John Cassillo

Politics

Data Behind Jimmy Kimmel's TV Impact, YouTube Approach

Late-night TV has become a lightning rod this year, as networks put the value of these shows in the crosshairs compared to pressures from corporate mergers and the President of the United States. But all of that noise drowns out the actual value and approach of programs like Jimmy Kimmel

CREATOR ECONOMY

Beauty Partnerships Can Help Break Through With Female Gamers

Female audiences accounted for 37% of U.S. gaming viewers on YouTube from June 2024-July 2025, highlighting an area for growth – but one that's been tough for the genre to break through thus far. Tubular Labs' recent report, Unexpected Partnerships: Unlocking New Opportunities, showcases how those dynamics

SPORTS

How The NFL Helps Networks Deliver Business Outcomes

The NFL's TV ad reach is unmatched, as is its value to network partners from a revenue perspective. But it's not all about spend, either. Part of the intrinsic value of live NFL games on TV comes from the business outcomes they can help networks provide

CREATOR ECONOMY

The Unexpected Success Of Beauty And Formula 1 Racing

U.K.-based beauty female audiences in the 18-to-34 age group have a high affinity for fashion content on YouTube. But Tubular Labs data reveals that's not their only interest, either. Particularly, around auto racing categories. As detailed in Tubular's new report, Unexpected Partnerships: Unlocking New

SPORTS

Verizon Leads As NFL's Most-Seen Week 1 Advertiser

The 2025-26 NFL season is officially off and running after a first weekend full of exciting games. But beyond the action on the field are the large collection of ads old and new running during game breaks – where Verizon was the most-seen brand during week one, as iSpot data points

SPORTS

Tu Musica Hoy Punches Above Weight During Week 1 NFL Action

Week one's NFL games were thrilling from start to finish, with social video capturing a ton of the action. And while a lot of the biggest creators to cover the league were either the NFL itself or official media partners, others also notably punched their way into the

SPORTS

What Are NFL Fans Watching Most In The Offseason?

The NFL season is back. But those audiences aren't a monolith, and plenty of advertisers can't necessarily afford to reach fans during NFL games. These viewers aren't just gone to the wind during the offseason, though. iSpot’s new report, The Unified NFL TV

CREATOR ECONOMY

Can YouTube Convert Taylor Swift Fans Into Friday Night NFL Viewers?

Since Taylor Swift and Travis Kelce announced their engagement on Aug. 26, the couple has been one of social video’s biggest topics. Data from Tubular Labs shows: * TikTok videos related to Swift and/or Kelce have generated over 1.6 billion views worldwide since Aug. 26, plus 161 million

CREATOR ECONOMY

Eagles Soar On Instagram During NFL Offseason

The Philadelphia Eagles' February Super Bowl win paid immediate dividends on social video. Data from Tubular Labs shows the franchise piled up Instagram video views from Feb. 10 through July 30 (the day before the preseason Hall of Fame Game), to claim yet another crown. * The Eagles were far-and-away

Holiday Shopping

Households With Children Expect To Spend 43% More During Holidays

Kids are just now getting back to school, but it's never too late to look ahead toward the holiday season – especially for marketers. New research from LG Ad Solutions' Season's Streamings report digs into U.S. consumer and CTV viewing behaviors in advance of this

TV ADVERTISING

Which Snack Brands Are Feeding On Streaming TV This Summer?

Summer is a big time for snack foods, but how are brands getting in front of audiences during the warm-weather months? Data from iSpot takes a look at the top snack food advertisers by share of streaming TV ad impressions share of voice, and how that compares to their respective

CREATOR ECONOMY

History Channel Wins Watch-Time With Super Users

History Channel isn’t running from cord-cutting, and is in fact using YouTube to lean into reaching audiences that may no longer subscribe to traditional cable.  Data from Tubular Labs reveals that History’s July watch-time among U.S. YouTube viewers climbed by 12% month-over-month, to 800.5 million, as

SPORTS

ESPN’s Audience Is High On Shorts, Low On Watch-Time

ESPN was able to grow its unique U.S. YouTube viewers by 25% month-over-month in July, to 38.8 million – according to data from Tubular Labs. However, the sports giant is not growing audience on the back of longer-form videos. It’s primarily on Shorts. * In July alone, 66% of

