50% of Gen Zers make purchases based on social media ads, compared to 41% of overall consumers, according to a recent YouGov study. They are one of the leaders in time spent with social media, with 28% spending at least 5 hours on social platforms on average during the week, closely behind Baby Boomers (29%). But, Gen Z does lead time spent on weekends, with 31% committing over 5 hours.
During the 2024 WNBA season, 450 brands spent a total of $76 million on team sponsorships, for a total of 531 deals and an average of 44 deals for each of the 13 teams in the league, according to a report from SponsorUnited. The average number of deals per team was up 52% when compared to the 2022 season.
According to The Atlantic, 39% of U.S. adults under 30 regularly get news from TikTok, despite fewer than 1% of accounts followed by Americans being traditional media outlets. Influencers and creators are filling that gap, packaging headlines into short, punchy, social media-friendly clips aimed at young people with little-to-no news watching experience.
Adults over the age of 50 represent nearly a third of US gamers and are becoming more visible in the gaming community, per recent data from the Entertainment Software Association (ESA). According to the ESA, nearly half of Americans in their 60s and 70s play some form of PC, mobile or console video game every week, as do 36% of people in their 80s.
The Summer I Turned Pretty Season 3 debuted to 25 million global viewers in its first week, up 40% from Season 2’s launch, making it Amazon’s most-watched show among women ages 18–34 according to Variety. Prime Video says the show has tripled its viewership since Season 1, and now ranks as the streamer’s fifth most-watched property overall.
Meta recently shared that its X competitor Threads now has 400 million monthly active users (MAUs), up from 350 million MAUs in April, per Fast Company.
Sources: eMarketer, YouGov, SponsorUnited, The Atlantic, ESA, Variety, Fast Company, Marketing Brew
TreSemmé - TreSemmé says ‘Get TF Out of Bed’ for party tour, social media series
The Unilever hair care brand teamed with Eventbrite to sponsor events in five cities and spotlight its A-List Collection Dry Texturizing Spray.
E.l.f. - E.l.f. argues against overpriced cosmetics with legal-themed campaign
“E.l.f.ino & schmarnes” features comedian Matt Rife and drag star Heidi N Closet as a legal duo rallying for accessible, high-quality beauty products.
Streaming Enters Its “Profitability Era” - What Comes Next?
The US Digital Media Update is a short report on quarterly advertising market trends across the big three digital media owners of Google, Meta and Amazon. Key findings from the 2Q25 update include: Global advertising sales from the big three digital media owners of Google, Meta and Amazon grew a reported +15% to $134bn in the second quarter. In fact, growth was higher than it was in the first quarter when sales rose +12%. US advertising sales grew at a similar pace, +14%, to $63bn, and again were slightly stronger than they were in the 1Q (+13%).
Global Ad Market | Cultural Capital: What Black Culture Means for Modern Brands
MAGNA Media Trials, in partnership with The Shade Room, released Cultural Capital: What Black Culture Means for Modern Brands, a global study that examines how Black culture shapes consumer behavior and outlines what brands need to know to build meaningful connections with todays audiences. Fielded among adults 18+ who regularly use social media in the U.S., U.K., and Nigeria, the study reveals the outsized role of Black cultural influence, particularly among Gen Z and Millennials. Black culture is seen globally as bold (89%), expressive (89%), proud (89%), creative (89%), and authentic (87%) traits that fuel its cultural power and relevance.
US Ad Market | The ROI Of Relevance: How Ad Personalization Offers a Key to Combatting Rising Prices
Price is important, but relevance wins loyalty. MAGNA and Zetas new study, The ROI of Relevance, reveals that smart, data-driven ad personalization can make shoppers more likely to choose your brand, and in some cases, willing to pay more for it. But ad personalization must be done right: relevant and rooted in real consumer needs. In todays price-sensitive market, personalization isnt just a marketing tactic, its a competitive advantage.
Media Trials | Canada Ad Market: TV Viewing, Deconstructed
In a fragmented TV ecosystem, attention is no longer guaranteed but earned. That is why MAGNA Media Trials partnered with Roku to explore how viewer attention varies across traditional TV, paid streaming, and free streaming platforms in Canada. The study used a multi-method approach, combining the TVision computer vision-based attention data, ACR content detection, and surveys to identify peaks in visual ad attention across TV viewing models and uncover the reasons behind when and why viewers engage with different types of TV. Checkout the full report to learn more!
Media Trials | Global Ad Market: The Power of Video Everywhere
MAGNA Media Trials and GSTV, a leading, national on-the-go video network, have released The Power of Video Everywhere, a new research study that highlights how reaching consumers off the couch and outside the home can significantly influence purchase behavior. By connecting with people at moments of active decision-making, advertisers can drive real action, particularly for brands in verticals like dining and retail seeking to attract customers to their physical locations.
MAGNA Media Trials and DIRECTV Advertising uncover how advertisers can break through when viewers press pause. In their latest study, The Pause: Reaching TV Viewers During Cant-Miss Moments, they reveal that viewers welcome pause ads, with 81% saying they pause to avoid missing what theyre watching, not to tune out. As viewing habits shift, pause moments are proving to be a high-impact opportunity for brands to reach tuned in audiences.
Global Ad Market | Global Inflation Report Summer 2025
The summer update of the MAGNA Inflation Report, by Michael Huberman and Vincent Letang, looks at media costs trends globally. The report and its Data Companion excel file provide estimates and forecasts for net CPM inflation over the period 2024-2027, across 10+ media types (Free TV, Pay TV, Streaming, Newspapers, Magazines, Radio, Static OOH, Digital OOH, Static Banners, Social Video, Search) in 50 markets. Among the key findings of this update: (1) Free Linear TV CPMs are expected to grow by approx. +7% in 2025 as a global average, driven by the continuing decline of supply, with significant variations across regions: North America +3%, APAC +5%, EMEA +12%. (2) Other media types typically show mid-single digit inflation Social Video CPC and Search CPC both +6% and OOH +5%. (3) Other media types show less of an inflationary trend this year: Streaming +1% (+4% outside the US, -4% in the US), Radio +2%, Print +3%, and Static Banners +2%.
