REPORTS

What Audience Data Reveals About The Next Wave of The Creator Economy

YouTube, and social video in general, is winning a battle for TV viewers' attention, as recent industry coverage shows. But where's the playbook for what happens next, as video trends and audience behaviors continue to change? Hidden Trends, Big Moves – from Chartbeat/Tubular Labs' Jill Nicholson

CREATOR ECONOMY

MeidasTouch, MSNBC Boost Watch-Live With Long, Live Videos

Shorts are a big piece of the pie when it comes to YouTube, but they’re not the end-all be-all, as some media companies regularly lean into. Tubular Labs data shows that in June, MeidasTouch and MSNBC were among the most successful U.S. channels generating domestic watch-time on Youtube

Big Brains

People, Not Proxies: Truthset CEO Scott McKinley on Fixing Data Quality in Ad Tech

In this episode of Big Brains, Media Cartographer Evan Shapiro chatted with Scott McKinley, founder and CEO of Truthset, for a candid conversation about the state of data in advertising. In a world flooded with device IDs, phantom profiles, and flawed identity graphs, McKinley is on a mission to bring

BUSINESS OF DATA

Why Pause Ads Are Popular, According To New DirecTV/Magna Study

'We pause for various reasons whether it be to grab a snack, check a message, or process what just happened on screen, but what remains consistent is that we’re still engaged,' said Magna's Kara Manatt. 'That’s a valuable moment for brands to stay top of mind.'

Big Brains

Inside the Engine of Live Sports: Genius Sports’ Josh Linforth on Data, Ads, and Fans

Media Cartographer Evan Shapiro caught up with Josh Linforth, Chief Revenue Officer at Genius Sports, for a Big Brains conversation that pulled back the curtain on one of the most powerful data companies in sports.

TV ADVERTISING

A Colbert Report: By the Numbers

With news breaking that America’s top late-night program is set to shutter next May, speculation abounds as to why. While we won’t join that party, we can offer some insights into The Late Show With Stephen Colbert and what it means for audiences, using data from iSpot and

BUSINESS OF DATA

Netflix Nearly Done With Upfront, As Streamer Wraps A Very Profitable 2Q

Company not interested in legacy media assets, CFO Spencer Neumann says

Data Accuracy

How Data Passes (Or Fails) Back-To-School Season

New data from Truthset reveals that back-to-school campaigns may not be making the grade as much as retailers would hope. In its Quarterly Industry Report Q1 2025, Truthset finds that targeting data identifying households with children is accurate just 41% of the time. * To equate that to dollars, if a

BUSINESS OF DATA

iSpot Names Craig Ziegler As Chief Product Officer

Ryan Moore named chief business officer at Nielsen’s Gracenote unit

CREATOR ECONOMY

Disney+ Audience Soars With Shorts Push

Disney+ has increasingly been focusing on YouTube Shorts to push both awareness of the service and highlight specific content options. Combined with some ad spend, the strategy netted the service 75% more unique U.S. viewers on YouTube in June 2025, according to new data from Tubular Labs. Disney+ uploaded

MARKETING

How Shoppers Are Getting Smarter About Saving

26% of all shoppers leave items in online carts to trigger discounts, per Wunderkind.

The Measure Newsletter

Tariff Fears Attack Travel, Back-To-School Spend

Tariffs impact travel and back-to-school, unified TV ad measurement, and more in this week's The Measure newsletter.

BUSINESS OF DATA

NBCU Upfront Shows TV Is A Whole New Ball Game

NBCU said that almost 60% of the commitments advertisers made were transacted on advanced audiences in the upfront.

MARKETING

86% Of Consumers: Businesses Should Use Resources To Improve Environment

Getty’s report “Sustainability at the Crossroads” highlights consumer sentiment around environmental issues.

BUSINESS OF DATA

Data-Driven Advertisers Direct More Spending to CTV and Digital Video

“Despite the self-serve nature of programmatic activation, buyers still want a certain level of direct human interaction with the sell-side to activate their campaigns,” the IAB report says

BUSINESS OF DATA

YouTube, Netflix Both Show Gains As Streaming Grows Share In June

Streaming’s share in June again topped broadcast and cable combined, with broadcast below 20% for the first time

REPORTS

Currency Reimagined: What Matters Most In The Age Of Streaming

Following last week's JIC endorsement news, currency is getting headlines once again as iSpot, Comscore and VideoAmp all met standards for use in transactions during the upfronts. So what better time is there to read up on how currency's being modernized and reimagined for today'

TV ADVERTISING

Nissan TV Ad Outperforms Auto Norms with U.S. Assembly, Price Drop Message

55% of surveyed viewers said they were “more” or “much more” likely to purchase after seeing the ad, per iSpot data.

Big Brains

The Future Of TV & Retail Media | Big Brains With VIZIO's Adam Bergman

As part of the Big Brains series, Media Cartographer Evan Shapiro sat down with Adam Bergman, Group VP of Advertising and Data Sales at VIZIO, to talk about the company’s evolution from a hardware manufacturer to a software-first media platform.

TV ADVERTISING

American Express Swipes Larger Share Of Credit Card Streaming TV Ad Impressions

American Express takes a larger piece of the streaming TV ad impressions pie for credit cards than it does on linear TV, as data from iSpot shows. In June 2025, AmEx accounted for 11.61% share of voice for credit card streaming TV ad reach – No. 3, only behind Capital

Streaming

Cost Effectiveness Climbs As Reason For CTV Preference

Economic pressures are coming for every part of life in the U.S., and TV is no exception. LG Ad Solutions' recent report, The Big Shift, shares some of the most common reasons why CTV viewers prefer streaming vs. cable/satellite/broadcast TV. And not only was "more

CREATOR ECONOMY

YouTube's Most Prolific U.S. Media Shorts Creators In 1H 2025

Shorts are a big deal, as the format accumulates seemingly larger shares of YouTube's views. But which U.S. media companies are doing the best job generating eyeballs with Shorts? Data from Tubular Labs reveals the top domestic media companies by shorts (uploads and views) over the first

Big Brains

Why Gen Z Is Powering The Movie Theater Comeback | Big Brains With NCM's Catherine Sullivan

Media Cartographer Evan Shapiro caught up with Catherine Sullivan, President, Sales, Marketing & Partnerships, National CineMedia, for this installment of Big Brains.

BUSINESS OF DATA

Amid Upfront, JIC Endorses Comscore, iSpot, VideoAmp As Currency for Transactions

Nielsen addresses customer concerns about Big Data + Panel ratings

The Measure Newsletter

NBA Playoffs Reached 45% Of U.S. QSR Visitors

Long-form videos thrive on YouTube, how LinkedIn is bringing B2B to CTV, and more in this week's The Measure newsletter.