John Cassillo

CREATOR ECONOMY

How Chip Brands Are Eating On Instagram

Chip brands were chowing down on Instagram in Q 2026, according to Tubular Labs' new CPG Social Video Playbook. * The data reveals that chip brands Lay's, Doritos, Tostitos and Pringles amassed 45.1 million Instagram views in Q1 alone – or 85% of their combined total during all

TV ADVERTISING

SAGE Says: Breaking Down Airbnb’s 2026 Ad Approach

How are certain brands setting themselves apart with effective advertising? It's not the same answer for everyone. And digging into the nuances of a brand's approach has the potential to take hours of manual work. Or it used to. We're turning to iSpot'

CREATOR ECONOMY

Sports, Met Gala Surge On Instagram In May

Instagram's top U.S. creators in May so far are primarily focused on one of two things: Sports or the Met Gala. Or at least the data seems to indicate as much. Tubular Labs shows that from May 1-14, sports creators were six of the top nine accounts

TV ADVERTISING

Kohl's Hallmark Ads Drive Rapid In-Store Conversions

December is a key time for retail brands, so ad buys need to fuel business outcomes at the end of the year. In 2025, Kohl's didn't just drive conversions, but rapid ones at that, by airing a significant number of ads during Hallmark's December

CREATOR ECONOMY

How Social Video Covered the White House Correspondents Dinner Incident

The shooting incident from this weekend’s White House Correspondents' Dinner has spurred significant coverage in the days since. And while conspiracy theories are floating around online, those conversations are not as extensive via social video – yet, at least. Data from Tubular Labs shows that since Saturday, April 25,

Site Traffic

Q1 Search Traffic Slows In Most Regions

Search may not be ceding ground to AI just yet, but Q1 data from Chartbeat also shows that search engines are declining as a source of pageviews in most regions around the world. Chartbeat's global audience insights show that while search actually grew quarter-over-quarter in a handful of

Site Traffic

Social Media Traffic Grows In Q1 For North America, Asia

Social media traffic ebbs and flows considerably from quarter-to-quarter, but Chartbeat's recent takeaways from Q1 2026 show that for some regions, social was growing again as a site traffic source. Among its global audience insights, Chartbeat shows many regions' traffic from social platforms holding steady – while others

CREATOR ECONOMY

How A Niche Creator Can Drive Social, Sales Success For Corona

Sometimes, the most advantageous partnerships aren't about followers – they're about fit. Tubular Labs' recent report around redefining influencer value shows how brands can drive social video success by thinking differently about creator partners. In one case, Corona is able to derive potential sales benefits from

Site Traffic

Site Traffic Tips: Recirculation Links Keep Audience Journey Alive

Chartbeat data shows how getting traffic to your site is only part of the battle. Once audiences arrive, site owners can more effectively keep them engaged and on-site by utilizing recirculation links (links that drive them to other content) – while eschewing dead-end pages that don't have a clear

SPORTS

How AT&T Ads Are Winning March Madness (So Far)

NCAA corporate champion AT&T has long been a fixture during the NCAA Tournament. But this year, the wireless brand has been absolutely dominant, during both the men's and women's events. Data from iSpot shows just how big AT&T has been through the

CREATOR ECONOMY

LATAM News Publishers Are Posting Too Late On Instagram

Publishing isn't all about volume, or even subject matter. Sometimes, optimizing engagement is as simple as just timing uploads right. That process doesn't need to be a black box, however. Data from Tubular Labs allows publishers across the globe to determine when their audiences are watching

AI

AI Pageviews Soared In 2025, But Aren't Eating Into Search... Yet

Chartbeat's recent report, Navigating The New Traffic Landscape, looks at AI and other emerging trends are impacting site traffic. And while there's rightful concern for media publishers, in particular: These sites aren't necessarily eating up search just yet. * As Chartbeat's data shows,

CREATOR ECONOMY

How Long Should APAC News Videos Last?

