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The advertising ecosystem has undergone a tremendous shift over the past decade. What was once a world where consumers spent their time watching traditional television and performance was measured primarily using TV ratings with broad demographic metrics has now evolved into a complex, multiscreen environment where consumers engage across traditional TV and streaming platforms.

Across conversations on connected TV (CTV), AI, retail media, and measurement, a consistent theme emerged: the future of advertising is being shaped by stronger signals, not louder noise.

TV advertising has always been a must-buy for brands as it drives growth in customer base and business. And for good reason: Research shows consumers are 42% more likely to say TV was how they first discovered a new brand compared to social media.

For many regional and local advertisers, growing their customer base isn’t always easy—especially when potential audiences are limited to specific DMAs or geographic areas. That’s where addressable TV advertising comes in.

TV has always been a powerful tool for driving brand awareness, but measuring its performance across the funnel has typically been a challenge. Today’s advertisers need to be able to understand how all of their media investments are driving impact – including TV.

Women’s sports have experienced a major surge in popularity over the last few years, and with its record-breaking viewership comes the ripe opportunity to connect with engaged audiences. 60% of sports fans said they would like to see more media exposure for women’s sports highlighting the major interest from viewers.

Live sports offer something few other genres can: massive, real-time audiences that are deeply engaged. With 85% of fans preferring to watch games on TV over attending in person, it’s no surprise that sports accounted for 96% of the most-watched non-political programs.

Advertising only works if you can measure its impact. For advertisers, that means going beyond impressions and clicks to understand how media spend drives real business outcomes.

Despite holding over half of the nation’s wealth, Baby Boomers are often left out of the advertising conversation. Only 10% feel seen by the brands in ads they watch—yet they remain some of the most loyal and attentive viewers across both traditional TV and streaming platforms.

While viewers can typically find sports content throughout the year, fall sports have viewers glued to their TV screens every week – with 58% of sports impressions in 2024 generated in the fall. Most people think of the NFL when they hear fall sports, but it goes beyond that, with college sports accounting for 61% of sports viewership in the U.S..