Streaming Ads Take Off On TV During First Half Of 2025
Tariffs impact travel and back-to-school, unified TV ad measurement, and more in this week's The Measure newsletter.
This Week On The Measure:
- Streaming Grows TV Ad Reach Share
- Disney+ Audience Soars With Shorts Push
- The Future Of TV & Retail Media
- Olive Garden’s Spicy CTV Breakthrough
- Search-Sourced Pageviews Declining
- Are Audiences Hungry For Pause Ads?
- This Week’s Free Report: H1 TV & Video Transparency Report, From iSpot
Streaming Grows TV Ad Reach Share
Streaming’s TV ad footprint is growing, as iSpot’s new report highlights. From Jan.-June 2025, a selection of 50 top advertisers saw CTV ad impressions grow from 14.76% to 19.48% of their total TV ad reach. [READ MORE]
MeidasTouch, MSNBC Lean Into Long, Live Videos
Longer content is still a viable strategy for major news creators, as MeidasTouch and MSNBC data shows. Tubular Labs reveals that in June, both publishers grew U.S. YouTube watch-time by double-digits, thanks in part to long, live content. [READ MORE]
The Future Of TV & Retail Media
In the latest edition of Big Brains, Media Cartographer Evan Shapiro speaks with Adam Bergman, Group VP of Advertising and Data Sales at VIZIO, to discuss the company’s evolution, its acquisition by Walmart and how it impacts the future of TV and retail media. [WATCH HERE]
Olive Garden’s Spicy CTV Breakthrough
Olive Garden’s “We Spiced Up Create Your Own Pasta” ad cooked up significant success in June. According to MarketCast, the spot’s alluring food visuals helped fuel 30% higher breakthrough with audiences (most among June CTV ads). [READ MORE]
Search-Sourced Pageviews Declining
AI’s growing impact on search may be taking a toll on search-sourced traffic. New global data from Chartbeat shows that across nearly all regions, search engines declined as a source of pageviews (with many dipping by 5 percentage points or more QoQ. [READ MORE]
Are Audiences Hungry For Pause Ads?
A recent study from Magna and DirecTV reveals that pause ads are popular with consumers, especially when they’re tied to popular categories like food and retail. The results showed that 92% were open to food-related pause ads during sports programming. [READ MORE]
This Week’s Free Report: iSpot’s H1 2025 TV & Video Transparency Report
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