 IN THE NEWS |
Time spent streaming was up 56% year-over-year, but it wasn’t necessarily at the expense of linear, which grew 8%, according to Samba TV’s “State of Viewership Report” for the second half of 2024. Streaming was buoyed by popular TV series and an increase in live sports events. Linear also got a boost from live sports, as well as the presidential election. Additional insights include:
· 43% of total SVOD subscribers have chosen an ad-supported plan, and the share is increasing, with 56% of new subscribers choosing an ad-supported option.
· Netflix continues to lead the market with the share of subscribers who watch multiple original programs, with a 72% multi-show engagement rate.
· Netflix and Disney+ have mitigated churn most effectively, as users engage with the broad content library across those platforms.
· Drama’s 64% share of top streaming shows reflects both the genre’s prestige appeal and its ability to drive cultural conversation. But comedy saw a big increase year-over-year, with 120% more comedies within the top shows, displacing action, mystery, and adventure from the top content rankings. This is the first time in the past two years comedy has been in the top 5 genres. |
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| “CNN This Morning Weekend” and “CNN Newsroom” anchor Amara Walker is leaving the network after ten years. “I have other professional goals that I haven’t been able to pursue given my full-time commitment to a breaking news TV schedule,” said Walker. “I’m excited about all that is to come and the opportunities that lie ahead.”
Tastemade and Ole Interactive announced the formation of a new joint venture, Tastemade Latin America, aimed at enhancing existing streaming and social media offerings in the food and lifestyle genres, while also launching new channels in the travel and home and design categories. “Ole’s deep roots in LatAm and strong distribution network offer a unique opportunity for Tastemade to expand its reach and grow its presence in the region,” said Steven Kydd, Tastemade’s Co-Founder, President & Head of Business Development. “Together, we’re excited to bring Tastemade’s engaging lifestyle programming to viewers across all platforms – both traditional linear and connected TV.” |
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| PRODUCTION & DEVELOPMENT |
 Disney Branded Television animated series “Kiff” has been renewed for a third season. Creators Lucy Heavens and Nic Smal will return as executive producers, with Kent Osborne as co-executive producer. Quinn Scott will serve the role of story editor in season three. Season two is set to hit Disney Channel, Disney XD and Disney XD On Demand on Saturday, March 15, at 10a with two episodes.
BritBox has greenlit “A Taste for Murder,” a six-part crime procedural produced by Eagle Eye Drama and in association with ITV Studios. What’s in a name? The series, set in Capri, inserts classic Italian cuisine into each episode’s mystery.
Found footage horror series “The Creep Show” has been renewed for a second season on Shudder. No surprise there – season one had the strongest November release in Shudder history |
 Apple TV+ announced “KPOPPED,” an eight-episode song battle series from executive producer Lionel Richie. In each episode, western icons reimagine one of their biggest hits, collaborating with K-pop idols to deliver battle performances judged by a live Seoul-based audience. |
| NEW & RETURNING SERIES |
 Three friends navigate womanhood in the new series “Oh My God…Yes! A Series of Extremely Relatable Circumstances,” premiering Sunday, March 9 at 12:15a on Adult Swim. the quarter-hour adult animated comedy is executive produced by Dominique Braud (“The Simpsons”).
“Instant Italian” follows culinary influencer Anna Francese Gass in the kitchen as she updates beloved Italian dishes. The series premieres with back-to-back episodes on Monday, March 10 at 9:30p on FYI, as part of A+E Networks’ Home.Made.Nation multi-platform lifestyle programming block. |
 CNN’s “United States of Scandal” is back for season two on Sunday, March 9 at 9p. This season, host Jake Tapper widens his scope from politics to include infamous scandals from the worlds of corporate America, sports and pop culture. “From the ABSCAM scandal that landed my congressman in prison when I was a little kid, to Enron which I got to report on early in my career, from brouhahas in sports and society, this season’s United States of Scandals opens a wide aperture on the controversies of our time,” said Tapper. “And what’s always fascinating is to look beyond the headlines, learning new facts beyond whatever media narrative took shape.”
