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YouTube topped Nielsen’s February 2025 Media Distributor Gauge, gaining 2% over January to grab 11.6% of time spent watching TV across the month. It’s the streamer’s best share of TV to date, and is the second time YouTube has topped the Media Distributor Gauge since Nielsen began tracking in November 2023. Time spent is up 53% versus two years ago, and its share of TV has grown from 7.9% to 11.6% in that time, according to Nielsen’s The Gauge reports. Who’s driving the rise? Increasingly, older audiences notes the report. Viewing from adults aged 65+ has nearly doubled in the last two years (+96%), and the demographic now represents a viewing contribution similar to that from kids 2-11 (15.4% vs. 16.9%).

“Modern Family’s” Ty Burrell will star in a series of ads promoting United Airlines’ membership rewards cards through Chase. Created in partnership with the 72andSunny agency, the spots, which will launch on April 1, will take a comedic tone to illustrate the cards’ perks. This marks the first time United has advertised on linear TV since 2019.

Comedian and host of CNN’s “Have I Got News For You’s” Roy Wood Jr. will host The 85th Annual Peabody Awards on June 1 at the Beverly Wilshire Hotel in Beverly Hills, CA. Winners are awarded for excellence in various fields, including television, podcasts, radio and immersive interactive media.

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Jessica Chastain and Adam Driver will headline “The Dealer,” a straight to series order for AppleTV+ focused on the world of high-end art. Chastain will play a gallerist who shares a complicated relationship with her most talented artist, played by Driver.

“Elle” Prime Video’s prequel to “Legally Blonde,” has added That Thing You Do’s” Tom Everett Scott to the series, which is being executive produced by the original film’s star, Reese Witherspoon.

Hailey Welch, the woman who became famous for uttering the phrase “hawk tuah” in a viral video, will be the subject of a new documentary from Bungalow Media + Entertainment. The doc will chronicle how Welch became a worldwide sensation, then used her newfound fame to launch a podcast, a merch line and more. Release plans for the documentary have yet to be announced.

The four-episode Disney+ revival of “Malcolm In the Middle” has completed its casting of the Wilkerson family. Caleb Ellsworth-Clark, Anthony Timpano and Keely Karsten will join original cast members Frankie Muniz, Bryan Cranston, Jane Kaczmarek, Christopher Masterson and Justin Berfield as Malcolm (Muniz) and his daughter (Karsten) attend his parents’ 40th wedding anniversary party.

Amazon MGM Studios and Legendary Television will develop a scripted adaptation of “Murdle,” the murder mystery puzzle series created by G.T. Karber. The new TV show, written by Karber, is based on a story about two rival members of a London detective club with different approaches to crime-solving who are forced to work together.

Travel series “My Happy Place” debuts on CNN and CNN International on Sunday, April 27. The show follows six celebrity hosts, including Alan Cumming, Octavia Spencer and Questlove, who reveal why certain destinations have become their personal sanctums. “These talented storytellers let viewers into their home away from home, and the result is as poignant as it is illuminating,” said Amy Entelis, EVP for Talent & Content Development, CNN Worldwide.

John Lithgow and Jimmy Smits will return to the “Dexter” universe for the Showtime original series “Dexter: Resurrection.” Lithgow is reprising the role of Arthur Miller, The Trinity Killer, for which he won and Emmy, and Smits will once again portray Miguel.

Tami Roman is set to host another season of MTV’s “Caught in the Act: Unfaithful” beginning April 15. Look for Roman to team up with relationship expert Coach Ken Canion and her investigation team as they work with wary lovers to expose their unfaithful partners.

Linear is shrinking as the media ecosystem evolves – but it’s still very much alive. Where does linear still have value to consumers and advertisers?
Yes, linear is still alive and kicking! For most companies this is the lion share of their business in fact. However, times are changing, and we need to prepare for the change. The fact is linear TV continues to offer significant value due to its ability to create a shared, collective viewing experience. Live events like sports, award shows, or breaking news drive audiences to linear because they’re moments people want to experience in real-time. For advertisers, linear provides unparalleled reach, particularly for older or less tech-savvy demographics who remain loyal to traditional formats. It also offers predictability in scheduling and ad placement, ensuring brands appear during high-viewership slots. Linear thrives on consistency, something streaming cannot always replicate

How do linear and streaming TV complement each other?
Linear and streaming TV offer unique strengths that enhance the consumer experience when combined. Linear excels at live, appointment-based programming, while streaming provides on-demand, personalized content anytime and anywhere. Together, they form a robust ecosystem that caters to varying audience preferences. For advertisers, this hybrid model is a goldmine—it allows for broad brand messaging on linear to build awareness, paired with highly targeted, data-driven campaigns on streaming to engage specific audiences. A cross-platform strategy ensures that no demographic or consumer touchpoint is overlooked.

