaking at 9.8 million, per ESPN ratings. While that figure is down over 2024鈥檚 18.5 million, it represents a longer trend of sustained growth in women鈥檚 sports viewership. This phenomenon can no longer be attributed to one single star athlete鈥擟aitlin Clark鈥攂ut to an overall increase in women鈥檚 sports popularity.

Social media (41%) and traditional media (43%) are expected to take the largest spending cuts, while linear TV, gaming (24%), digital display (20%), and podcasts (16%) will also see declines. When will it happen? The biggest spending pullbacks are likely to occur in Q2 (34%) and Q3 (37%), as advertisers react to mid-year economic shifts. Tariffs are accelerating ad budget cuts.

鈥淐onsumers report multiple warning signs that raise the risk of recession: Expectations for business conditions, personal finances, incomes, inflation, and labor markets all continued to deteriorate this month,鈥� wrote Joanne Hsu, director of the University of Michigan鈥檚 Surveys of Consumers, who recently appeared on our 鈥淩eimagining Retail鈥� podcast.

On today's podcast episode, we discuss how TikTok Shop has changed the way people shop on social media, how the brands who sell on the platform will be impacted if TikTok goes away, and what they should be thinking about next. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves and Vice President and Principal Analyst Jasmine Enberg.

But in 2025, these gamified programs won鈥檛 necessarily be tied directly to a purchase, said our analyst, Suzy Davidkhanian on our 鈥淏ehind the Numbers鈥� podcast. Retailers will use gamification this year to bring consumers to their stores and websites and to collect consumer data for their media networks, focusing on a lasting consumer relationship rather than a single purchase.

Although inflation, a strong job market, and a positive economic outlook are at play, three dominant ad channels are contributing to upward US ad spend. October saw a 3.2% YoY growth for the US ad market, marking the fourth consecutive month of spending increases, according to the Standard Media Index ad market tracker.

鈥淲hile 76% of Target guests use the app while they're in store, that number jumps up to 90% for Gen Z,鈥� said Nikhil Sharma, senior director of performance and insights at Roundel on a June episode of our "Behind the Numbers" podcast. And it鈥檚 not just Target where consumers are looking at retail apps.

鈥淲e think of value as quality and price, but I think more and more we鈥檙e adding time savings,鈥� said our analyst Suzy Davidkhanian in a recent 鈥淏ehind the Numbers: Reimagining Retail鈥� podcast.

YouTube鈥檚 ad business took a hit in the latter half of 2022, with revenues down year over year in both Q3 and Q4. The company has since hired a new CEO, hiked YouTube TV prices, and introduced podcasts to YouTube Music to try to reverse the downward trend.

On today鈥檚 special edition podcast, we discuss how marketers and advertisers are beginning to treat influencer marketing as a need-to-have as more serious industries from B2B to politics and healthcare are developing their own creator strategies. This discussion is from the keynote of 蘑菇AV鈥檚 The Creator Economy Trends 2025 and is hosted by Vice President and Principal Analyst Jasmine Enberg and Principal Analyst Sarah Marzano. Listen everywhere and watch on YouTube and Spotify.

Go further: Read our Travel 2025 Infopack and/or watch our 鈥淏ehind the Numbers鈥� podcast on summer travel. Editor's note: This content is part of 蘑菇AV鈥檚 subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports.

On today鈥檚 podcast episode, we discuss how much is too much when it comes to AI-generated ads, the relationship between how much people notice ads versus how intrusive they find them, and the main reason consumers say they feel 鈥渋gnored鈥� by marketers. Tune in to the conversation with Director of Podcasts and host Marcus Johnson, Director of Reports Editing Rahul Chadha, and Senior Analyst Evelyn Mitchell-Wolff. Listen everywhere and watch on YouTube and Spotify.

Download our playbook, Driving Growth in the AI Era, exclusively from Zeta Global. Hello everyone and welcome to the Banking and Payment Show, a behind-the-numbers podcast from eMarketer, made possible by Zeta Global. Today is February 11th, 2025. I'm Rob Rubin, Head of Business Development at eMarketer and your host today.

