Media Monitor

The 2026 FIFA World Cup generated approximately $1.5 billion in U.S. paid-media advertising revenue. But the biggest story isn't just the number—it's what drove the growth.

In this episode of Media Monitor, Sean Wright takes a deep dive into Guideline's latest analysis of advertising activity surrounding the 2026 World Cup.

Comparing the tournament with the 2022 World Cup in Qatar, Sean explores how record-breaking viewership, North American scheduling, expanded tournament inventory, and changing advertiser demand contributed to historic growth.

World Cup advertising revenue surged more than 300%

Guideline's analysis estimates that U.S. paid-media advertising revenue reached approximately $1.5 billion, representing more than 300% growth compared with the 2022 tournament.

Canada also experienced substantial growth, with approximately CAD $100 million in advertising revenue—an increase of 227%.

Sean explains why these comparisons require context. Unlike the Qatar tournament, which took place in November and December, the 2026 World Cup was held during the summer, with matches scheduled across North American time zones.

That made live viewing more accessible to U.S. and Canadian audiences.

Linear TV outperformed streaming

One of the most surprising findings was the strength of traditional television.

Linear TV advertising revenue increased approximately 313%, compared with 222% growth for streaming.

Sean explores how time zones, live viewing habits, and the differences between linear and streaming distribution influenced these results.

More matches weren't the main reason revenue grew

The expanded World Cup featured approximately 50% more matches than the 2022 tournament.

But Guideline's analysis found that additional matches accounted for only around 17% of the overall advertising revenue gains.

When comparing equivalent tournament matches, revenue increased approximately 160%.

This suggests that the expanded schedule contributed to growth, but much of the additional advertising revenue came from stronger performance across comparable matches.

Which teams attracted the most advertising revenue?

Sean examines how individual teams influenced advertising performance.

Argentina and Spain ranked among the leading teams by U.S. advertising revenue per match, while the United States remained a strong performer.

Norway emerged as a particularly interesting story, moving from not qualifying in 2022 to ranking eighth in the 2026 analysis.

Sean also discusses notable changes involving Croatia, Colombia, Paraguay, and other participating teams.

Which advertising categories grew fastest?

Advertiser participation expanded across multiple categories.

Apparel and accessories recorded approximately 1,000% growth in advertising spend.

Pharmaceutical advertising increased approximately 543%, while consumer packaged goods grew approximately 460%.

Automotive advertising also grew, although its approximately 159% increase was considerably below the tournament-wide growth rate.

These differences reveal how advertiser demand varied across industries.

Why scatter-market prices surged

Advertising prices increased during the tournament, but not nearly as much as overall revenue.

Sean reports that average advertising unit rates increased approximately 75%.

Upfront advertising prices grew around 74%, while scatter-market prices increased nearly 700%, with some advertising units exceeding $1 million.

The dramatic scatter-market growth suggests that demand exceeded what advertisers and media sellers had initially anticipated.

What the World Cup tells us about sports advertising

The findings point to a broader lesson about major sporting events.

Advertising growth isn't always driven primarily by higher prices or expanded inventory.

In the case of the 2026 World Cup, Guideline's research suggests that record-breaking viewership and demand for live sports played particularly important roles.

In this episode:

• 2026 FIFA World Cup advertising revenue
• Why U.S. ad revenue exceeded $1.5 billion
• Comparing the 2026 and 2022 World Cups
• Canada's advertising growth
• Linear TV versus streaming performance
• The impact of North American time zones
• How expanded tournament inventory affected revenue
• Revenue growth across comparable matches
• Team-by-team advertising performance
• Argentina, Spain, the United States, and Norway
• Apparel and accessories advertising growth
• Pharmaceutical and CPG advertising trends
• Automotive advertising performance
• Upfront versus scatter-market pricing
• Why scatter advertising prices increased nearly 700%
• What the findings mean for sports advertisers

Media Monitor by Guideline breaks down what's happening in the media and advertising industry—and what it actually means.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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Streaming audiences are constantly moving. But where do they go—and what brings them back?

In this episode of Media Monitor, Sean Wright welcomes Justin Fromm, Head of Industry Insights at Samsung Ads, for a data-driven conversation about one of the most interesting developments in connected TV: ghost viewers.

As streaming continues to evolve, understanding how audiences move between platforms has become increasingly important for media companies, advertisers, and marketers.

Samsung Ads' research offers a closer look at those behaviors and the opportunities they create for more informed advertising strategies.

What are ghost viewers?

Ghost viewers are people who engage with a streaming app for particular content and then stop returning once their viewing interests shift.

Importantly, this doesn't necessarily mean they've canceled their subscription.

A viewer may remain subscribed to a service while spending little or no time watching it.

Justin explains how Samsung Ads uses television-level app activity data to better understand these viewing patterns, including when audiences enter and leave streaming environments.

