STREAMERS TO OUTSPEND COMMERCIAL BROADCASTERS IN ’25

For the first time ever, global content spends by streaming companies are predicted to outpace commercial broadcasters (a term used to differentiate them from public broadcasters) in 2025. Streamers are expected to represent 39% of the global content spend versus 37% for commercial broadcasts. This is in line with the five-year trend, where streamers have accounted for an increasing portion of spending as broadcasters decrease. One fact worth noting is that many media companies own both streaming platforms and broadcast networks—so, in some cases, this is really just a reallocation between assets. (Ampere Analysis via Variety: Feb 4, 2025)

REACHING BLACK AUDIENCES THROUGH TV

Brands seeking to reach Black audiences should continue to look toward television. Nielsen’s Diverse Intelligence Series report shows that Black adults spend over 46 hours watching TV each week, nearly one-third higher than the national average of 35 hours. The key isn’t just getting impressions—it’s making audience connections. Per Nielsen, Black consumers engage with “platforms that emphasize conversation and create a sense of connection.” Nielsen cites the WNBA and other live sports as examples, as the report found that Black fans are 7% more likely than the average sports fan to buy a brand based on its sponsorship activations. (Adweek: Jan 29, 2025)

2025 SUPER BOWL SETS A RECORD WELL BEFORE KICKOFF

This Sunday, a total of 50 brands will advertise within the Super Bowl. At least ten of those spots went for $8 million per :30. It’s a new high-water mark after last year’s record $7 million average, driven not only by the usual ad inflation but by the increasing importance of live sports. In an ever-fragmenting media world, advertisers are willing to spend big for programming that is watched live by a large audience—and the Super Bowl is the largest of the large. You’ll see the traditional automotives, beers and snack brands, but also an increased presence from the pharmaceutical and A.I. industries.  Streaming services and movie studios will have fewer spots this year. (CNBC: Jan 29, 2025)

BUT WHAT IF YOU DON’T HAVE $8 MILLION TO SPEND?

It is possible to advertise in the Super Bowl, even if you don’t have $8 million sitting around. Regional ads in the game can range from $50,000 in some smaller markets to $1.4 million in places like New York, Chicago, and San Francisco. Brands like Google, Busch Light, and Tullamore D.E.W are already slated to air in certain markets. You won’t end up in USA Today’s Monday morning roundup of the best Super Bowl ads, but you’ll probably see much stronger ROI. (Marketing Brew: Jan 22, 2025)

THIS WEEK IN VIDEO HISTORY

February 9, 1997– A Simpsons Milestone With its 167th episode (“The Itchy & Scratchy & Poochie Show”), The Simpsons became America’s longest-running animated series in history. Since then, it has become the longest-running American sitcom and scripted primetime series. It’s currently going strong in its 36th season—not bad for a weird yellow family that started as interstitials between sketches on The Tracy Ullman Show.