Spotify has reached a record 551 million monthly active users worldwide after adding 36 million new users in Q2鈥攁 growth that鈥檚 three times greater than the same period last year.

Trump win could fuel conservative media growth: Fox News likely to thrive, while creators reshape the digital narrative with direct-to-audience engagement.

On today鈥檚 podcast episode, we discuss how GenAI is changing the customer shopping journey the most, the impact of AI agents, and how to maintain brand messaging in a more conversational universe. Tune in to the episode with Senior Director of Podcasts and host Marcus Johnson, our Analyst Jacob Bourne, Vice President Suzy Davidkhanian, and Global Digital Commerce Senior Director, Strategy & Execution, Todd Hassenfelt. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 special edition podcast, we talk about how brands are rising to the challenge of finding the right influencers and creators for campaigns. Listen to the discussion with Senior Analyst, Minda Smiley, as she hosts N鈥橸aisha Aziz, Global Social Media Lead at Uber, and Rodney Mason, the Head of Marketing and Brand Partnerships at LTK. Listen everywhere and watch on YouTube and Spotify.

On today鈥檚 special edition podcast, we discuss the evolution of creator content, how content is migrating off social channels, brand partnerships and the implications of AI on content. Join Vice President and Principal Analyst, Jasmine Enberg as she hosts Nicole Weltman, Head of Social from Taco Bell, Bryan Reisberg, Creator, CEO, and Co-Founder of Little Chonk, and Sarah Crockett, Senior Vice President and CMO of DSW. Listen everywhere and watch on YouTube and Spotify.

On today's podcast episode, we discuss how folks viewed big ticket items over the Thanksgiving holiday shopping period, how in-store foot traffic shook out, and the impact of buy now, pay later (BNPL). Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Senior Analyst Zak Stambor and Analyst Rachel Wolff.

The beauty industry is shifting its approach to aging consumers, moving beyond traditional anti-aging messaging to embrace more inclusive, health-focused approaches. "Ageism is the only 'ism' that every person can experience. Aging is a universal experience," said Jacynth Bassett, founder and CEO of Ageism Is Never In Style, on a recent "Behind the Numbers" podcast.

On today鈥檚 podcast episode, we discuss how the beauty industry is venturing into untapped markets, how the conversation of ageism in beauty fits or diverges with the greater trend away from diversity and inclusion, and how brands market to older people while staying relevant with younger audiences. Listen to the conversation with our Senior Analyst Sara Lebow as she hosts Principal Analyst Sky Canaves, Analyst Arielle Feger, and CEO and Founder of Ageism Is Never In Style庐 Jacynth-Bassett.

"Nobody knows what's going to happen and when," said our analyst Rachel Wolff on a recent 鈥淏ehind the Numbers鈥� podcast, about the potential impact of tariffs. "Everybody's just waiting until the last possible minute to figure out, will these actually go into effect?" Retailers are bracing for disruptions as President Donald Trump鈥檚 on-again, off-again tariffs on imports from Mexico, Canada, China, and the EU loom.

The close tie between Amazon's ecommerce and advertising businesses presents both opportunities and challenges. "When ecommerce sales are growing, retail media dollars are going to go up,鈥� our analyst Jeremy Goldman said on a recent episode of the "Behind the Numbers" podcast. 鈥淏ut when ecommerce dollars aren鈥檛 growing that much, it's harder to get the retail media dollars to grow because they鈥檙e so intertwined."

Hello everyone and thanks for hanging out with us for the Behind the Numbers Weekly Listen, an eMarketer podcast made possible by Awin. I don't know why I'm out of breath. I've done literally nothing in the last two minutes. Evelyn Mitchell-Wolf:. You did just speak at the speed of light, so maybe that's it. Marcus Johnson:. Is that why? Okay, let's pretend that's the reason.