The Measure

The Measure Newsletter

Brands Are Missing TikTok's Golden Window For Views

This Week On The Measure:  * 1-2 Min. TikTok Brand Videos Score Most Views * Michelob Scores As NBA Playoffs’ Top Brand * Truthset’s Gregg Galletta On Data-Rated Audiences * Brand Equity Equals 52% Of Consumer Purchase Motivation * 43% Delaying Apparel Purchases To Wait For Sales * 70% Of Consumers Would Use Wish List

Truthset

Precision at Scale: Truthset's Gregg Galletta On Data-Rated Audiences

We recently caught up with Truthset Executive Vice President Gregg Galletta to find out more about how the company is using its recently launched Data-Rated Audiences to help bring transparency and control to both buyers and sellers.

REPORTS

Special Report: The CTV Playbook For B2B Marketers

Can connected TV finally deliver the kind of measurable impact B2B marketers have been waiting for? TVREV’s latest Special Report, The CTV Playbook for B2B Marketers, explores how connected TV is evolving into a precision tool for B2B strategy—where credibility is currency, awareness often takes a back seat,

The Measure Newsletter

How Booze Is Pouring It On TV

This Week On The Measure:  * Stella Artois Pours On Streaming Ads * Tariff Concerns Spurring Purchase Delays * LOL Network Using Movies To Compete With TV * Chewy Breaks Through On Linear * 42% Say Personal Relationships Trigger Anger * Marketers Look For Awareness, Acquisition Balance * This Week’s Free Report: Beverage Brands TV Transparency

TV ADVERTISING

Hilton's Conrad Hotel Brand Soars With Streaming Ads

Hilton is a household brand name, and one of the biggest in the travel space. But some of its subsidiaries – while successful – may not have the same consumer recognition. Or at least, they didn't until Hilton started blitzing both streaming and linear TV with advertising. * Data from iSpot

The Measure Newsletter

Marketers Planning More Value-Based Messaging In 2025

This Week On The Measure:  * 60% of Marketers Are Increasing Value-Based Messaging * Nutrafol Leads Supplement Streaming Ads * Exploding Kittens Blows Up On YouTube * Wayfair Wins on CTV With +19% Ad Breakthrough * Women’s Sports Fans Want Better TV Tune-In Info * This Week’s Free Report: U.S. Tariff Effect–Exclusive

The Measure Newsletter

Outcomes Are Most Critical Factor For Marketers Buying Media

This Week On The Measure:  * Marketers Prioritizing Outcomes-Based Buying * 72% of Brands Have Increased Prices Due To Tariffs * How The Savannah Bananas Compete With MLB * 18% Of People In The U.S. Feel Angry Most Days * Cowboys Lead NFL In Primetime/Holiday TV Games * This Week’s Free Report: Q1

Members only

REPORTS

Special Report: The Big Shift 2025 | US Edition

From LG Ad Solutions As consumers continue to shift from traditional TV to streaming TV for more control over their viewing and seemingly infinite content, they have developed new behaviors around content discovery, subscription streaming access and TV ads. The Big Shift 2025 | US Edition is the fourth installment in

The Measure Newsletter

Sports Shorts Go Long On YouTube Views

This Week On The Measure:  * YouTube Shorts Own Sports Content * Allstate Was Streaming’s No. 1 Brand In Q1 * Marketers Less Focused On Personalized Product Recs? * How Ford’s New Ad Outpaced Memorability Norms * Men Are Becoming Bigger Fans Of Women’s Sports * This Week’s Free Report: Q1 TV

The Measure Newsletter

Streaming Advertising Needs Ad, Not Program, Measurement

This Week On The Measure:  * Ad-Centric Research Shows Streaming Growth * Demographic Differences On Tariffs * What Else Are MrBeast Viewers Watching? * Pharma’s Growth (Or Lack Thereof) On Digital * Help Us, New York Knicks, You’re Our Only Hope * This Week’s Free Report: The Shoppable TV Report: 2025 and Beyond,

Members only

REPORTS

Special Report: Do You Want To Build A Bundle?

TiVo’s Q4 2024 Video Trends Report: North America Uncover key insights and stay ahead in the video entertainment industry Are you ready to navigate the ever-evolving landscape of video entertainment? TiVo’s latest report “Do You Want to Build a Bundle?”, explores crucial insights into consumer behavior and market

CREATOR ECONOMY

Children's Songs Outperform Other Kids Content On YouTube

Nursery rhymes and children’s songs rank among the top five most-viewed and most-engaging YouTube videos from kids’ creators, as Tubular Labs recently shared. Over the last 90 days, newly-uploaded children's songs videos earned 17.9 billion views on YouTube, which was 3.7 billion more than the

