What the 2026 Winter Olympics Reveal About the Next Era of Performance-Driven TV
As live events reclaim their place at the center of media consumption, NBCUniversal is using the 2026 Winter Olympics to showcase what the next era of TV advertising looks like: performance-driven, data-informed, and dynamically optimized in real time. Not surprisingly, NBCUniversal sold out its Olympic inventory, setting yet another Winter Olympics ad sales record. The […]
Why Holding Companies Phase Creativity Out of Media Strategy
The advertising and media investment industry does not suffer from a lack of intelligence or talent. Some of the sharpest strategists, planners, and buyers have longstanding relationships with their clients and respective agencies. However, despite the depth of experience and expertise, media strategies across brands, categories, and competitors continue to look increasingly interchangeable. That sameness […]
5 Media Trend Predictions for 2026
The media landscape doesn’t evolve on a predictable timeline. Platform innovation, shifting consumption habits, and new buying mechanics move at a speed where if you blink, you probably missed it. For brands, keeping pace isn’t just about awareness, it’s about knowing where to lean in, when to pivot, and how to extract real value from […]
[Video] The Next Wave of Streaming Consolidation: What It Means for the Industry and Advertisers
The streaming industry is no stranger to shakeups. Ironically, the volatility of consolidation and change is one of the main constants in the industry. The latest merger reports that Warner Bros. Discovery rejected an acquisition bid from Paramount, sparking speculation that multiple suitors may soon be circling. To unpack what this moment says about the […]
[Video] The Future of Late Night
Late night television, once a cornerstone of American culture and a consistent part of the media mix is undergoing a shrinking platform. Within just weeks, two major franchises made headlines: For decades, late night offered advertisers a unique combination of cultural influence, celebrity access, and a brand-safe environment. Today, that value proposition is eroding. To […]
4 CTV Trends Taking Shape in 2025
In 2025, the narrative around CTV is remarkably clear. “Growth” and “opportunity” are the dominant themes when you look at new technology, ad innovation, and consumer habits. In other words, CTV is having another big year. From the explosive proliferation of FAST channels to the booming digital video ad spend and the innovative convergence of […]
What You Can Expect From the 2025 Upfronts
From the continued dominance of live sports to the evolution of streaming ad tech, this year’s upfront landscape presents fresh opportunities and evolving challenges. Here, we break down the biggest themes shaping year’s upfront marketplace. Live events and sports remain the centerpiece of the upfronts Unsurprisingly, live sports are still the crown jewel of networks’ […]
Carriage Disputes Are Changing: A Proactive Strategy for Advertisers
Carriage disputes, those contentious negotiations between networks and distributors over programming fees, may seem like a distant headache during your ad campaign planning. But for brands and media buyers, they’re a critical hurdle to navigate to ensure your advertisement connects with its audience, especially when they happen during a live event with a large audience […]
4 CTV Trends We’ve Seen Take Shape in 2024
Connected TV is booming in 2024. Viewership is high, advertising opportunities are increasing, and new tech is rolling out to bring the viewer closer to purchase. This year, we have seen a wave of innovation, with trends like shoppable ads, co-viewing measurement, and ad-supported tiers taking center stage. Here, we dive into four trends shaping […]
Mastering the FAST Lane: Why Free Ad-Supported TV Deserves Your Ad Spend in 2024
Free ad-supported TV (FAST) has continually risen over the years to compete with major subscription streaming platforms for viewers. In 2023, it reached over 100 million viewers, and recent data suggests it will continue to grow. FAST channels stand out due to their natural allure for consumers—particularly during times of economic uncertainty, where free content […]