How live sports influence streaming behavior

Live sports remain a powerful way to attract streaming audiences.

Samsung Ads examined app activity during the 2024–25 and 2025–26 NFL seasons and found that the apps studied experienced approximately 25% growth in users during the football season.

Monthly viewing time per user also increased by approximately 60%.

Following the season, the research observed a 34% decline in app users and a 63% decline in monthly viewing time per user.

Justin explains how these shifts reflect the seasonal nature of sports viewing and why understanding audience engagement beyond major events is important.

The analysis also found that viewers who were new to these apps during NFL season exhibited ghost-viewing behavior at approximately twice the rate of established users.

What original streaming content reveals

Samsung Ads also studied ten of the most-watched streaming originals from the first half of 2026.

The research found that even highly successful original programming attracted proportionally fewer new app users than NFL coverage.

It also revealed that viewers who arrived for a particular original show exhibited ghost-viewing behavior at five times the rate of viewers already using the app before the show's release.

Sean and Justin discuss what these findings reveal about content-driven viewing habits, binge releases, weekly programming, and the importance of understanding engagement over time.

Why FAST channels matter

Free ad-supported streaming television (FAST) offers a different type of viewing experience.

Rather than selecting individual programs, viewers can tune into familiar channels and enjoy continuous programming.

Justin explains how this experience can support consistent engagement, particularly for viewers looking for convenient, familiar content.

Samsung Ads' research found that FAST services and virtual multichannel TV providers performed particularly well in measures of long-term audience loyalty.

What this means for advertisers

Understanding streaming audiences requires looking beyond individual apps and isolated viewing moments.

As viewers move between platforms, advertisers need better visibility into audience behavior, reach, frequency, and duplication.

Justin shares how connected-TV insights can help brands and media buyers make more informed decisions about where and how to reach their audiences.

In this episode:

• What ghost viewers are and how Samsung Ads defines them
• How streaming behavior differs from traditional television
• The relationship between content discovery and engagement
• What NFL viewing reveals about streaming audiences
• Samsung Ads' research on sports-driven app usage
• Why viewing patterns shift after major sporting events
• How original programming influences app engagement
• Binge releases versus weekly programming
• Understanding audience retention and loyalty
• The role of FAST channels in connected TV
• Why viewers value familiar, continuous programming
• The changing role of the television in the home
• Measuring audiences across streaming platforms
• Reach, frequency, and audience duplication
• How data can inform more effective CTV advertising strategies

About the guest

Justin Fromm is Head of Industry Insights at Samsung Ads. His experience spans audience research, consumer behavior, streaming, and media strategy, with previous roles across organizations including WPP, ABC, Hulu, and LG.

Media Monitor by Guideline breaks down what's happening in the media and advertising industry—and what it actually means.

Subscribe wherever you listen to podcasts for new episodes every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

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What's changing in advertising—and what do the numbers tell us?

In his first solo episode of Media Monitor, Sean Wright takes the microphone to examine four major industry developments shaping advertising, media buying, streaming, and retail media.

With Kelly stepping away from the show, Sean introduces a new chapter for Media Monitor, with upcoming guest interviews, research-driven episodes, and regular industry headline discussions.

Amazon's $15 million Emmys bet

Amazon has reportedly secured streaming rights to the Emmy Awards for approximately $15 million annually, marking a departure from the ceremony's traditional broadcast television rotation.

But what makes an awards show worth that investment?

Sean examines Guideline's historical advertising data, which shows that Emmy telecasts generated roughly $30–40 million annually before COVID, compared with approximately $22 million in recent years.

The opportunity extends beyond advertising during the ceremony itself.

Red-carpet coverage, sponsorships, social content, and related programming can create additional revenue opportunities. Amazon could also connect the event to its wider advertising, commerce, and streaming ecosystem.

More importantly, live awards shows offer something increasingly difficult to find: millions of viewers gathering around the same content at the same time.

Advertising Week: AI, measurement, and uncertainty

Sean reviews several themes emerging from Advertising Week in New York.

Measurement and return on investment are becoming increasingly prominent in an industry event historically associated with creativity.

AI continues to dominate conversations, but advertisers and agencies remain divided over its practical applications, its effect on jobs, and the changes it could bring to the industry.

Consolidation, mergers, acquisitions, and uncertainty across agencies and media companies add another layer of complexity.

Apple's Safari changes and the open web

Apple has introduced software changes that Sean says are affecting real-time bidding and programmatic advertising on Safari, including activity involving The Trade Desk.

The full implications remain unclear.

At the time of recording, Sean estimates that only about 8% of users had adopted the relevant software update, meaning the broader effects on advertising access and spending were still emerging.

Could these changes create another significant disruption for the open advertising ecosystem?