“Call the Midwife” is back for season 14 on PBS on Sunday, March 30 at 8p (check local listings).
Animated kids show “Skillsville” debuts Monday, March 3 on PBS Kids in English and Spanish. The series takes its cue from gaming elements to help children explore a wide array of career possibilities. |
Today’s Premieres
CBS: NCIS: Sydney at 8p
History: Ancients Aliens at 9p; Mysteries from Above at 10p
Max: How I Left the Opus Dei
Netflix: Th Greatest Rivalry: India vs Pakistan; Pokemon Horizons: The Series
Prime Video: Newtopia
WE tv: Love After Lockup: Crime Story at 8p
Saturday’s Premieres
Fox Nation: Yellowstone to Yosemite with Kevin Costner
Nat Geo Wild: Incredible Northern Vets at 10p
OWN: Family or Fiance at 9p
Sunday’s Premiere
Fox: The Floor, airing post Super Bowl |
| INSIGHTS: AHEAD OF THE GAME |
Audience are changing – and advertisers along with them. Martin Blich, Executive Director, Sports and Live Investment, GroupM US, talks Super Bowl Strategy.
How will this year’s game look different than last year?
Together, influencers and celebrities will create a powerful dynamic in this year’s Super Bowl. Featured prominently in this year’s creative, influencers and celebrities will demonstrate how the Super Bowl remains a platform not just for iconic advertising, but for cultural storytelling that extends beyond the game.
Influencers, valued for their authenticity and deep audience connections, are reshaping what it means to be a “celebrity” in advertising. Their lifestyle-driven, values-based content makes them relatable storytellers, while traditional celebrities bring broad recognition and can significantly amplify brand awareness. As brands seek deeper engagement, they are integrating both into campaigns in ways that feel organic and culturally relevant—ensuring Super Bowl advertising isn’t just about the big game but the conversations that surround it.
How are advertisers engaging newer audiences?
Brands are prioritizing dynamic, personalized storytelling that aligns with how today’s audiences consume content—seamlessly blending TV, social, and hyper-local activations. Rather than relying solely on the in-game spot, advertisers are creating immersive, multi-touchpoint campaigns that engage audiences across platforms. Interactive experiences, social-first extensions, and real-time engagement opportunities ensure that Super Bowl ads aren’t just watched but actively participated in.
What are the shifts in media planning and buying compared to past Super Bowls?
The Super Bowl has evolved beyond a single-day event into a multi-channel marketing moment. Brands are investing in holistic, cross-channel strategies that span social, streaming, CTV, and OOH – keeping the conversation going before and after the game. Data-driven targeting is also playing a bigger role, allowing advertisers to reach specific audience segments with precision, maximizing both reach and relevance.
Which emerging channels are set to make the biggest impact for brands?
Super Bowl viewers are increasingly shifting to streaming, as audiences seek more flexible and personalized viewing experiences. Meanwhile, second-screen behavior is reshaping engagement, with many fans following the game while interacting on social media, creating opportunities for brands to insert themselves into trending conversations online. Interactive and short-form content across digital platforms is becoming increasingly important for newer football audiences. These fans want digestible, engaging content that lets them experience the game on their own terms—whether by catching key moments in real-time, following their favorite athletes, or participating in online conversations about culture. |
| COMING UP |
| Hulu documentary, “Last Take: Rust and the Story of Halyna,” will explore the tragic death of “Rust” cinematographer Halyna Hutchins on the set in 2021. The film is set to premiere Tuesday, March 11.
Documentary “Dynamo is Dead,” following magician Dynamo as he prepares to bury himself alive (!!!), will make its US premiere Wednesday, February 12 at 10p on Fuse. |
| SPORTS MEDIA AWARDS
Who Will Be Our Next Luminary of 2025?
The big reveal happens in two weeks! Here’s a clue: this trailblazing media platform, founded by four world-class athletes, is redefining how women’s stories are told, showcasing a diverse and inclusive community of game changers and culture shapers. Any guesses?
