MOTHER’S DAY SPENDING PROJECTED UP IN ‘25

Consumers are expected to spend $34.1 billion on Mother’s Day gifts this year, according to the annual study by the National Retail Federation. This is an increase of around $600 million versus last year, close to 2023’s record-setting $35.7 billion. The top categories (as they tend to be for this holiday) are flowers, greeting cards, and outings like dinner or brunch. That’s not to say that everyone is sticking with the tried and true: nearly half of consumers say they’re looking for a gift that’s unique or different. (NRF: April 28, 2025)

HOW TO REACH THOSE MOTHER’S DAY SHOPPERS? TV ADS

As consumers spend those billions of dollars on their moms, daughters, and wives, TV plays a big role in determining where and how they spend. Per the TVB’s Mother’s Day Report, Broadcast and Cable reach an estimated 80% of adults and occupy more of their time than any other media type. As we’ve reported in Video News in the past, TV helps to drive online searches, and Local TV has earned viewers’ trust. It’s not too late to get in front of those consumers: 48% start planning their celebrations 1-2 weeks in advance, and 11% wait until a day or two before. (TVB: April 2025)

AD MARKET BOUNCED BACK IN MARCH

Even amid a volatile wider economy, US ad spending grew by 7.8% in March—an encouraging sign after February’s more modest increase of 2.4%. February’s slow growth held the First Quarter to an average of 5.8%. Forward bookings (April/May) are up by just 1.8% as marketers appear to be taking a wait-and-see approach for the Second Quarter. How economic conditions evolve will no doubt play a role in how the scatter marketplace plays out. (MediaPost: April 30, 2025)

HISPANIC VIEWERS ESSENTIAL TO VIDEO INDUSTRY SUCCESS

Hispanic viewers, or Latinx, as referenced in the original article, pace ahead of the total population in just about every video usage metric, according to new data from Horowitz Research. For example, 92% of Hispanic households use SVOD services, compared to 81% of the total population. They also subscribe to MVPDs at a rate of 47%–slightly higher than the 44% average for all audiences. When it comes to vMVPDs like Hulu TV, they outpace the total population 35% to 23%. This will become even more noteworthy when Nielsen’s Big Data + Panel methodologies are widely adopted in the 25/26 Broadcast Year, as Hispanic viewers appear to have been undercounted by the previous Panel-Only metrics. (TV Tech: April 24, 2025)

TODAY IN VIDEO HISTORY

May 1, 1999 – SpongeBob SquarePants Debuts Who lives in a pineapple under the sea? Why, it’s our absorbent, yellow, and porous friend, SpongeBob SquarePants!  Nickelodeon couldn’t have known back in 1999 that they’d just introduced their most valuable piece of IP when they aired the show’s first episode. Since then, we’ve been treated to 316 episodes, two Netflix films, and three theatrical releases—with a fourth due this December. With the program’s (and the character’s) wit, optimism, and absurd brilliance, it’s no wonder it’s still going strong Twentee Seex Yeers Lateah. Click here to watch the 1999 intro video.