Sean explains why the industry needs to watch adoption and the resulting impact before drawing conclusions.

Is retail media returning to its roots?

Retail media has experienced sustained growth of approximately 20–25% annually, but its business model is becoming more complicated.

Amazon and Walmart account for a substantial portion of retail media activity, while newer networks are looking for ways to expand.

One strategy has been to sell advertising inventory beyond retailers' own websites and apps.

But off-site advertising can come with much lower margins.

Sean discusses an opinion piece in The Drum examining why retail media networks may benefit from refocusing on their core advantage: helping consumers discover and purchase products within retail environments.

The margin differences are striking. On-site product advertising can reportedly achieve profitability as high as 80%, while off-site advertising may deliver only 10–20%.

Guideline's own data shows retail media product-search advertising growing approximately 18%, suggesting the original retail media model remains a meaningful source of growth.

In this episode:

• Why Amazon wants the Emmy Awards
• The economics of streaming live events
• Advertising revenue versus media rights costs
• Red-carpet sponsorship and shoulder programming
• The value of appointment viewing
• Advertising Week's biggest industry themes
• AI adoption and advertising measurement
• Apple's Safari and programmatic advertising
• Potential implications for The Trade Desk
• Retail media's 20–25% growth
• Amazon and Walmart's market concentration
• On-site versus off-site retail advertising
• Retail media margins and profitability
• Why product-search advertising remains important
• What's next for Media Monitor

Media Monitor explores the data, business decisions, and market forces shaping advertising and media.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Social media was originally supposed to connect people.

Then came feeds, algorithms, creators, advertising, endless scrolling and platforms designed to keep us consuming.

Could the next era of social media move back toward where it started?

In this episode of Media Monitor, Kelly Sweeney and Sean Wright step away from the usual spend and pricing reports to examine the changing state of social media—and what today's emerging trends might tell us about where it goes next.

The stakes for advertisers are enormous.

Sean estimates that Meta alone represents roughly 25% of global advertising spend, illustrating just how central social platforms have become to the advertising economy.

But the products themselves are changing.

Snapchat has introduced Snapchat Plans, designed to help users organize real-world events with friends. Kelly sees it as part of a broader post-pandemic desire to move beyond purely digital interaction and reconnect in person.

At the same time, some users appear increasingly fatigued by algorithmically generated feeds.

Sean discusses efforts to revive an older Twitter-style experience centered around real-time posts from real people, while MySpace's current owners are exploring what a comeback could look like with a more anti-algorithmic approach.

Even physical media is part of the conversation.

From W Magazine launching a youth-focused print publication to renewed interest in vinyl records and resistance to all-digital video games, Kelly and Sean see signs that people still value things they can physically own, share and experience together.

Then there's Reddit.

Its forum-like structure feels almost old-school compared with today's heavily algorithmic social feeds. Yet both its users and advertising business are growing. Sean points to Guideline data showing Reddit ad spend growth of roughly 52%, alongside the platform's emphasis on communities and human interaction.

Smaller platforms may matter too.

Sean highlights Spill, a social platform founded by former Twitter employees and focused on communities including people of color and LGBTQ users. Guideline's data shows approximately 140% ad spend growth on the platform.

The individual examples differ, but Kelly and Sean see a common thread:

community and connection.

Neither expects people to abandon their phones or social media entirely. Instead, the next generation of platforms may have to rethink how technology facilitates genuine communities without relying entirely on endless algorithmic consumption.

The episode also marks an important moment for Media Monitor.

Kelly announces that she will be stepping away from the podcast and passing the torch. Sean reflects on their time together and confirms that Media Monitor will continue, with interviews and other episodes planned while the team prepares for the show's next co-host.

In this episode:

• Why social media matters so much to global advertising
• Meta's enormous share of advertising spend
• The evolution from social connection to algorithmic consumption
• Snapchat Plans and real-world events
• Why users may be experiencing algorithm fatigue
• The potential return of a Twitter-style experience
• Why physical media is making a comeback
• W Youth and renewed interest in print
• Vinyl, video games and the value of ownership
• Reddit's resurgence
• Guideline's Reddit advertising data
• Why platforms are emphasizing human users
• MySpace's possible comeback
• What an anti-algorithm social network could look like
• Regulation of addictive algorithms
• The rise of smaller community-focused platforms
• Spill's advertising growth
• Why younger generations choose different platforms
• Community as the future of social media
• Kelly's Media Monitor announcement
• What's next for the podcast

Follow and subscribe to Media Monitor wherever you get your podcasts for a new episode every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

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AI is moving faster. Advertising tools are getting smarter. Brands can do more themselves than ever before.

So why aren't agencies disappearing?

Kelly Sweeney and Sean Wright are back with a Media Monitor Grab Bag, breaking down three advertising headlines that reveal where the market may be heading next.

