Capturing attention — the first job of advertising — has never been so difficult.
\n\nWith consumers distracted by alerts, texts, posts, emails and likes — not to mention the constant churn of daily life — it’s little wonder that more advertisers are breaking tradition and experimenting at a dizzying pace. In just the past few months, Netflix granted a marketing partner permission to put its well-known ad character into one of its series in a cameo, and Zoom tapped a prominent news influencer to help examine what the company calls “solopreneurs” in a sponsored video series.
\n\nNo one is giving up on good ol’ TV ads. But never before have advertisers seemed so willing to embrace something else.
\n\nRecent financials tell the tale. In the industry’s most recent upfront market, when U.S. media companies tried to sell the bulk of their commercial inventory, ad spending on broadcast TV dropped by approximately 5.3% compared to 2025, according to an analysis by Media Dynamics, a consulting firm that tracks such outlays. Spending on cable TV fell even more, with marketers cutting outlays by 7.7%. Meanwhile, the volume of ad commitments put toward streaming rose a whopping 30%.
\n\nWith new types of advertising…
Original source: https://variety.com/v/tv/