PAID MEDIA INCREASES SHARE OF MARKETING BUDGETS

With companies reluctant to increase spending during times of economic uncertainty, marketing budgets are expected to remain flat through 2025, per a study by research firm Gartner. As the cost of ad inventory increases, media budgets have to increase if they are to even keep up with last year’s levels. Without incremental budgets, this means media’s share has to come from other areas like marketing tech, labor, and agency costs. Each dollar is going to be spent more thoughtfully, and every penny needs to be as effective as possible. (Adweek: May 12, 2025)

LINEAR AD SPEND UP FOR Q1

With effectiveness more important than ever, marketers have been turning to the ol’ reliable: Linear TV ad spending for First Quarter increased by 4% year over year, per iSpot’s “Q1 2025 Ad Transparency Report.” Advertisers look to Linear TV for its high-quality media mixes and outcome-based strategies. As you might expect, the strongest Linear performers are News and Sports, with college basketball, the NFL and the NBA particular drivers of Q1 spending. Even as viewers continue to migrate to ad-supported streaming tiers, marketers are making Linear TV an important part of their cross-platform strategies. (iSpot: May 12, 2025)

ADAPTING TO AN OLDER TV AUDIENCE

As the population ages and even Gen X’ers enter the AARP zone, TV programming must pivot to meet their changing consumption habits. Daytime is becoming a higher-viewed daypart as more people retire, wellness, and travel are increasingly relevant topics, and nostalgic content will become even more desired. If we may make you sad for a moment: The Wonder Years was a deeply nostalgic show for Baby Boomers. If the series debuted today, it would take place good ol’ days of… 2005. Sorry, but it’s true. (TVRev: May 14, 2025)

CASAGRANDE ON ECONOMIC PERCEPTION VS. REALITY

Corinne Casagrande, SVP, Strategy, Research & Planning at AMS sat down with colleague Carl Mayer to discuss how consumers and companies are reacting to the economy and a pesky global trade war. Spoiler: It’s not as bad as you might think!  Watch the latest episode of About That here and be sure to check out Corinne’s MediaPost columns for more insights. (May 14, 2025)

THIS WEEK IN VIDEO HISTORY

May 16, 2019 – A Final Bazinga  In its last episode, “The Stockholm Syndrome,” The Big Bang Theory became the first—and to date only—sitcom to end with two characters winning the Nobel Prize in Physics. The ending was praised by critics for being “sweet, sincere and lovely,” and the series overall for including “key female characters.” BBT has since spun off into Young Sheldon (CBS, 2017-2024), George & Mandy’s First Marriage (premiered on CBS 2024, renewed for season two) and the upcoming Stuart Fails to Save the Universe on HBO Max