AI isn't making agencies obsolete

The conversation starts with the growing debate around AI, automation and in-housing.

Programmatic platforms and self-service advertising tools have made buying media far more accessible. AI can process information faster, generate reports and automate work that once required significant manual effort.

But that doesn't necessarily mean brands want to do everything themselves.

Recent industry moves suggest brands still see value in agency and holding-company expertise. Kelly and Sean discuss why the growing complexity of advertising may actually reinforce the role agencies play—particularly when marketing teams would rather focus on customers, creative strategy and brand building than the daily mechanics of media execution.

AI can produce information faster.

That doesn't always mean it makes the decisions easier.

Is 12.3% U.S. ad growth realistic?

Next, Kelly and Sean turn to IAB's revised 2026 U.S. advertising spend forecast, which was raised from 9.5% growth to 12.3% year over year following a strong first half.

Sean sees reasons for caution.

Large advertising businesses posted significant growth during the first half of the year, while major sporting events and other tentpoles helped drive spending.

But underneath those headline numbers, Sean sees a different pattern.

Monthly growth has been slowing, and when major tentpole events are stripped out, the underlying advertising growth visible in Guideline's data is considerably lower.

That raises a central question:

Are forecasts giving too much weight to an exceptional first half while underestimating the economic pressure building in the second half?

Kelly and Sean discuss consumer spending, rising costs, advertising's lag behind economic changes and why the absence of another comparable tentpole later in the year could matter.

Amazon opens another route into AI advertising

Finally, they discuss Amazon's announced partnership with OpenAI, which would allow select U.S. advertisers to run ads in ChatGPT through Amazon's advertising technology.

Many implementation details remain unclear, but Sean sees the announcement as another indication of Amazon's larger advertising ambitions.

Rather than operating solely as the owner of its own media and advertising inventory, Amazon increasingly appears interested in serving as infrastructure through which advertisers can reach inventory elsewhere.

The discussion covers what that could mean for Amazon DSP, OpenAI and the emerging business model surrounding advertising inside AI products.

Plus: Sean accidentally invents his next podcast, Just Angry, Kelly explains why sometimes the smartest AI strategy is knowing when not to build something yourself, and the hosts share details about the new Media Monitor website.

In this episode:

• AI's impact on agencies and holding companies
• Why in-housing hasn't eliminated agency relationships
• Build vs. buy decisions in the AI era
• Why faster AI output can create more work
• The continued role of agency expertise
• IAB's revised 2026 U.S. ad spend forecast
• Why 12.3% growth may be difficult to sustain
• The impact of the Olympics, World Cup and other tentpoles
• What Guideline's underlying ad-spend data shows
• Consumer spending as an indicator for advertising
• Economic pressure heading into the rest of 2026
• Amazon's advertising partnership with OpenAI
• How Amazon DSP continues to expand
• What advertising inside ChatGPT could look like
• The future relationship between AI platforms and ad tech

Visit Media Monitor by Guideline for the latest episodes, research and related content.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

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A touchdown with four minutes left in a close game isn't worth the same thing as a touchdown during a blowout.

So why should advertisers buy those moments the same way?

In this episode of Media Monitor, Kelly Sweeney and Sean Wright are joined by Gina Waldhorn, SVP of Marketing and Advertising at Genius Sports, for a conversation about how real-time data, AI, and fan behavior are changing the economics of live sports advertising.

The conversation starts with the NFL.
According to Guideline's data, NFL advertising revenue reached a record $5.9 billion last season, up 7% year over year. Streaming also accounted for roughly 13% of total NFL ad revenue, another record for the league.

But Gina introduces a different way of thinking about the value of those audiences: not every game—and not every moment within a game—is equally valuable.
Genius Sports tracks live action across hundreds of venues and uses its Genius IQ technology to analyze what is happening during games in real time.

Its Moment Engine combines that understanding of the game with fan data to identify not only what is happening, but which fans are experiencing it and how advertising can respond.

A last-minute touchdown during a close game, for example, carries a very different level of intensity than another score during a blowout.

That difference matters to advertisers.
Gina discusses research conducted with MediaScience that found ads appearing immediately after high-intensity moments—particularly surprising moments—generated 2X greater unaided brand recall.

That creates an opportunity to move beyond simply buying “NFL fans” or an entire season and toward targeting the moments when attention and emotion are at their highest.

Gina explains how Genius Moments can use programmatic deal IDs to activate or deactivate advertising based on what is happening in a game, creating what she describes as a form of mindset targeting.

The conversation also looks at how deeply Genius Sports is embedded in the sports ecosystem, from official live data and sports betting feeds to international NFL advertising inventory and alternative broadcasts.

