Streaming-exclusive NFL games deliver 66% stronger ad effectiveness than the TV average, according to EDO’s NFL TV Outcomes Report, which analyzes national TV ads that aired across the 2024–25 NFL. Also of note:
· NFL ads were 19% more effective than the TV average during the regular season, 63% more effective in the playoffs, and 243% more effective during the Super Bowl.
· NFL ads were especially effective for Restaurants (+69% vs. TV average), Luxury Auto (+42%), and Finance (+27%) during the regular season. Solo Stove was the most effective advertiser of the season, outperforming the league average by +1,403%.
· Ads featuring NFL players were 13% more likely to generate engagement. Davante Adams’ Taco Bell ads outperformed the average NFL ad by +124%.

“In conversations with CMOs and media directors, I’ve arrived at an undeniable conclusion: the NFL remains the ultimate platform for brand engagement at scale,” said Laura Grover, SVP, Head of Client Solutions, EDO. “For brands seeking measurable TV outcomes, no other media property comes close.”

Warner Bros. Discovery is suing AI image generator Midjourney, claiming the company steals its intellectual property. “Without any consent or authorization by Warner Bros. Discovery, Midjourney brazenly dispenses Warner Bros. Discovery’s intellectual property as if it were its own,” says the lawsuit.” WBD joins Disney and NBCUniversal in objecting to Midjourney’s use of their content.

At $143.9 billion, linear TV represents just 12.4% of global ad spend this year, down from 41.3% in 2013, notes WARC’s latest Global Ad Trends report. Key findings include:
· CTV ad spend is rising globally, but growth remains US-centric.
· The largest brands in the world spend on average 38% of ad budgets on TV; among smaller brands, that falls to 9%

“There’s no doubt that Linear TV’s role is slowly waning, both in viewing and ad spend, as audiences shift to the expanding ecosystem of CTV,” said Alex Brownsell, Head of Content, WARC Media. “However, new players such as Big Tech and retail media sellers hope TV can help them win brand dollars, and smart TV makers are creating their own ad-funded TV channels.”

True crime series “50 Ways to Catch a Killer,” from Curtis “50 Cent” Jackson, debuts Tuesday, September 16 with two episodes on FOX Nation. Hosted and executive produced by Jackson, the six-part program offers viewers follows investigative units as they unravel real-life murder mysteries.

“Belle Collective” returns to OWN for season six on Friday, October 3 tat 8p. The series spotlights the personal and professional journeys of a group of successful boss women.

Telemundo’s “Dinastia Casillas” premieres Tuesday, October 7 at 9p. The drama is a spinoff of Spanish-language hit “Senor de los Cielos.”

TLC’s “7 Little Johnstons” is back for season 16 on Tuesday, October 14 at 10p.

PBS KIDS is diving into gameplay with the launch today of “Odd Squad Gaming Unit.” Produced by Fred Rogers Productions and Sinking Ship Entertainment, OSGU is a partially scripted 4–7-minute gameplay series.

“The Death Investigator With Barbara Butcher” kicks off Saturday, September 27 at 9p on Oxygen, unpacking the stories behind shocking murders.

Country music stars Jordan Davis, Karen Fairchild, Dustin Lynch and Brothers Osborne will join CBS singing competition “The Road” as special guest advisors throughout the season. The competition kicks off Sunday, October 19 at 9p.

Saturday’s Premieres
Animal Planet: The Snake Catcher at 9p
CNN: Have I Got News for You at 9p
Prime Video: Confidence Queen

Sunday’s Premieres
AMC: The Walking Dead: Daryl Dixon at 9p
HBO: Mask at 9p
Netflix: The Fragrant Flower Blooms With Dignity
Weather: Timber Titans at 8p

John C. McGinley has boarded the cast of ABC’s “Scrubs” reboot, which has a series order. He joins fellow “Scrubs” alums Zach Braff, Sarah Chalke, Donald Faison and Judy Reyes. The original ran on NBC from 2001-8, and on ABC from 2009-10.

“Mutual of Omaha’s Wild Kingdom Protecting the Wild,” part of NBC’s weekend “The More You Know” programming block, has been renewed through the 2028-29 season. Season three kicks off Saturday, October 4. “At its heart, ‘Mutual of Omaha’s Wild Kingdom Protecting the Wild’ is about more than showcasing incredible wildlife – it’s about inspiring curiosity and action,” said Jennifer Wulf, Mutual of Omaha VP Brand Marketing. “The series continues to motivate new generations to become conservationists.”

“Cleopatra’s Final Secret” premieres Thursday, September 25 at 10p on National Geographic. The doc follows clues that could lead to the true final resting place of Egypt’s last pharaoh.

UK-based Hat Trick International has added two new Channel 4 health and wellbeing titles from factual producer Plum Pictures to its slate of health and wellness content: “What Not to Eat” and “Do You Have ADHD?”.

Last Word Entertainment has secured international distribution for “Mafia: Most Wanted.” The three-part true-crime series, which premiered in Canada on Crave in March, will debut in the US and Italy on Netflix in late September. The series will also air on Sky History in the UK and The History Channel in Benelux.

