 IN THE NEWS |
| Viewing of content with ads gained 1.2 share points in the second quarter of 2025, finishing with 73.6% of overall TV viewing, according to Nielsen’s Ad Supported Gauge. The report found that, during a season when viewers tend to dial back their media consumption, overall viewing was down by 9% compared to Q1 and viewing for ad supported content was down by 8%. Ad-Supported broadcast dropped 16% and ad-supported cable was down by 8%, while ad-supported streaming held flat. |
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| Newsmax Media has filed a complaint with the FCC about the proposed $13.25 billion merger of advertising giants Omnicom Group and Interpublic Group (IPG). “The FTC has a duty to safeguard competition and viewpoint diversity,” said Christopher Ruddy, CEO of Newsmax. “This merger threatens both. The combined power of Omnicom and IPG – the combined dubbed ‘the world’s largest advertising agency’ – poses an existential threat to independent media outlets, particularly those espousing politically diverse or conservative views.” When the Federal Trade Commission gave conditional approval to the deal last month, it required the merged entity to agree to a consent order that prohibits it from steering ad dollars away from media publishers based on their political or ideological views.
EDO, the TV outcomes company, and consumer purchase insights company Affinity Solutions linked 126 million linear TV ad airings to 86 billion consumer transactions to identify how creative quality, geographic targeting, and live sports can increase ROI for QSRs like McDonald’s, Wendy’s, and Sonic Drive-In. Findings included:
· Ad quality has 7.7x greater impact on online sales than ad volume
· Brands drive 2x higher ROI by focusing on the top 50 brand DMA segments
· Brands earn 2x incremental sales with strategic live sports placement |
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In a new survey of 200 brand marketers on “performance and brand,” the VAB’s latest report shares how they are balancing short-term sales with long-term growth.
Key takeaways:
· Current KPIs prioritize short-term sales over long-term brand results due to revenue pressures and measurement ease
· Without short-term demands, marketers would double investment in brand strategies, acknowledging their critical role in lasting business impact
· Brand strategies create full-funnel outcomes including awareness, sales, loyalty and retention essential for long-term growth
· Businesses should adopt “brand and performance” approaches rather than “performance only” since branding drives sustained growth |
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| With retail media forecasted to reach $74B by 2026, IAB released its latest guide, “Defining Commerce Media and Its Ecosystem,” as businesses seek new revenue streams and adapt to privacy-first advertising. The guide positions commerce media as a transformational force redefining how companies monetize assets and brands reach consumers closer to purchase points. IAB explores commerce media definitions, the expanding ecosystem across retail, travel and financial services verticals, and how first-party data and customer trust create new media opportunities.
In other stats cited by Keen Decision Systems, Display advertising spending through July 9 increased 5% in 2025 to now represent 15% of all media spending. Linear TV spending also grew from 19% to 22% of total media spend, while social media spending declined from 20% to 17% year-over-year.
Spectrum Reach has launched Spectrum Reach Architect, an AI-driven media planning platform that delivers TV, digital and streaming recommendations using historical data from tens of thousands of campaigns and first-party insights from over 30 million US households. The platform draws from Spectrum TV App data and uses machine learning to provide customized budget allocation and audience targeting recommendations. “Our direct connections to over 30 million U.S. households give us the ability to provide advertisers, agencies and marketers with actionable insights,” said Jason Brown, Executive Vice President at Spectrum Reach.
All ears were on Disney as the company completed its 2025-2026 Upfront with increased sports and streaming sales, maintaining overall volume consistent with last year. Streaming accounted for more than 40% of total upfront volume, while sports advertising across linear and addressable reached nearly $4 billion with 69 multi-year deals, and double-digit growth for Monday Night Football and women’s sports. “The Oscars” also nearly doubled units sold compared to last year, showcasing the power of live events, while independent agencies saw double-digit volume growth across sports and streaming categories. |
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| Cynopsis Top Women in Media
Make Someone’s Day.
Help us honor the game changers. Cynopsis is seeking industry leaders to serve as judges for the 2025 Top Women in Media Awards.
Share your expertise, and help shape someone’s future. Apply now.
INQUIRE NOW |
| PRODUCTION AND DISTRIBUTION |
| Ad-tech company Sabio has secured distribution for its Creator Television FAST channel on ad-supported Amazon Fire TV Channels, running across Fire TV, Fire Tablet, and Echo Show devices in the US. Creator TV positions itself as the first creator-led streaming network bringing social media storytelling to traditional TV formats, and follows recent launches on Xumo, Plex, Sling TV, and Anoki. Charlie Ibarra, Co-Founder and Head of Content at Creator TV calls social media creators “the content innovators of our time…whose approach will fuel the next wave of programming on TV.”
