Research commissioned by Raptive - which handles ad sales for sites like Half Baked Harvest and Stereogum - found that people’s trust drops by nearly 50% when an article feels AI-generated, even if it isn’t.
While Gen Z and Millennials are known for embracing affordable streaming options, free streaming also outperforms paid streaming in reaching Gen X, Boomers, and women - groups that may still watch linear TV but increasingly use free streaming as a supplement. A recent joint study by Roku and MAGNA found that free streaming reached 6% more Gen X and 7% more Boomers than paid streaming.
Older adults now make up nearly a third of all U.S. gamers, with 57 million Americans over 50 playing regularly. Half of those in their 60s and 70s game weekly, and 36% of those in their 80s do too, The Guardian reports.
Pokémon and sports trading cards are booming among young adult men, with Pokémon cards alone increasing in value by 3,261% over the past 20 years, far outpacing the S&P 500’s 421%. eBay logged 14,000 Pokémon searches per hour in 2024, and collectibles accounted for 29% of GameStop’s Q1 2025 sales, Fortune reports.
The youth sports industry is now worth $40 billion, and private equity firms are buying up camps, leagues, and training facilities to cash in. Families spent an average of $1,016 per child in 2024, up 46% since 2019, according to the Aspen Institute and the New York Times.
Sources: AdWeek, IPG MediaLab, MAGNA, The Guardian, Fortune, New York Times
Pantene - Pantene and Kelsea Ballerini Tame 'Country Fried' Hair in Retro Ad
Grey New York campaign taps country culture and '50s flair to spotlight Pantene’s Damage Repair line
Rhode - Rhode Escapes to a European Beach Club for the Summer
Gray and eggshell yellow sun loungers, towels, ice cream treats and beach inflatables have popped up at the beach club Gran Folies in Majorca, Spain
CeraVe - Bombshell Love Island Brand Partnerships Enter the Villa for Season 7
CeraVe, Cuervo, Instacart, and Maybelline New York want to make a connection with viewers in Love Island USA on Peacock
Parbs joins hosts Ryan and Adam to break down how CMX is redefining retail media through partnerships with platforms like Reddit, leveraging interest-based conversations to drive brand advocacy. We also explore the collapsing purchase funnel, the rise of in-store formats like audio and end-cap screens, and the importance of transparency and first-party data in an age of “creepy” personalization.
IPG Media Lab Podcast | Episode 171: Apple WWDC 2025 Recap
The team discussed Apple’s practical approach to AI, which focuses on incremental “quality-of-life” improvements, and what it means in the context of a heated AI race among the big tech companies. They also discussed the new “Liquid Glass” design that Apple announced for all upcoming operating systems, and what its spatial computing-oriented design says about Apple’s vision for the future of digital interactions. Furthermore, the team explored specific updates to Apple Wallet, CarPlay, Apple Music, and other corners of the Apple ecosystem that will have direct or indirect impact on brand experiences in relevant categories.
The US Media Landscape by Vincent Letang, Michael Leszega and James Roth, is a 300-page deck-style book, updated quarterly, that draws from the latest MAGNA Intelligence data and insights. The deck addresses all aspects of the US media industry and advertising market place, organized in an encyclopedic style. The document presents the fundamental features of the various media types, in succinct and infographic style, to non-specialist readers: trading mechanisms, media consumption, sensitivity to economic environment, regulation, ad spend, ad sales, pricing dynamic, ad inventory, media vendors, mergers and acquisitions, top industry verticals, top ad spenders, audience measurement. The document also includes in-depth sections for each the following media types: national television, local television, digital video, search, social media, programmatic, newspapers, magazines, audio media, out-of-home, cinema and direct mail.
The 2025 Generation Report by Stefanie Morales takes a deep dive into US generations such as Gen Z, Gen Y (Millennials), Gen X, Baby Boomers, and beyond. This report includes key facts, demographic breakdown, expenditure patterns, as well as differences in device ownership and media consumption behaviors. Other key findings include media type and platform preferences by generation.
The Japan Media Landscape by Takashi Sato (MAGNA Japan), edited by Vincent Letang and Ronalyn Tabora, is a 40-page deck-style introduction to the Japanese media industry and advertising market, last updated in July 2025. It features insights, estimates, and forecasts on the economic, demographic, and cultural environment, marketing trends, advertising market trends, media consumption trends, media costs, key media owners, key industry verticals. Japan is the second largest ad market in APAC and the fourth largest in the world. In 2024-25, advertisers spent nearly $400 per year to reach a population of 124 million, generating approx. $50 billion in media owners ad revenues. Click below to download the report in pdf and the dataset in excel format.
The South Korea Media Landscape Report by Kihwan Shim, last updated in June 2025, is a 90-page deck-style introduction to the Australia media industry and advertising market. It features insights, estimates, and forecasts on the economic, demographic, and cultural environment, marketing trends, advertising market trends, media consumption trends, key media owners, key industry verticals, across every media channel (TV, Streaming, Social Media, OOH, Print, Radio, and Cinema). Among the key findings: South Korea was the tenth largest ad market in 2024 with $15.4 billion USD in media owners advertising revenues; Advertisers spend nearly $300 per year to reach a population of 52 million; South Korea is one of very few markets outside China where local digital media properties (Naver, Kakao, Daum, Nate, etc.) remain more popular than their global competitors.
The Australia Media Landscape Report by Ros Allison, last updated in June 2025, is a 90-page deck-style introduction to the Australia media industry and advertising market. It features insights, estimates, and forecasts on the economic, demographic, and cultural environment, marketing trends, advertising market trends, media consumption trends, key media owners, key industry verticals, across every media channel (TV, Streaming, Social Media, OOH, Print, Radio, and Cinema). Among the key findings: Australia is the seventh largest ad market with net media owners ad revenues reaching $17 billion US dollars in 2024. It's one of the most intense as advertisers spent $648 per year (fifth highest in the world) to reach a population of 27 million.
The China Media Landscape Report by Cheney Li and Vivien Xing is a 110-pages deck-style report featuring insights and forecasts on Chinese economic environment, advertising market, media industry, media consumption, ad spend trends, industry verticals, and ad revenue trends across every media channel (TV, Digital Media, OOH, Print, and Radio).
The India Media Landscape Report, authored by Hema Malik and last updated in June 2025, is a 64-page deck offering a comprehensive introduction to the Indian marketplace. It provides insights, estimates, and forecasts across the economic, demographic, and cultural landscape, as well as marketing and advertising trends, media consumption patterns, and key industry verticals. The report covers all major media channels, including TV, streaming, social media, out-of-home, print, radio, and cinema, with a dedicated focus on CTV streaming. Click below to download the full report in PDF or the accompanying data file in Excel. Contact us to request a PowerPoint version.