MyOutdoorTV is launching on The Roku Channel. The MOTV subscription streaming service will feature the company’s on-demand content library alongside exclusive live scheduled TV channel offerings.

Tatari announced a platform update for advertisers that includes a reimagined self-serve experience, opening Tatari’s advanced capabilities to digital‑first marketers while preserving advanced features for power users. “While much of the market runs on third‑party DSPs under the hood, Tatari is built on direct publisher rails – so brands get premium supply, fewer layers of fees, and performance they can see,” said Philip Inghelbrecht, CEO and Co‑founder of Tatari. “Combined with our measurement leadership, this is the most capable – and now the most accessible – Convergent TV platform on the market.”

How are sponsors bringing their brands to life at the US Open?
At big events like the US Open, premium sponsorships are no longer just about signage. Brands are creating multi-channel experiences that show up on-site, online, and across broadcasts. This can include custom broadcast segments, branded audio and visual cues, and real-time moments built into live coverage. Sponsors are also leaning into dynamic digital activations and on-site content that make their presence part of the overall fan experience. JPMorgan Chase offered exclusive on-site experiences for customers, ranging from branded swag to premium lounge access. The idea is to connect the brand with the prestige of the event in a way that feels seamless and memorable.

How do luxury brands stay true to their heritage while connecting with sports audiences?
For brands rooted in luxury, live sports like the US Open offer a unique platform to reinforce their heritage and modern relevance. Traditional broadcast commercials have also become more sophisticated. Brands are weaving themselves into the coverage through custom placements, live moments, and thematic storytelling that reflects their values. Real-time ad placements triggered by big wins or standout performances help connect the brands to moments of triumph and cultural resonance, making their presence feel both timely and meaningful. Influencer collaborations also play a key role in providing a more relatable connection to fans without losing their premium positioning.

How are marketers navigating influencer activations and real-time paid media during high-profile sports moments?
Marketers are making influencers a core part of their real-time playbook at the US Open. A great example is Aperol’s partnership with comedian Bowen Yang, who brought humor and personality to their US Open presence. These programs often start with pre-event experiences or content drops and then build excitement through live or near-live influencer content during the event itself. Paid media helps extend the reach of this content, making sure it lands with wider audiences at the right time. The result is a highly responsive, culture-aware approach that keeps brands visible and relevant throughout the event.

Across professional sports leagues in the 2024-25 season, the top brand for fan recognition was Budweiser/Bud Light, with 72% of fans surveyed recognizing them as the official beer sponsor of the NFL, a 5% increase compared to last year. Gatorade ranked among the top five official sponsors, with 63% recognition in the NFL, and the highest sponsor awareness in both MLB (61%) and the NBA (60%), while 64% of fans associated Goodyear with NASCAR as its official tire sponsor, second overall across leagues. Also of note: The NWSL now matches the NFL in average sponsor awareness, with 41% aided recognition, and the WNBA slightly leads the NBA in sponsor awareness, 30% versus 29%.

“FOX NFL Sunday” is set to deliver a live two-hour broadcast from KC Live! in the Kansas City Power & Light District and from GEHA Field at Arrowhead Stadium for the first time ever on Sunday, September 14 at 11a.

Netflix will serve as the official global broadcaster for this year’s Six Kings Slam at Riyadh Season. The second edition of the tournament, featuring six of men’s tennis’ leading players, is set to take place October 15-18.

Lisa Holme is joining Roku Media as Head of Content. At Warner Bros. Discovery, Holme shaped multi-platform content strategies for brands including Discovery+ and HBO Max.

Guideline announced the launch of its Data Insights Service, a new commercial and strategic initiative that will be led by Sean Wright. He joins the company as Chief Insights and Analytics Officer, after serving as SVP of Market Intelligence and Strategy at NBCUniversal.

Sabio is expanding Creator Television with new talent Lenarr Young, Daphnique Springs, and Julie Nolke. The expansion follows recent distribution launches on Xumo, Plex, Sling TV.

Jen Mamlet has joined the Ad Council as Chief Development Officer. Mamlet is returning to the organization, having previously served as SVP of Development until 2012. Most recently, she was Acting President and CEO of JCC Association of North America.

Parks Associates has hired Cliff Raskind as Consulting Director & Contributing Analyst. Raskind was previously an analyst at Strategy Analytics.

Friday Fun Fact
Porcupines float – their hollow quills trap air and make them buoyant.

Answer to Our Last Trivia Question
On which 1998-2001 sitcom did future “Two and a Half Men” (2003-2015) stars Jon Cryer and Conchata Ferrell guest star? “Two Guys and a Girl.” Kudos to: Andrew Goldman-Phane Funding Group/NYC; Susan Nessanbaum-Goldberg-M and S Entertainment/LA: Tom Moore-Kalt Productions/LA

Today’s Trivia Question
In which series did Buddy Ebsen play the uncle of the title character? (Email trivia@cynopsis.com with your answer and be sure to include your name, company, city and time zone. Limit of four answers per time zone.)