Banijay Asia has teamed with creator company Collective Artists Network (CAN) to launch a creator-led content and IP engine that will conceptualize, develop, and produce creator-first and creator-controlled properties. “This partnership marks a bold new chapter in content creation – where creators are no longer just participants but become the driving force behind the narrative,” said Deepak Dhar, Founder & Group CEO, Banijay Asia & EndemolShine India. “By joining forces with Collective Artists Network, we’re building a powerful ecosystem at the intersection of content, creators, and brands.”
In more international distribution news, Viaplay Content Distribution acquired global sales rights to three new dramedy series, “Adults” and “Suburbia,” and character driven comedy “Second Run.” Produced by leading Swedish production company FLX.
The UK’s ITV joined the “Piñataverse” in a new deal with children’s content producer/distributor Nelvana and digital design and toy company Toikido to launch the Roblox-inspired series, “Piñata Smashlings™” this September, with more countries in the Fall. |
| NEW & RETURNING SERIES |
| Netflix has unleashed “Untamed,” starring Eric Bana, for a second season, following strong ratings that pushed the drama to No. 1 on the platform’s English-language TV list after its July 17 premiere. The series was initially planned as a limited series but performed well enough to warrant continuation.
Going from “theater of the mind” to visual format, Hulu is developing “Blood & Myth,” a true-crime documentary based on James Dommek Jr.’s 2019 audiobook “Midnight Son” about violent crimes in a remote Northern Alaska Native village. The project explores the clash between Native American folklore and the US justice system.
Great American Media premieres its new original drama, “Crossroad Springs,” on Great American Pure Flix on August 28, and on the Great American Family channel on August 31. In more Great news, the network also announced new original movie, “Homes for the Holidays,” featuring Cindy Busby and Sam Page, streaming on Great American Pure Flix, and premiering on GFAM+ as part of a 5th Anniversary Edition of their Great American Christmas 2025, ready for those who like to maximize the season by starting in October.
Shiny Penny Productions and Five All in the Fifth Entertainment all came together to develop the television adaptation of “They All Came to Barneys,” a forthcoming memoir by Gene Pressman, former co-CEO and creative director of the iconic New York retailer. Beth Schacter (“Billions,” “The Morning Show”) will write the series with Joe Wright (“The Agency”) directing the family saga about the fashion retail empire founded by Pressman’s grandfather in 1923.
In another hasn’t ‘hit the shelves yet, but will be on screens’, the second season of AppleTV+’s “Presumed Innocent” is based on Jo Murray’s debut legal thriller “Dissection of a Murder,” coming out in 2026. The marvelous Rachel Brosnahan continues in the lead, opposite new cast member Jack Reynor.
Apple TV+ also announced “Prehistoric Planet: Ice Age,” a new installment of the award-winning natural history series from BBC Studios Natural History Unit and executive producers Jon Favreau and Mike Gunton. The production, premiering globally on November 26, features Golden Globe & Olivier Award-winning Tom Hiddleston calling the animal play by play.
AMC+ will premiere “Kidnapped: The Chloe Ayling Story,” a six-part crime thriller about British model Chloe Ayling’s 2017 Milan kidnapping and subsequent media scrutiny, on August 28. Written by Georgia Lester (“Killing Eve”), the series stars Nadia Parkes as Ayling, who was accused of faking her own abduction for publicity after her escape. A companion three-part documentary “Chloe Ayling: My Unbelievable Kidnapping,” featuring Ayling’s first interview since her abductors’ conviction, premieres September 25 on Sundance Now and AMC+. |
Today’s Premieres
A&E: My Strange Arrest at 10p
HGTV: Chasing the West at 9p
Hulu: Mr. & Mrs. Murder
MTV: MTV’s The Challenge at 8p
Netflix: Conversations with a Killer: The Son of Sam Tapes; Unspeakable Sins |
| TECH |
| WPP Media has partnered with commerce media platform Criteo to integrate real-time shopping data into Connected TV advertising, combining commerce signals from over 17,000 e-commerce sites as the first major application of its Open Intelligence data platform. The collaboration is aimed at helping advertisers reach qualified consumers across premium CTV inventory including Roku, Samsung, and Scripps through curated Deal IDs that work with any demand-side platform, to connect ad exposure to measurable results like foot traffic and sales.