SPORTS

How Top NBA Teams Appear Across New TV Deals' Partners

The 2025-26 NBA season was released last week, and one of the bigger headlines was the increase in overall national games. That jump impacts some teams more than others, however, as the data below shows. * Four different teams will appear across national TV/streaming networks (ABC/ESPN/NBC/Peacock/Amazon)

Streaming

HBO Max-imizes Audience In Summer

HBO Max’s YouTube audience saw significant growth in July as the streaming service leaned into promos for Peacemaker season two and IT: Welcome To Derry. Data from Tubular Labs reveals that HBO Max’s unique U.S. YouTube viewers grew by 193% month-over-month in July, nearing 13-month highs. * The

Podcasts

Taylor Swift Lifts New Heights Podcast With Album Reveal

The New Heights podcast is reaching... new heights after Taylor Swift appeared on the show this Wednesday to reveal her new album, The Life Of A Showgirl. Data from Tubular Labs shows just how much of a lift Swift provided for the show – hosted by her boyfriend Travis Kelce, with

TV ADVERTISING

What Are QSR Visitors Watching During The Summer? It's News

Summer can be a peak season for quick serve restaurants in terms of sales, yet it's not as easy to pinpoint where to locate potential customers when there's less tentpole programming on TV. During the NFL and NBA seasons, it stands to reason QSR visitors are

CREATOR ECONOMY

MrBeast's Long/Short Video Balance Shows YouTube State Of Play

MrBeast is one of YouTube's biggest creators, and as such, he's made a career out of setting and being ahead of trends. His page is also revealing about the current state of successful videos: The best results are coming from either YouTube Shorts or longer-format videos.

TV ADVERTISING

Credit One Succeeding With 'Wreckers' Characters

Credit One Bank's new "Credit Wreckers" Campaign is scoring some key wins with consumers out of the gates, as iSpot Creative Assessment data highlights. And two of of the ads – the 60-second "Meet the Credit Wreckers" spot and the 30-second version of "Max

CREATOR ECONOMY

The Howard Stern Show's YouTube Decline Reveals Opportunities For Pivot

The Howard Stern Show may be coming to an end on SiriusXM. But that doesn't necessarily have to spell doom for the long-running program that pioneered current radio and podcast formats. Data from Tubular Labs sheds light on the show's recent social video decline, and how

CREATOR ECONOMY

Five Below, Creators Owning Back-To-School TikTok Views

Increasingly, TikTok is becoming a significant focus for back-to-school conversations; especially on the brand front. Data from Tubular Labs shows that back-to-school videos have generated 754 million views on TikTok since July 1. * Discount retail brand Five Below leads all creators there, with nearly 10% of all back-to-school TikTok video

TV ADVERTISING

L.L. Bean Beefs Up Back-To-School Focus

Back-to-school TV advertising spend is down by 13% year-over-year on national linear TV, according to new data from iSpot. The data looks at all back-to-school themed ads across retail and clothing/apparel brands from July 1-Aug. 2 – so there's also time for this year's back-to-school season

TV ADVERTISING

Promos Down, Insurance Ads Grow During H1 2025

Economic changes in the U.S. have seemingly brought on some major changes among TV ad industries. iSpot's H1 TV transparency report highlights some of the major trends as various categories show considerable ad reach climbs up and down relative to the same timeframe last year. * TV networks

CREATOR ECONOMY

Diving Deeper Into Podcast YouTube Views

YouTube's podcast rankings provide an interesting view into which shows are driving watch-time each week, as the medium extends even further into video to diversify viewership and revenue streams. And while the weekly charts are informative to get a sense of which podcasts are trending, there's

TV ADVERTISING

Pfizer's 'Knock Out' Still 2025's Most Likeable Ad So Far

The year's most likeable TV ads primarily tugged on heartstrings, according to new first-half data from iSpot. Even months after the Big Game, two of the three most likeable spots (by creative assessment results) were Super Bowl spots: Pfizer's "Knock Out" and Rocket Mortgage&