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ESPN taps Noah Kahan to pull younger viewers to the Masters
The Masters Tournament is played down south in Augusta, Georgia, but this year, the golf championship is getting a bit of a northern attitude.For the past six years, ESPN has promoted its broadcast coverage of the Masters by creating ads set to covers of Ray Charles’s “Georgia on My Mind” performed by modern artists like Leon Bridges and Kane Brown.…
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How 25 years of consolidation changed the media landscape for good
More than two decades ago, the online service provider AOL bought Time Warner for $183 billion, marking what was then the largest merger in American business history. The goal—to bring a traditional media company into…
UConn women, Duke men are most marketable March Madness teams: report
The March Madness rankings have been released, and not just the No. 1 seeds.The University of Connecticut Huskies, a No. 2 seed in this year’s tournament, were the most marketable women’s team, according to the…
YouTube wants to make it easier for creators to work with brands
Ahead of YouTube’s annual Brandcast upfronts event later this spring, the video giant is touting new ways for creators to connect more directly with brands.Through a new feature called “creator-initiated video linking,” creators in YouTube’s…
Tariffs and uncertainty to pull down ad spend, analyst predicts
Global tariffs and economic uncertainty will slow down the US ad economy, industry analyst Brian Wieser wrote on Tuesday.US advertising revenue will grow just 3.6% in 2025, Wieser, a former GroupM economic analyst who is…
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Advertisers are flocking to NYC street-style accounts
For New Yorkers, fashion inspiration can be found on a walk through Central Park or a ride on the subway.…
Coworking with Rob Wilk
Each week, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.Rob…
Ulta Beauty’s new CMO on balancing cultural pizzazz with socially minded initiatives
Ulta Beauty began the year with a Golden Globes sponsorship. Then, it showed up at the Super Bowl. Now, the…
Apple TV+ hits refining records with ‘Severance’ Season 2
Praise Kier: Apple TV+’s hit series Severance is bringing in record viewership for the streamer.The sci-fi dystopian thriller is officially…
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Advertisers expect ad spend slowdown amid tariff uncertainty
The possibility of a trade war with China, Mexico, and Canada could cause advertisers to slash budgets and rein in spending, analysts and industry executives told Marketing Brew.This week, the Trump administration’s 25% tariffs on goods from Mexico and Canada briefly went into effect, along with an additional 10% tariff…
VSCO’s next act is all about community
Birkenstock-clad, Hydroflask-toting, oversized T-shirt-wearing VSCO girls are so 2019. In 2025, VSCO is emphasizing its roots with professional and aspiring photographers, and it recently showed up at NBA All-Star Weekend to make that more polished identity known.At the NBA event, the photo sharing and editing app’s team hosted a basketball-focused…
ESPN diagnoses fans with ‘bracketbrain’ in March Madness campaign
Seeing orange? Dreaming of a UConn vs. Purdue or an Iowa vs. South Carolina rematch? You might have a case of “bracketbrain.”That’s the term ESPN and agency partner Butler, Shine, Stern & Partners (BSSP) came up with for an annual campaign promoting ESPN’s March Madness brackets, called Tournament Challenge. Brackets…
Women’s sports sponsorship deals are growing by double-digits
Sponsorship deals across major women’s North American sports properties increased by 12% year over year during their 2024-25 seasons, growing at a rate almost 50% faster than major men’s pro leagues experienced last year, according to a report from SponsorUnited, a sports and entertainment intelligence platform.The NWSL and WNBA saw…
Streamers are embracing live ads and buy-side interoperability
What do we want? More live ad capabilities! When do we want it? Now!Live ads and buy-side interoperability were top of mind for streamers at The Trade Desk’s Fwd25 event in New York on Thursday. Execs from NBCU, Warner Bros. Discovery, Paramount, and Disney were among those who showed up…
Planning to kill your mascot? Consider the following
Sometimes, you have to kill your darlings—and, apparently, your mascots.In 2020, the snack-food company Planters announced that its mascot, Mr. Peanut, was dead. The stunt, eventually revealed to be part of a Super Bowl campaign in which Baby Nut was born, quickly prompted brands like Mr. Clean and Snickers to…
Disney is bringing the ‘Oscars everywhere’ and taking brands along for the ride
Celebrities aren’t the only ones flocking to the 97th Academy Awards this weekend.Brands like Rolex, Prudential, and T-Mobile are set to appear in Sunday’s Oscars on ABC as Disney brings more sponsors onto the red carpet and into the broadcast.This year, Disney has seen a 50% YoY increase in brands…
Warner Bros. Discovery counts 117 million subscribers as streaming swings to a profit
Max is creating shareholder value, or whatever the finance bros say. Warner Bros. Discovery’s DTC unit, which houses the streamer, added 6.4 million global subscribers in Q424, according to the company’s quarterly earnings.The DTC unit, which also includes Discovery+ and some niche streamers, counted 117 million global subscribers in total…
Apple and John Deere reject anti-DEI proposals amid corporate walkbacks
The corporate tug-of-war over DEI continues.This week, Apple and John Deere shareholders voted against anti-DEI proposals, while some other companies have walked back their diversity efforts.It’s all playing out against the backdrop of an executive order from President Trump that aims to stop federal support for diversity, equity, and inclusion…
United Talent Agency is further building out its entertainment marketing division
As the demand for branded content in Hollywood continues to grow, United Talent Agency is building out its entertainment marketing division to support it.UTA’s entertainment marketing division, which opened in 2017, now has more than 80 employees and has made strategic acquisitions, including buying up the marketing consulting firm MediaLink…
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Whatnot wants to be a home for uncertain TikTok livestreamers
Amid the will they, won’t they drama of the still-looming TikTok ban, a lesser-known shopping…
What Lush learned from three years of being mostly offline
The beauty brand known for bath bombs and body scrubs has scrubbed itself from the…
Live sports pushes TV time up 5% in January: Nielsen
Turns out live sports still reliably brings viewers to linear TV and streaming alike.In January,…
Super Bowl ad recall metrics drop after blowout game: report
The Philadelphia Eagles’ decisive 40-22 victory over the Kansas City Chiefs in this year’s Super…
Big Tech ad giants plan to spend $240 billion on AI in 2025
Big Tech brought in billions last quarter, but it wasn’t enough to please investors. Of…