Luma AI has updated its Dream Machine platform to combine AI video generation with professional editing tools, allowing filmmakers to direct and refine AI-generated shots with precision control. The update, available Thursday to all subscribers including enterprise partners, enables users to fine-tune and iterate on AI video content with capabilities approaching traditional post-production workflows. The company is backed by Andreessen Horowitz, AWS, Amplify Partners, and Matrix Partners.
While economic factors are a valid reason for some of the tech layoff spree, they are an excuse for others, maintains Sergii Denysenko, CEO, MGID. What does the tech sector’s “worker-hostile” environment mean for the industry? Denysenko gets candid in Cynsiders. |
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| Cablefax Voices of Impact & Workplace Culture Awards (Formerly The Diversity & Pride List)
Who’s making work better for everyone?
The Voices of Impact & Workplace Culture Awards celebrate the changemakers building inclusive, people-first environments.
Final call: Nominations close August 8.
ENTER NOW |
| SPORTS REPORT |
| All Sports Television Network has signed a broadcast partnership with Netball America to air the organization’s national and international competitions starting later this year. The deal includes coverage of the US Open Netball Championships and targets the growing women’s sports market as netball expands through US school programs. Netball CEO Sonya Ottaway calls the partnership, which kicks off later this year, “a game-changer” for the sport.
VSiN, the Sports Betting Network, debuts the 10 episode second season of “Circa Survivor: The Quest for $14.2 Million” on August 5. The docuseries tracks sports betting contestants competing for a life-changing prize pool in the “Circa Sports Survivor Pro Football Contest,” to air on VSiN.com and YouTubeTV. The series represents VSiN’s push into original programming as the sports betting media landscape expands. |
| RATINGS |
NASCAR Xfinity Series race delivered a third consecutive win for Connor Zilisch and a win for The CW with:
· 1,108,000 Total Viewers
· Viewership up +23% versus last year’s 21st race from Michigan (8/17/24 on USA)
· +6% audience growth over last week’s race from Dover
· Peak of 1,333,000 viewers from 7:15-7:30pm ET
Not to be outrun, INDYCAR on FOX is averaging 1,486,000 viewers, up +31% over last year. For Sunday’s NTT INDYCAR SERIES race 734,000 viewers made Alex Palou’s win the most-watched Laguna Seca on FOX since 2021, up +829% from last year’s race that had been affected by a network scheduling change, and:
· Up +36% vs. 538,000 viewers for the season finale 2023 race (9/10/23)
· Up +17% from last year’s 626,000 viewers for the 2024 non-Indy 500 race average
Keeping with Sports eyeballs, 2.02 million viewers tuned in for Saturday’s two-game “Baseball Night in America” slate on FOX, highlighted by a 4-2 Red Sox win over the Dodgers at Fenway Park.
In other Fox viewing news, Fox News Channel averaged 2.4 million viewers in primetime during July, leading all television networks, ahead of NBC (2.1 million), CBS (2 million) and ABC (2 million), according to Nielsen Media Research. Its top show, “The Five,” drew 3.5 million viewers with 378,000 in the 25-54 demographic.
NewsNation touted being the only cable news network that is up in total day for the month of July, and one of the fastest-growing networks in all cable for the second consecutive month, up 6 percent in total viewers and up nearly 15 percent among adults 25-54 compared to a year ago according to Nielsen. (Total Day: 55,000 in P2+, up 6% and 9,000 in 25-54, up 13%). |
| EXECUTIVE MOVES |
| Blink49 announced multiple promotions: Toby Dormer will oversee all Canadian unscripted efforts, working closely with the U.S. team to execute an integrated cross-border strategy, as President, Canada, Unscripted Division. Vera Lubimova has been promoted to SVP, Production and Vince Buda joins as Vice President of Production, Unscripted Television. Both report to Dormer.
Versus has named Justin Ortiz Creative Development Director. Ortiz brings multidisciplinary creative experience, previously holding senior roles at Publicis Groupe and Taylor James.
Plimsoll Productions has elevated BAFTA and EMMY winning producer Mark Brownlow to Head of Natural History. Award-winning director and producer Alex Ranken fills Brownlow’s Creative Director role. |
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This Day in History
1965 – President Lyndon B. Johnson signed the Medicare bill.
