IAB: Digital video to capture 58% share of TV/video ad spend in 2025
According to the Interactive Advertising Bureau (IAB), digital video advertising is projected to capture 58% of total U.S. TV/video ad spend in 2025, reaching $72 billion. This marks a significant increase from 2020, when digital video accounted for 29% of the market. The growth is driven by the rise of connected TV (CTV), social video, and online video, all of which are experiencing double-digit growth. Notably, CTV ad spending is expected to grow 13% to $26.6 billion in 2025. Read more from TVTechnology.
Brand loyalty is fading among Gen Z and millennials
Brand loyalty is weakening among Gen Z and millennials, with 81% reporting they switched brands in the past year and 66% citing price as the top reason. While younger shoppers are more willing to try new options, 84% of loyalty program members say those programs make them more likely to buy again. Brands looking to retain these audiences are putting more emphasis on rewards and incentives. Read more from eMarketer.
Big 4 networks in primetime: ratings rise 4%, CBS set to lead
CBS is on track to lead U.S. prime-time viewership for the 2024–2025 season, marking its 17th consecutive win. The network averaged 5.72 million viewers, up 2% from the previous year, bolstered by eight of the top ten shows, including “Tracker,” “Matlock,” and “NCIS.” Across the four major broadcast networks, prime-time viewership rose 4% year-over-year to 18.93 million, driven by a strong lineup of original programming and live sports. Read more from TelevisionNewsDaily.
PayPal is launching programmatic ads powered by shopping data
PayPal is expanding its advertising business by launching programmatic ads that utilize shopping data from its platforms, including PayPal, Venmo, and Honey. PayPal joins the ranks of several “non-retailers” selling ads using “commerce media.” Read more from AdWeek.
NFL Draft hits historic viewership highs
The 2025 NFL Draft achieved record-breaking viewership, drawing an average of 7.5 million viewers over three days—a 27% increase from 2024 and the second-highest in league history. The unexpected slide of quarterback Shedeur Sanders, who was projected as a top-five pick but fell to the fifth round, kept audiences engaged throughout the event. Day 3 coverage averaged 4.3 million viewers, setting a new record for final-day draft broadcasts. Read more from Front Office Sports.