There is no one-size-fits-all solution for video length. However, digging into the underlying data around platforms, genre and geography can at least point video creators in the right direction. Data from Tubular Labs' recent deep-dive on global news videos shows the vast differences between the number of uploads from

TV ADVERTISING

Food & Beverage Hitting Attention Home Runs During World Baseball Classic

The World Baseball Classic has already provided plenty of thrilling moments this spring, adding some extra intrigue – and national stakes – to the usual lull of spring training. As Team USA competes with the sports' other powers, it's also providing another big opportunity for advertisers. * Data from iSpot

CREATOR ECONOMY

Glambot's Big Awards Moment

One of the breakout stars of awards season these past couple years? The Glambot. In the 40-day window leading up to the Oscars this year, Tubular Labs data shows the Glambot is a staple – showing off celebrity looks in unique way that appears ade for social. * On its own, the

CREATOR ECONOMY

Late Night TV Grabs YouTube Liferaft

Late night is under fire on traditional TV, but the same can't be said for its footprint on YouTube. Despite the ongoing war on late night and declining linear audiences, these shows are still finding significant – and growing – success on YouTube. Especially since late last year. Tubular Labs

Super Bowl

Musicians' Super Presence In Super Bowl Ads

The Backstreet Boys and Sabrina Carpenter were some of the biggest musicians to appear during Super Bowl LX ads, but they're just part of the larger story around the Big Game is music's time to shine – ad-wise. Data from Extreme Reach shows that musicians appear 60%

CREATOR ECONOMY

Joe Bartolozzi’s Gen Z Cred Nets Brand Cash On YouTube

Nearly all of the most-watched YouTube pages in the U.S. among Gen Z audiences are individual creators, and not media companies. But that doesn’t close the door for brand involvement at all, and may actually open it wider for those collaborations. Data from Tubular Labs reveals that Joe

CREATOR ECONOMY

Booking.com’s Big Social Video Success

Booking.com has been trying to capture January/February travel interest for years, but this year’s approach saw the brand really take off on YouTube. Tubular Labs data spots how Booking.com was the No. 1 brand on the platform by unique viewers (155.5 million), while also tallying

Advertising

California Retains Ad Production Crown, Gains Market Share

Ad production may have expanded out more beyond just California and New York in 2025, but that doesn't mean the Golden State is being dethroned any time soon. The XR (Extreme Reach) State Of Pay report dives into the geographic shifts around where commercial ad productions occurred last

CREATOR ECONOMY

'Dance Moms' Waltzes To Watch-Time Win

Lifetime show Dance Moms has steadily built up to hundreds of millions of hours of watch-time on YouTube as it leans into longer-form videos to get audiences watching for hours on end. * Tubular Labs data shows U.S. YouTube watch-time for the show hit 349 million minutes in January – its

CREATOR ECONOMY

How Jasmin And James Became Some Of World’s Top Creators

Australian couple Jasmin and James were creating content sporadically all the way back in 2021, to limited success. But over the last year, the pair has absolutely blown up by embracing both Shorts and upload volume on YouTube. Data from Tubular Labs shows Jasmin and James had just 44.9

Super Bowl

Super Bowl LX: Which AI Ads Won For Likeability?

AI-focused ads faced an uphill battle with many consumers during Super Bowl LX. Between the sheer number of AI ads (23%, as Adweek noted while citing data from iSpot) and the ongoing fears from audiences, these ads faced some unique challenges. Several met the moment, however, by emphasizing the human

CREATOR ECONOMY

Maddie Mastro Is Winning Instagram Gold

One of the biggest success stories of this year's Winter Olympics so far comes via U.S. snowboarder Maddie Mastro. On Instagram, Tubular Labs found that no account is getting a bigger engagement boost (relative to normal) around Olympic and Team USA content than Mastro. In the week

TV ADVERTISING

Animals, Children Played Super Bowl LX To Draw

The team with the animal mascot (the Seahawks) won Super Bowl LX, but what about the ad battle? How did animals fare during commercial breaks? Data from iSpot expands upon the data behind popular Big Game costars like kids and animals to see who came out ahead: * For years, animals