The Measure Newsletter

EXCLUSIVE: How "Tariff Turmoil" Impacts Consumer Behavior

This Week On The Measure:  * When Tariffs Hit, Brand Loyalty Goes Out The Window * The QSR TV Ads Actually Driving Foot Traffic * Consumers Feel Tariff Coverage Is Politicized, But Fair? * SNL Sustains Reach Well Past Election Season * Paid Social Ranks High For Retail ROI * SVODs Are Increasingly Home For Live

The Measure Newsletter

Marketers Ad(ding) To TV, Streaming Budgets

This Week On The Measure:  * TV, Streaming Budgets Still Expected To Increase * Spring News Jolts TV Social Viewers * Who’s Swayed Most By Celebs/Influencers? * Carney Tops Canadian Candidate Engagement * More Women Only Prioritize Specific Events For Sports * This Week’s Free Report: 2025 TV And Video Strategy Report, From

The Measure Newsletter

EXCLUSIVE: Consumers Are Tariffied

This Week On The Measure:  * Survey: Are Consumers Worried About Tariffs? * How Nets Take Home NBA Title (On TikTok) * Restaurant Data: Serving The Right Incentives For Sign-Ups * Global Article Engagement Time Declines In Q1 2025 * Wingstop Flies To Top Of Most-Seen NBA Brands List * This Week’s Free Report: 2025

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REPORTS

Special Report: 100 Years Of Television

This landmark new report from TripleLift traces television's transformation through distinct eras, from its experimental beginnings through the broadcast model's establishment in the 1950s, the cable boom of the 1990s, to today's streaming-dominated landscape. Industry experts including former GroupM chief investment officer Rino Scanzoni,

The Measure Newsletter

March Madness A Slam Dunk For TV Ad Reach

This Week On The Measure:  * TV Ad Reach Jumps For Men’s March Madness * Restaurants’ Mobile Apps Should Serve Up Speed and Simplicity * True Crime Pod Lures Female Audiences On Social * ‘Suits’ Success Boosts Multiple Streaming Services * CTV Ad Load Time Settles In * This Week’s Free Report: For The

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REPORTS

Special Report: FAST in Europe – A Deep Dive into a Rapidly Expanding Market

The Free Ad-Supported Streaming TV (FAST) model is reshaping content delivery and monetization globally, with Europe poised as a significant growth area. This whitepaper from the FAST4EU consortium—comprising OKAST, SECOM, and Kinostar—explores the evolution of FAST across the continent, emphasizing the importance of local content, cultural specificity, and

The Measure Newsletter

Netflix Is The No. 1 Streamer For Women

This week's newsletter is sponsored by: This Week On The Measure:  * Netflix First With Females On Streaming * Women Want More Marketing Personalization  * T-Mobile’s Streaming TV Ad Signal Wins Wireless Race * TurboTax Invests In Social Video With Big Impact * Which Insurance Mascots Win The Ad Wars? * This Week’

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REPORTS

Special Report: The CTV Trends Report

CTV is still growing — but the rules have changed. Wurl’s March 2025 CTV Trends Report takes the pulse of the connected TV space and uncovers how both viewer behavior and advertiser strategies are evolving as the market matures. With FAST adoption rising, ad spend hitting new highs, and the

The Measure Newsletter

Marketers Have Mommy (Data) Issues

This week's newsletter is sponsored by: This Week On The Measure:  * Marketers Struggle To Accurately Identify Moms * What Else Are NCAA Tournament Viewers Watching? * LiveNOW Winning Watch-Time With 24-Hour Streams * Assessing Marketing’s Attribution Crisis * Netflix’s Growing Movie Supply/Demand Disparity * This Week’s Free Report: Social

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REPORTS

Special Report: The Connected Gamer (US Edition)

From LG Ad Solutions The global video game market is expected to reach $500 billion in 2025 (Statista), demonstrating just how much of a role video games play in most of our lives. LG Ad Solutions conducted a new research study, entitled The Connected Gamer, to understand how US gamers

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REPORTS

Special Report: The Shoppable TV Report - 2025 and Beyond

From LG Ad Solutions As CTV continues to grow, more advertisers are incorporating “shoppable” ad features to create seamless buying paths for audiences. The Shoppable TV Report: 2025 and Beyond, an update on last year’s extremely popular research study, reveals US consumer perceptions around “shoppable” TV advertisements一such as scannable

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REPORTS

Special Report: FOR THE WIN

From Paramount Advertising What really drives fans of women’s sports—and what brands need to know. This report from Paramount Advertising uncovers the truths behind seven commonly held myths about women’s sports fandom. Drawing from interviews, a 4,000-person national survey, and ad testing in collaboration with SeeHer

The Measure Newsletter

Consumers Notice Mouse House Money Grab

This week's newsletter is sponsored by: This Week On The Measure:  * Disney Live-Action Remakes Seen As Money Grab * Squid Game’s Long Shorts Game * Chick-fil-A Chows Down On Streaming Ads * Gen Z Uses Streaming To Discover Older Library Content * Amazon Prime Video’s Movie-Centric Makeover * This Week’s