Then there is AI.
Gina explains that AI has been fundamental to Genius Sports' technology long before the current AI boom. But she also sees an interesting paradox: as AI makes more of the world predictable, the unpredictability of live sports may become even more valuable.

Sports fans know the comeback, upset, injury, game-winning shot or unbelievable play is coming.

They just don't know when.
That unpredictability creates an opportunity for technology to react in real time without eliminating the thing that makes sports compelling in the first place.
Finally, Kelly, Sean and Gina look toward the future of sports viewing.

Genius Sports research found 84% of fans use a second screen while watching a live broadcast. Fans are texting, checking fantasy teams, shopping, betting and interacting with other content while the game continues.

Could AI eventually combine those experiences into personalized broadcasts—with fantasy results, social conversations, commerce, betting and other information integrated directly into each fan's viewing experience?

That may be where sports media is heading next.

In this episode:
• NFL advertising revenue reaching $5.9B
• Streaming's growing share of NFL advertising
• Gina Waldhorn's role at Genius Sports
• How Genius Sports captures live game data
• What the Genius Moments engine does
• Connecting real-time sports events with fan behavior
• Why not every touchdown has the same advertising value
• “Mindset targeting” in sports advertising
• Why high-intensity moments can improve brand recall
• The 2X unaided brand recall finding
• Buying sports through programmatic deal IDs
• Genius Sports' relationship with the NFL
• Betting data and BetVision
• Alternative broadcasts and augmented viewing
• Why comeback stories are valuable to brands
• AI's role in live sports
• The “unpredictability premium” of sports
• Why 84% of fans use a second screen
• Fantasy, texting, shopping and betting during games
• Personalized sports broadcasts
• How Taylor Swift fandom translated into NFL spending
• What sports advertising could look like in three to five years

Guest Info:
https://www.linkedin.com/in/ginawaldhorn/

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Media Monitor spends plenty of time talking about how much advertisers spend.

This week, Kelly Sweeney and Sean Wright flip to the other side of the equation: what are advertisers actually paying?

Using Guideline’s Q2 digital ad pricing data, Sean compares CPM trends across the U.S., UK, and Canada and finds something surprising.

Historically, digital advertising prices across all three markets have been remarkably similar.

Going back to 2024, the difference between the highest and lowest markets could be as little as roughly 40 cents after currency conversion.

In 2026, that gap has started to widen.

Canada has become relatively more expensive, while pricing in the UK and U.S. has moved lower. Sean points to one major reason: streaming inventory.

As more ad-supported streaming platforms and video inventory enter the U.S. and UK markets, supply is growing faster than demand. Basic economics then starts to take over, putting downward pressure on CPMs.

Canada has less ad-supported streaming inventory available, helping video pricing maintain more of a premium.

But geography is only part of the story.

Different advertiser categories are changing what they buy.

Pharma CPMs are up almost 125% year over year, reflecting the category’s preference for longer and more expensive inventory.

Travel is up roughly 55%, driven in part by a shift from channels such as display and Instagram toward higher-priced streaming video.

At the other end, quick-service restaurants are moving toward cheaper inventory as they face pressure to reach consumers more efficiently. Household supplies show a similar pattern, with blended CPMs down roughly 21%.

Kelly and Sean also examine individual platforms.

Social pricing has remained relatively stable, with TikTok’s lower CPMs helping keep pressure on the broader social market. Programmatic pricing in Guideline’s data has also remained relatively steady, although the premium inventory represented in the dataset is important context.

The episode closes by looking ahead.

If streaming platforms continue adding inventory, how do they maintain premium pricing?

Sean expects more innovation: pause ads, interactive formats, commerce integrations, QR codes, and other experiences designed to create additional value beyond the traditional 30-second spot.

And somehow, that leads to a debate over whether Sean should buy a “dumb TV” that won’t listen to him.

In this episode:

• Q2 digital advertising pricing trends
• U.S. vs. UK vs. Canada CPMs
• Why pricing historically looked surprisingly similar across markets
• Why the markets are starting to diverge
• How streaming inventory affects CPMs
• Why U.S. and UK video pricing is declining
• Why Canadian video pricing remains stronger
• Pharma CPMs rising nearly 125%
• Travel CPMs increasing roughly 55%
• Why travel advertisers are shifting toward video
• Quick-service restaurants moving toward cheaper inventory
• Household supplies CPMs falling roughly 21%
• TikTok’s influence on social media pricing
• Programmatic CPM trends
• Supply and demand in streaming advertising
• Pause ads and interactive streaming formats
• How streamers may defend premium pricing

Media Monitor breaks down what’s happening across media and advertising and explains what the data actually means.

Follow and subscribe wherever you get your podcasts for a new episode every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

The World Cup has become a much bigger advertising business in the U.S.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright break down Guideline’s first-ever game-by-game World Cup advertising analysis and look at how the 2026 tournament changed the economics of the event.

