ESPN, 'Verts' And The Social Video Sugar High
ESPN's Shorts focus, challenger brands' big opportunity, and more in this week's The Measure newsletter.
This Week On The Measure:
- 76% Likely To Try Brand They’ve Never Heard Of
- Consumer Deal-Hunting On The Rise
- Powering Full-Funnel TV Measurement
- ESPN’s High On Shorts, Low On Watch-Time
- The Scoop On iSpot And Swoop’s New Deal
- Reasons For Disney Box Office Optimism
- This Week’s Free Report: The Challenger Brand Opportunity, From MX8 Labs
76% Likely To Try Brand They’ve Never Heard Of
Today, challenger brands are finding openings thanks in part to a consumer base that’s welcoming to newcomers. Data from recently launched MX8 Labs highlights that 76% of consumers will try a brand they’ve never heard of. [READ MORE]
Consumer Deal-Hunting On The Rise
An August study from Wunderkind reveals how consumers are adjusting to economic pressures. Notably, 35% are now looking for deals more often, while 31% report cutting back on non-essential spending. [READ MORE]
Powering Full-Funnel TV Measurement
CIMM’s Jon Watts speaks with VIZIO’s Ken Norcross, VP, Data Strategy and Political Ad Sales, about how Inscape is bringing scale and precision to the evolving world of TV measurement. [WATCH HERE]
ESPN’s Audience Is High On Shorts, Low On Watch-Time
Data from Tubular Labs shows how the ESPN app’s new “Verts” feature may be taking some cues from social video. In July 2025, 66% of ESPN’s YouTube uploads were Shorts, as the network grew to No. 4 by domestic U.S. viewers (despite watch-time at just six minutes per user). [READ MORE]
The Scoop On iSpot And Swoop’s New Deal
Prescription drugs account for 14% of all est. national linear TV ad spend, which makes precision and transparency around measurement all the more crucial. Our own Jon Lafayette details how iSpot is partnering with healthcare marketing firm Swoop on unified ad measurement and outcomes. [READ MORE]
Reasons For Disney Box Office Optimism
Upcoming Disney releases Zootopia 2 and Avatar: Fire and Ash are already tracking well, according to data from Greenlight Analytics. In particular, both movies have awareness above 60% – despite release dates that are over three months away. [READ MORE]
This Week’s Free Report: MX8 Labs’ The Challenger Brand Opportunity
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