John Cassillo

CREATOR ECONOMY

How Pop Culture Gave The NFL's Audience A Boost

The NFL may be the biggest game in town when it comes to sports audiences, but there are still plenty of people not regularly tuning into the league's content. Last season converted some of those holdouts, however, thanks to the "Swift Lift" phenomenon that helped the

SPORTS

Which Teams Did The NFL Emphasize On TV For 2024-25?

Following Wednesday's release of the 2024-25 NFL regular season schedule, the league shared with Sports Business Journal that it used TV ratings as a guiding force for how the slate took shape. And with more standalone spots than ever, there were ample opportunities to spotlight both established and

CREATOR ECONOMY

The New York Times Is Winning With Sports On TikTok

Since acquiring The Athletic in 2022, The New York Times has utilized the publication to acquire larger sports audiences – both for its readership and social video viewership. Recent data from Tubular Labs shows just how much the NYT has been able to leverage that sports audience on TikTok, in particular.

TV ADVERTISING

How Shoppable Ad Engagement Changes By Category

Shoppable TV ads can be used at various points in the purchase funnel to fuel consumer shopping actions. New research from LG Ad Solutions reveals how CTV users would engage with shoppable TV ads in various industries (not exhaustive of all ad industries, of course). * While shoppable apparel and electronics

MUSIC

Music Expands NPR's YouTube Audience To Younger Viewers

Though the majority of NPR's audience skews older – over 50% of YouTube viewrs are over 45 years old, according to Tubular Labs data – NPR Music is an entirely different story. Thanks in large part to its Tiny Desk series, music allows NPR to expand to a separate audience

TV ADVERTISING

Primetime TV Ad Reach Shows Slight YoY Growth In Q1

Primetime TV ad reach displayed slight growth in Q1, according to data from iSpot, which shows a 1.08% rise in ad impressions during the medium's most important (from a spend perspective) daypart. More from iSpot's Q1 transparency snapshot: * TV rallied around key sporting events in

PODCAST

Introducing The Stat Line Podcast

Along with daily snackable insights here on The Measure, we're also expanding into podcasts – where we'll be talking to experts around the media and measurement landscape about many of the ideas you're already reading about on the site. Opening things up is The Stat

MUSIC

Spotify Listener Increase Shows Kendrick's Advantage Over Drake

Who's winning the current beef between rap superstars Drake and Kendrick Lamar? If you're looking at total listeners on Spotify, Drake remains clearly in the lead given his long-standing pop appeal. However, since Kendrick Lamar's March 22 dig at Drake and J. Cole on

TV ADVERTISING

Sitcom Syndication Pushes TBS TV Ad Reach Rise

TBS household TV ad impressions grew by 3.1% year-over-year in Q1 2024. But despite the network playing home to plenty of basketball action during the quarter, it was actually sitcom syndication that drove the network's climb. Data from iSpot's recent Q1 TV Ad Transparency Snapshot

TV ADVERTISING

How Connected TV Relates To Shopping Behaviors

As connected TV audiences keep growing, advertiser activity in CTV environments grows, too. New research from LG Ad Solutions sheds light on shoppable opportunities within CTV, and consumer behaviors related to CTV viewing and TV ads. * 90% of consumers use a TV that's connected to the internet, showcasing

CREATOR ECONOMY

Women's Basketball Content Holding Its Own On Social Video

Women's basketball has been having a "moment" for a couple years now, and that's only poised to continue as some of the college game's biggest stars head off to the WNBA. Data from Tubular Labs recently dove into how women's

Gaming

Data: Gamers Make For Perfect Cross-Promotion Targets

Recent research from Samsung Ads' Engaging Gamers: Understanding their TV Behavior Q1 2024 report sheds valuable light on how gamers use TVs – and how advertisers can use this information to better find these viewers in streaming environments. The data finds: * 92% of those that are playing video games also

TV ADVERTISING

Primetime TV's Peak Performers For Ad Attention

Primetime TV nets big audiences, but do programs also garner significant attention? Data from iSpot's Q1 transparency report showcases which primetime programs received the most attention over the year's first three months, relative to expected norms in the timeslot. * Wheel of Fortune doesn't typically

