YOUNG VIEWERS ARE MULTITASKING, BUT STILL AWARE OF TV ADVERTISING
It’s a generally accepted fact that Gen Z multitasks while they’re watching TV. Nearly three-quarters of them tell Hub Entertainment Research that they use another device during ads. However, that doesn’t mean the ads are being ignored. When asked, “How aware were you of what ads were playing while multitasking/not watching?” only nine percent said they weren’t at all aware. Of the vast majority that were aware, 69% said they were “very” or “somewhat” aware, and another 22% described themselves as being “slightly” aware. For younger viewers raised on distractions, not seeing doesn’t mean not knowing. (Marketing Charts: July 16, 2026)
CONSUMERS SAY STREAMING ADS ARE A-OK IF IT SAVES MONEY
Streaming platforms are expanding their client bases and ad offerings, and the cost of ad-free options is on the rise. That could be a big reason why consumers have grown more accepting of seeing ads when they stream. Of those surveyed, 69% say that they would opt for an ad-supported subscription if it saved $4-$5 per month. That’s another finding from Hub Entertainment Research, which notes that just five years ago, 58% said the same thing. On the flip side, 11% say they “can’t tolerate” ads, which is down from 17%. It’s important to consider that, outside of the changes to streaming technology and costs, it wasn’t very long ago that we were all watching basic cable and seeing ads all the time; for a lot of us, the sense memory is still there. (Marketing Dive: July 24, 2026)
WOMEN’S SPORTS BECOME A BIGGER PLAY FOR ADVERTISERS
Audiences for women’s sports are at an all-time high. This past WNBA season was the most-watched ever, and the previous FIFA Women’s World Cup set U.S. viewership records despite the overnight match times (something that won’t be an issue when they’re held in Brazil next year). Despite all of this, advertising options have been limited, as women’s sports only accounted for 15% of sports media between 2018 and 2022. However, media outlets are increasing their coverage and tools like the Women’s Sports Index offer more accurate measurements of fan engagement, brand lift, and purchase intent. With more inventory and better data, advertising opportunities are expanding quickly. (AdExchanger: July 29, 2026)
THIS WEEK IN VIDEO HISTORY
July 31, 1996 – I Want More MTV
“I wish MTV still played videos.” – Countless Gen X’ers
Not only did MTV play music videos, but they also had so many that they needed a second network just to show them all. M2 was geared toward slightly older viewers who had aged out of MTV. For the first few years of its existence, M2 was primarily available on satellite TV and in the few markets that had access to digital cable. It was also broadcast live on the internet, a groundbreaking option when broadband connections weren’t widespread. The network had a more sarcastic, absurdist attitude than its big sibling, with stunts like playing Prince’s “1999” for 24 hours straight on January 1 of that year. They later rebranded to MTV2, which we pretty much called it already. Feeling nostalgic? Watch the launch of M2, complete with VHS tracking issues.