Answer to Our Last Trivia Question
What was the first feature film to be shown on television? The 1925 film “The Police Patrol,” on W2XCD in Passaic, NJ in 1931. Kudos to: Susan Nessanbaum-Goldberg-M and S Entertainment/LA: Tom Moore-Kalt Productions/LA; Gerry Bixenspan-TV Marketing Inc./NYC; CDavid Schneider/St. Petersburg
Today’s Trivia Question
Which TV investigator’s catchphrase was, “There ya go!”? (Email your answer to trivia@cynopsis.com and be sure to include your name, company, city and time zone. Unofficial rules: a limit of four answers per time zone.) |
VP SALES, NORTH AMERICA >>
All3MEDIA INTERNATIONAL/NEW YORK/HYBRID: Responsibility for covering format sales in the territory, liaising with the EVP Formats & Licensing as well as All3Media America, as well as Licensing finished program/tape sales in the United States and Canada. Also take ownership of and implementing the agreed sales strategies, reporting on progress and any issues preventing implementation. Full info HERE
SENIOR DESIGNER >>
REELZ CHANNEL/ALBUQUERQUE, NM: Responsible for the concept, design and execution of various motion graphics projects for on-air promo and sales presentations. Will be required to design and create graphics for social media, digital and print. Must be able to follow brand guidelines and expand and change the brand look when necessary. Full info HERE
EVP, COMMERCIAL & TECHNOLOGY TRANSACTIONS, LEGAL & BUSINESS AFFAIRS >>
A+E GLOBAL MEDIA/NY(HYBRID): Oversee the three major areas of commercial transactions (comprised of supporting the Distribution, Total Media Solutions and Global Content Sales divisions) and the adjacent areas supported by the attorney teams that principally support those divisions (including vendor management and privacy). Full info HERE
SR. DIRECTOR OF SALES, KSTU & KUPX >>
THE E.W. SCRIPPS COMPANY/SALT LAKE CITY: Leverage our suite of advertising solutions to unlock growth opportunities for local and national businesses. Play a role in driving the station’s revenue goals as well as serving as the home station for Utah’s new NHL team. Collaborate with our production team to create campaigns that connect our clients with their customers in meaningful ways. Full info HERE
DIGITAL MEDIA BUYER >>
FURMAN ROTH ADVERTISING/NY(HYBRID): Plan, launch, and optimize digital marketing campaigns across various paid media channels (including Display, Google products, Paid Social, CTV, and Programmatic, etc.) while managing budgets effectively. Support the execution of media plans across platforms, overseeing targeting, budget allocation, and performance tracking to drive campaign success. Full info HERE
ACCOUNT DIRECTOR; CTV BRAND PARTNERSHIPS – MID WEST/WEST COAST
FUTURE TODAY
REMOTE
Build, maintain and expand a pipeline of sales targets, contacts, and sales opportunities leveraging your relationships with a heavy focus on new business revenue. Build/nurture relationships with the investment, strategy, precision and digital agencies as well as clients. Also maintain an ongoing knowledge of the streaming media landscape. Full info HERE
DIRECTOR, AD MARKETING & SALES >>
THE SHADE ROOM/REMOTE: Develop and execute a revenue growth strategy to drive direct advertising, branded content, and sponsorship sales as well as lead the development of compelling advertising and branded content offerings tailored for TSR’s audience and cultivate and maintain strong relationships with key advertisers, media agencies, and brand partners. Full info HERE
ACCOUNT EXECUTIVE DIRECT RESPONSE >>
OPPORTUNITY MEDIA/NY(REMOTE/HYBRID): Seeking an energetic achiever with excellent written & organizational skills for role to assist in growing revenue for dynamic Direct Response Team: required: BA Degree, Min 5 yrs DR Experience. Wide Orbit Exp a +. Full info HERE
PROFESSIONAL LECTURER OF COMMUNICATION/SPORTS BROADCASTING >>
MARIST UNIVERSITY/ POUGHKEEPSIE, NY: Teach studio and field broadcasting and new media courses in sports media and journalism as well as be able to teach a studio course on producing a newscast and help students live stream a podcast or produce short-form feature content suitable for social media streaming. Also demonstrate through their teaching, professional activity, and service. Full info HERE
SALES LEAD – AGENCY PARTNERSHIPS
UPWAVE
NEW YORK, NY
Build and manage relationships with our agency partners – mostly targeting media buyers and planners – and help them see the value of adding Upwave measurement to The Trade Desk campaigns. You will both leverage your existing network and open new doors to achieve aggressive but achievable sales targets. Full info HERE |
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