CREATOR ECONOMY

E! News Increasing Footprint With Female Audiences

There are tons of content partnership and ad opportunities out there for brands trying to reach women age 25 and older. But for those looking for the biggest reach, entertainment giant E! News is one of the biggest – and still growing – games in town. Data from Tubular Labs sheds light

TV ADVERTISING

Data: Q1 TV Ad Spend, Impressions Decline Slightly Year-Over-Year Declines

Q1 2024 transparency data from iSpot shows that both est. national TV ad spend and household TV ad impressions declined slightly year-over-year. Among the major themes lending to the decreases: Altered TV schedules in the wake of 2023 entertainment work stoppages and continued audience fragmentation; the latter of which won&

SPORTS

Which Ad Industries Catch Viewer Attention Most During Live Sports?

Live sports never lack for advertising, yet some ads are more effective than others in terms of garnering audience attention, as data from LG Ad Solutions' new report, Stadium to Screen: Streaming Live Sports in 2024, dives into. * Entertainment and restaurant ads are the most likely industries to earn

Streaming

For Gamers, Streaming Audience Is 3x Linear TV

While advertising within video games hasn't taken off just yet, there are still a significant number of brands – both endemic and not – trying to connect with gaming audiences. As new research from Samsung Ads' Engaging Gamers: Understanding their TV Behavior Q1 2024 report reveals, it's

TV ADVERTISING

Consumer Cellular Dials Up More Q1 TV Ad Reach

New iSpot Q1 TV ad transparency data reveals the brand advertisers with the biggest reach through the year's first three months. Notably, Consumer Cellular was one of the biggest movers near the top of the charts, jumping 12 spots from Q1 2023 to Q1 2024. * Consumer Cellular increased

SPORTS

Report: 85% Of Live Sports Audiences Are Multitasking

While live sports programming is a major driver of TV tune-in, it's also an incredibly distract one, as data from LG Ad Solutions' new report, Stadium to Screen: Streaming Live Sports in 2024, shares. * LG reveals that 85% of viewers are multitasking while watching live sporting events.

SPORTS

NCAA Women's Basketball Tournament TV Ad Impressions Catch Fire

At least partly thanks to the hype around Iowa's Caitlin Clark, the 2024 NCAA Women's Basketball Tournament delivered 103.5% more TV ad impressions, according to data from iSpot. While the men's event saw ad reach dip in part as that tournament wore on

SPORTS

Live Sports Helping Drive Streaming App Subscriptions

Live sports have been a cornerstone of traditional linear TV for decades, and that dynamic remains a big part of streaming as well. Data from LG Ad Solutions' new report, Stadium to Screen: Streaming Live Sports in 2024, shows the top streaming apps used to watch live sports – and

CREATOR ECONOMY

Are Audiences Eating Up Bon Appetit YouTube Content?

While food video consumption has changed significantly over the last 4-5 years, Bon Appetit has gotten through the ups and downs – as data from Tubular Labs shows. Along with remaining a top-10 food & drink creator by minutes watched on YouTube, Tubular found the following about Bon Appetit: * Bon Appetit

CREATOR ECONOMY

Trump Controls Election Social Video Conversation (So Far)

The 2024 U.S. presidential election may be seven months out, but with Joe Biden and Donald Trump largely locked in as the candidates, the campaign trail is already heating up – including on social video, as Tubular Labs dives into. * Tubular found that Trump has almost 2X as many YouTube

SPORTS

Caitlin Clark, Iowa vs. LSU Score Big TV Audience Numbers

Caitlin Clark and Iowa Hawkeyes women’s basketball scored a big Elite 8 win vs. LSU on Monday, and pulled in huge TV ratings as well. iSpot data shows over 10.61 million P2+ viewers in-home, plus another 3.77 viewers out-of-home on ESPN. * For reference, last year's

CREATOR ECONOMY

Caitlin Clark Dominates Social Video, Too

According to Tubular Labs, videos about Iowa women’s basketball star Caitlin Clark have generated 92.2 million YouTube views since November (when the 2023-24 season began), and that fervor has only grown over time. * 87.5 million of those views have come in the last 90 days, with publications