The headline number is substantial: Guideline estimates roughly $2 billion in U.S. advertising revenue across television and streaming, compared with less than $400 million during the 2022 Qatar World Cup.

That means the advertising business grew roughly fivefold in four years.

Several factors helped drive the change.

The 2026 tournament was hosted across the U.S., Canada, and Mexico, making game times far more accessible to U.S. audiences. Soccer interest has also continued to grow in the country, supported by professional leagues, the U.S. women’s national team, entertainment, and broader cultural adoption.

Streaming played a major role.

Guideline estimates streaming impressions increased from roughly 2 billion in 2022 to 7 billion in 2026, while streaming and simulcast advertising accounted for around $500 million in this year’s tournament.

Pricing moved sharply higher as well.

Sean explains that a World Cup Final ad unit averaged just under $2 million, compared with roughly $500,000 during the 2022 Final. In 2026, that $500,000 level was closer to the average cost of appearing in a standard World Cup match.

U.S. games also attracted major advertising demand. Two U.S. knockout-round matches generated roughly $40 million each, while the Final generated an estimated $150 million across Fox and Telemundo in Guideline’s data.

Another big shift came from Spanish-language streaming.

During the 2022 World Cup, Telemundo accounted for roughly one-third of streaming ad dollars. In 2026, its share climbed to just under half, showing how strongly audiences responded to the Telemundo and Peacock viewing experience.

Kelly and Sean close by looking toward 2030.

With the next World Cup hosted across Spain, Portugal, and Morocco, the discussion turns to what broadcasters and streaming platforms may do next—from additional streaming distribution and sponsorship formats to more monetization around live matches and surrounding content.

In this episode:

• Why U.S. World Cup ad revenue reached roughly $2 billion
• How that compares with the 2022 Qatar tournament
• The impact of North American time zones
• Why U.S. soccer interest continues to grow
• Streaming impressions rising from roughly 2B to 7B
• TV versus streaming advertising revenue
• Why U.S. knockout matches attracted major ad spend
• The estimated $150M advertising value of the Final
• Why World Cup ad pricing moved sharply higher
• Final ad units approaching $2M
• Telemundo’s growing share of streaming ad dollars
• The role of Peacock in World Cup consumption
• What advertisers and rights holders may do differently in 2030
• Why live sports continues to attract growing media investment

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

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Canada’s advertising market is outperforming the global average.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright dig into Guideline’s first-half data for Canada and explain why ad spend grew 9% year over year, compared with roughly 6% globally.

Part of the story is a rebound from a weaker period. Sean notes that tariffs and pressure on the automotive sector weighed heavily on Canada’s economy and advertising market the year before. That creates an easier comparison, but the current recovery appears broader than a simple bounce.

Podcast advertising is one of the clearest bright spots.

While podcast spend is roughly flat globally in Guideline’s data, Canada is up 25%, extending an already strong prior year and reflecting continued investment in Canadian-specific shows and talent.

Social is also outperforming.

Canada’s social advertising grew 21%, compared with roughly 14% globally, with the automotive category responsible for much of the additional lift. Auto has not fully recovered overall, but social stands out as one area where the category is spending more aggressively.

Travel offers another interesting contrast.

While broader travel advertising remains under pressure in many markets, Canadian hotels and resorts are up roughly 32%, supported by more domestic travel and stronger interest in Canadian destinations.

Looking ahead, Sean expects growth to moderate but remain healthy.
Guideline’s outlook is for Canada to finish the year with growth in roughly the 7% to 8% range, as some first-half sports effects fade but the underlying mix of categories and media types remains relatively strong.

In this episode:

• Why Canada’s H1 ad market grew faster than the global average
• The impact of last year’s economic weakness on current comparisons
• Why podcast advertising is up 25% in Canada
• How Canadian social spend is outperforming global growth
• The role of automotive advertising
• Why hotels and resorts are up 32%
• The “Buy Canada / Stay Canada” effect
• Domestic travel and tourism demand
• What social media restrictions could mean for ad spend
• Why Australia’s under-16 social restrictions have not slowed social advertising
• Guideline’s outlook for Canada in the second half
• Why the fundamentals look healthier than a simple rebound

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

WWE is attracting new sponsors. AI agents are becoming part of the shopping journey. Retail media forecasts are getting bigger. And brands are testing advertising in places consumers may not expect.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright go straight into the headlines and break down what these shifts could mean for advertisers, agencies, publishers, and brand teams.

The conversation starts with WWE.

According to the coverage discussed in the episode, WWE generated roughly $160 million in brand sponsorships, with a large share coming from new brands. Kelly and Sean look at how the move of Raw to Netflix may be opening new sponsorship opportunities and changing where brands can show up inside sports and entertainment programming.