How do you think the linear TV business needs to evolve to remain vital?
To remain competitive, the linear TV business needs to embrace technological innovation and consumer-centric strategies. Integrating advanced analytics to measure viewer engagement in real-time, similar to the data available on streaming platforms, would make linear more attractive to advertisers. Additionally, adopting addressable advertising technology can help tailor ads to households even in a traditional TV setting, enhancing relevance and ROI for brands. Finally, linear must focus on exclusive, live, and highly engaging content, ensuring it remains the go-to option for collective viewing experiences.

Vistar Media struck an agreement with Western Union to manage and monetize its network of over 2,200 DOOH screens across the US, Canada and Brazil. Leveraging Vistar’s ad server, player and/or supply-side platform, Western Union is transforming its marketing screen assets into a retail media network aimed at reaching multicultural audiences. “With our modern stack of technology solutions, we’ve helped Western Union turn screens that were once underutilized into a vibrant, high-performing media network,” said Eric Lamb, SVP, Enterprise Solutions at Vistar Media. “This partnership showcases how advanced technology can empower a global financial leader to connect authentically with a specific audience, generate meaningful revenue and drive measurable results for advertisers.”

DISH Media announced a new Order Management System developed in collaboration with Decentrix’s BIAnalytix Planner. The platform streamlines workflows across DISH Media’s national network, including both DISH’s set-top-box inventory and Sling TV’s connected TV.

As part of the leadup to the 2025 Stanley Cup Playoffs, PEPSI will debut a new TV commercial featuring NHL superstar, David Pastrnak. Leaning into Pastrnak’s nickname, “Pasta,” the spot, produced by NHL Studios, will use the catchphrase “Pasta Deserves Pepsi” and debut on March 29 during the Boston Bruins ESPN broadcast.

AT&T, a sponsor of NCAA men’s and women’s March Madness tournament for over 20 years, has created a series of targeted ads to air during the games. Using its “AT&T Guarantee” platform, which highlights the brand’s network reliability, the spots include NBA and college basketball stars illustrating things in life that do not come with a guarantee and will air on CBS, TBS, TNT, TruTV and ESPN, as well as associated digital channels.

Banijay France is merging Banijay Studios France and Shine Fiction. Under the leadership of Chairman Dominique Farrugia and Chief Operating Officer Guillaume Thouret, the newly formed entity will focus on creating premium series for both local television and global streaming platforms

WildBrain has broadened its reach in the FAST kids’ content market by launching new channels across Europe, from the UK to Italy, featuring a variety of IP. In the past year, WildBrain has increased the number of FAST channels it has launched across Europe, tripling the total to more than 70 channels.

True crime continues to score big with audiences. Investigation Discovery’s “A Body in the Snow: The Trial of Karen Read” has reached more than 6.3 million viewers In the US across linear and streaming. The five-part docuseries premiered over three nights on ID.

“60 Minutes” continues its primetime dominance, taking the #1 broadcast spot in viewers 18+. According to Nielsen live plus same day ratings, the news program delivered 8.07 million viewers on Sunday, and was up +13% in total viewers and +9% in adults 25-54 as compared to the same night last year. Season-to-date, the 57-year-old series is also up +75% on streaming compared to last year.

TheHill.com saw 33,447,000 unique visitors in the month of February, up nearly 17% versus the month prior. Fox News Digital was the number one news brand for the month, with 121 million total multiplatform unique visitors.

Basic Cable Top 10 for the week of March 17
P2+ AA (000)
Primetime
Fox News 2865
TBS 1603
TNT 1486
TruTV 1486
MSNBC 1144
ESPN 729
HGTV 605
Hallmark Channel 564
CNN 523
History 521
Total Day
Fox News 1788
MSNBC 609
TBS 585
TNT 499
TruTV 451
ESPN 430
CNN 405
HGT 344
Hallmark Channel 297
Food Network 257
Source: Nielsen

Today’s Trivia Question
Which reality show’s stars included George Foreman and Terry Bradshaw? (Email trivia@cynopsis.com 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.)