For years, TV’s job was clear: build brands, create awareness, and make people feel something. But as connected TV continues to mature, that role is expanding. CTV, or streaming, is no longer viewed only as a powerful awareness channel; it is increasingly expected to deliver measurable business impact, too.
Not every ad has the same impact; some ads are quicker at capturing attention especially if they feature recognizable celebrities and athletes. Talent-led creative can be a powerful complement to the traditional ad creative, but do they drive better results?
In today’s crowded media landscape, advertisers need to know that their marketing dollars are driving results. Yet performance is often measured only at the point of conversion, overlooking the moments that build awareness and influence action along the way.
The Summer of 2026 delivered no shortage of must-watch moments. As one standout season comes to a close, a new wave of sports and seasonal content is poised to keep viewers engaged through the rest of the year.
Advertisers are investing more money in video than ever. But that spend is now tied to a nagging question: where is the ad actually running, and does it even matter?
Reaching voters is becoming increasingly challenging as media consumption fragments and voter attention splinters. On top of that, there is a growing distrust of messaging on social media platforms, which is leaving some advertisers to rethink where they show up.
Millennials have experienced every major shift in the modern media landscape. They sat in front of the TV for weekly episodes, embraced streaming when Netflix evolved beyond DVD rentals, and were the first generation to adopt digital video platforms like YouTube.
Brands have always known that both traditional TV and streaming drives reach and awareness, but more than ever they are seeking capabilities that show performance for their advertising investments.
In today’s crowded media landscape where attention is hard-won and harder kept, sports continue to shatter viewership records delivering millions of highly engaged fans year after year. In fact, sports accounted for 96% of the most-watched programming in 2025.
This year’s Cannes Lions made one thing unmistakable: Premium TV advertising is evolving into a fully accountable, performance-driven channel. Across announcements and industry conversations, the shift toward measurable outcomes, AI-powered optimization, and scalable global activation continues to accelerate.