From there, Sean brings up BMW’s use of an in-car branded experience tied to Spider-Man. That leads to a broader question: just because a new surface can carry an ad, does that mean it should?

The episode then turns to what Kelly describes as the agentic shelf.
For decades, brands competed for physical shelf space. Then came the digital shelf through marketplaces such as Amazon and Walmart.

Now there is another layer.

As consumers increasingly rely on AI systems and agents to answer product questions or make recommendations, brands need to think about how they appear inside those responses.

Kelly discusses AEO—Answer Engine Optimization—and GEO—Generative Engine Optimization as new areas marketers may need to account for alongside physical retail and traditional digital commerce.

Sean raises a related concern: if AI discovery requires increasingly sophisticated optimization, could smaller brands have a harder time competing with companies that have larger teams and budgets?

The conversation continues into retail media, where Sean questions a forecast suggesting the global market could reach $200 billion.

His concern isn’t that retail media is small—it clearly matters. The issue is definition.

If dollars flowing through a company such as Amazon include DSP activity, Prime Video, commerce media, and other advertising products, grouping all of that under “retail media” can make it harder for marketers to understand what the market actually looks like.

Finally, Kelly and Sean discuss Omnicom’s reported move to transfer hundreds of employees who helped build its AI platform to an outside contractor.

That story brings the episode back to one of Media Monitor’s recurring AI themes: companies may be using AI to make people faster and more productive, but that does not necessarily mean the technology can replace the work those people do.

In this episode:

• WWE’s sponsorship growth
• How Raw’s move to Netflix may be changing sponsorship opportunities
• New ways brands can appear inside sports and entertainment
• BMW’s in-car advertising experiment
• Why more ad inventory is not always better
• What the “agentic shelf” means for brands
• Physical shelf vs. digital shelf vs. agentic shelf
• Answer Engine Optimization (AEO)
• Generative Engine Optimization (GEO)
• How AI agents may change product discovery
• What smaller brands could face in an AI-driven commerce environment
• Bot traffic and the changing internet
• Why retail media forecasts require closer inspection
• The difference between retail media, DSP spend, and streaming advertising
• Omnicom’s AI staffing changes
• Why AI may be a work partner rather than a replacement

Resources mentioned in the episode:

https://www.mmm-online.com/news/warc-report-predicts-retail-ad-market-to-hit-200bn-in-2026/

https://www.motor1.com/news/805679/bmw-owners-upset-over-surprise/

https://www.mediapost.com/publications/article/417367/well-fight-for-your-brand-wwe-records-160m-in-b.html

https://www.forbes.com/councils/forbesbusinesscouncil/2026/08/18/how-brands-can-optimize-for-the-agentic-shelf-and-why-it-matters/

https://www.adweek.com/agencies/exclusive-omnicom-offloads-hundreds-of-staffers-who-built-its-ai-platform-to-third-party-contractor/

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

The NBA had a very strong advertising year.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright break down Guideline’s latest NBA advertising report and explain how the league grew ad revenue from roughly $1.5 billion to $2.1 billion in a single season.

A big part of the story starts with distribution.

After Warner Bros. stepped back from its previous role, the NBA expanded across NBC, Peacock, Amazon, ABC, ESPN, Hulu, and other platforms. That created more places for audiences to watch and more inventory for advertisers to buy.

The result was a major increase in streaming revenue.

Sean explains that streaming ad revenue climbed from roughly $10 million to $874 million, driven by a combination of simulcasts, exclusive games, and broader digital access.

Pricing also moved higher. Regular-season unit rates increased substantially, meaning the league would have generated more revenue even if the number of ads sold had stayed flat.

But more changed than pricing.

The NBA also reached an estimated 170 million people during the season, its highest reach in roughly 25 years. That broader audience helped create stronger demand across the regular season, playoffs, and Finals.

Kelly and Sean also unpack why Finals comparisons require care.

A seven-game series naturally creates more advertising inventory than a five-game series. Looking only at total Finals revenue can make performance appear flat. Comparing the first five games of each series tells a very different story and shows much stronger year-over-year growth.

The episode closes with another encouraging signal: advertiser participation was more diversified across product categories, meaning the NBA’s growth was not dependent on just one or two areas of the market.

In this episode:

• Why NBA ad revenue rose from roughly $1.5B to $2.1B
• How streaming changed the league’s advertising economics
• The effect of NBC, Peacock, Amazon, ABC, ESPN, and Hulu distribution
• Why regular-season unit rates increased
• How the NBA reached roughly 170 million people
• Why streaming revenue jumped so sharply
• How exclusive streaming games contributed to growth
• Why the NBA now compares differently with the NFL on streaming revenue
• How playoff demand performed
• Why Finals revenue needs to be adjusted for series length
• The difference between total Finals revenue and game-for-game comparisons
• Why broader advertiser participation matters
• What the next NBA season will have to do to match this year’s performance

Media Monitor breaks down what’s happening across media and advertising and explains what the data actually means.