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| SPORTS REPORT |
NFL teams’ sponsorship revenue increased 6% from last season to $2.49 billion this season, according to SponsorUnited’s annual NFL Marketing Partnerships Report. Additional highlights include:
· Commanders’ Jayden Daniels and Cowboys’ Demarcus Lawrence led the league in endorsement deals.
· The construction & industrial industry saw 33 new brand deals across the league, the most of any category.
· Eight of the top 10 most active brands are league partners of the NFL.
For the fourth consecutive season, the Big East Conference is collaborating with the Black Fives Foundation to highlight the contributions of African American athletes, coaches, and communities who played an instrumental role in shaping the history of basketball. This weekend’s Georgetown vs. Seton Hall game will showcase the “Pioneers of Change” campaign, which runs throughout February and will be celebrated at 22 Big East games. |
 Cheyenne Woods, a touring golf professional and TV personality, has been named host of “Tee to Dream,” a new original series currently in production and streaming Tuesday, February 11, on Golfpass.
ESPN has reached multi-year contract extensions with two European-based soccer personalities: reporter Alexis Nunes and analyst Nedum Onuoha. Both will continue their respective roles, delivering coverage across ESPN platforms.
Tennis Channel and the United Pickleball Association have launched an app in support of their co-owned pickleball-dedicated television network, Pickleballtv. Fans can purchase the Pickleballtv app for dink-y $5.99 a month.
David Hill will be honored with a Lifetime Achievement award at the 46th Annual Sports Emmy Awards in May. “David’s numerous contributions to sports broadcasting have impacted the way sports have been and will be viewed around the world forever,” said Adam Sharp, President and CEO of NATAS. “His innovations, including the ‘Fox Box’ Score Bug concept, have transformed the way viewers can watch games. He essentially introduced Augmented Reality to television screens decades before that phase was even coined. As an Executive, he has broadened the horizons of sports media, opening doors to a new generation of television leaders.”
Female mixed martial arts promotion Invicta Fighting Championships announced the continuation of its exclusive US television rights deal with CBS Sports, which will remain the official home for Invicta Fighting Championships, televising the promotion’s 2025 events live.
Fubo has entered into a marketing partnership with sports analyst Colin Cowherd, who will create and distribute a Fubo marketing campaign across his media properties. |
| DISTRIBUTION |
| Lion Forge News has secured a deal with ITVX to bring its Nigerian animated superhero series “Iyanu” to the UK. The show will be available to US viewers on Cartoon Network and Max this spring, followed by its UK launch in the summer. |
| RATINGS |
| Tuesday’s season premiere of Telemundo’s “La Casa de los Famosos” drew 1.1 million total viewers and 332,000 A18-49, the highest reality show premiere on the network across both demos since the debut of the show’s fourth season last year. |
| EXECUTIVE MOVES |
| Dentsu has appointed Beth Ann Kaminkow as CEO, Dentsu North America, effective June 16. Kaminkow, who was previously Global Chief Commerce Officer and CEO NY at WPP’s VML, replaces Michael Komasinski, who left in January. |
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This Day in History
2013 – Mississippi became the last state to officially abolish slavery (it had ratified the Thirteenth Amendment in 1995 but failed to submit the necessary paperwork).
Friday Fun Fact
The first Super Bowl ticket, in 1967, cost $12. Last year, the final average price for a ticket was $5,795.
Answer to Our Last Trivia Question
Who did Ted pass “The Blitz” curse to on “How I Met Your Mother” (2005-14)? Barney. Kudos to: Rick Dascher-Haberdaschery Creative/Atlanta; Gerry Bixenspan-TV Marketing Inc./NYC; Tom Moore-Kalt Productions/LA; Susan Nessanbaum-Goldberg-M and S Entertainment/LA
Today’s Trivia Question
Who gave the shortest national anthem performance at a Super Bowl? (Email [email protected] with your answer and be sure to include your name, company, city and time zone. Unofficial rules: a limit of four answers per time zone.) |
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