Follow and subscribe wherever you get your podcasts. New episodes every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Advertising spend can be growing while the market underneath it is becoming more fragile.

In this episode of Media Monitor, Kelly Sweeney gives Sean Wright a new goal: create an index important enough to have his name attached to it.

Sean may already have a starting point.

Inspired by a discussion of market concentration and monopoly measurement, Sean applies similar mathematical thinking to Guideline’s advertising data to ask a different question:

How much of advertising growth is being driven by only a small number of categories?

Guideline tracks 89 advertising subcategories. Rather than looking only at the headline growth rate for the market, Sean examines how widely that growth is distributed.

If many categories are contributing, the market appears more balanced.

If one or two categories account for a disproportionate share of incremental spending, the headline number may hide more risk than it reveals.

Sean explains that early analysis suggests the concentration of advertising growth may be strongly associated with what happens in the market roughly 11 to 12 months later.

That creates potential applications for agencies, publishers, advertisers, and anyone trying to assess the health of advertising demand.

The current picture provides an interesting example: advertising growth is concentrated among relatively few categories, while spending declines are spread across a broader group.

For Sean, that combination suggests more risk beneath the headline growth number than the topline figure alone would indicate.

Kelly and Sean discuss how a concentration index could help agencies think about negotiations, publishers assess revenue exposure, and industry leaders get a faster read on market conditions without having to interpret dozens of category trends individually.

The conversation also introduces the idea of publishing the new indicator as a recurring Guideline market measure—with the final name still very much up for debate.

And, naturally, Jimothy the raccoon makes another appearance.

In this episode:

• How market concentration can reveal risk that topline ad growth misses
• The economic index that inspired Sean’s advertising analysis
• Why growth concentrated in a few categories can make the market less stable
• Why diversified advertising growth can indicate healthier conditions
• What concentrated gains and broad-based declines may signal today
• How the model could help agencies, publishers, and advertisers
• Using advertising category data for strategic decision-making
• Why a single index could simplify dozens of category trends
• The potential predictive relationship between concentration and future ad spend
• How publishers can assess dependence on a limited set of advertisers
• Why diversification matters for advertising revenue
• The early plans for a recurring Guideline advertising concentration index
• The debate over what the index should actually be called

Media Monitor breaks down what’s happening across media and advertising and explains what the data actually means.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

AI agents may automate more of media buying, but WPP’s Devon DeBlasio believes people still need to remain at the helm.

In this installment of Media Monitor: Conversations at Cannes, Guideline Chief Product Officer Steve Silvers sits down with Devon DeBlasio of WPP to discuss how agentic systems could change advertising—from buying media and building audiences to influencing how brands appear inside AI-generated recommendations.

WPP has committed to helping develop standards for agentic buying, working with organizations including IAB Tech Lab and Prebid. Devon explains why common protocols and guardrails matter as buyer agents, seller agents, and MCP-enabled systems begin interacting across the advertising ecosystem.

A central question runs through the discussion:
Which decisions should an AI agent be allowed to make, and which should still require human approval?
Devon describes WPP’s “human at the helm” approach, particularly when actual media dollars are being committed. AI can identify signals, generate potential audiences, surface insights, and automate parts of a workflow, while experienced people remain responsible for decisions with financial consequences.

The conversation then turns to audience strategy. With large pools of historical performance data and increasingly capable models, agencies may be able to create more tailored growth audiences instead of relying as heavily on standardized audience segments.

Steve and Devon also look at a newer question for marketers: What happens when the entity you need to influence is an AI agent?

Consumers are increasingly asking systems such as ChatGPT, Gemini, and Claude for product recommendations. That creates a new brand challenge around how a company appears inside AI-generated responses, which signals shape those recommendations, and how marketers might influence brand perception in an agentic environment.

The discussion closes with data literacy. Natural-language interfaces may make sophisticated analytics accessible to more marketers, but easier access to data does not remove the need for consistent measurement, shared definitions, sound governance, and human judgment.

In this episode:

• What agentic media buying means for advertisers
• Why WPP is helping develop standards for agentic buying
• WPP’s “human at the helm” philosophy
• Where AI automation ends and human approval begins
• Why WPP is beginning its agentic buying work with CTV
• How buyer and seller agents could interact
• How AI could create more tailored growth audiences
• The role of historical performance data
• Moving beyond standardized audience segments
• What “influencing algorithms” could mean for marketers
• How brands appear inside ChatGPT, Gemini, Claude, and other LLMs
• The emerging relationship between AI discovery and brand perception
• AI agents as a new layer between brands and consumers
• How natural-language interfaces change data analysis
• Why common definitions and standards still matter
• Why human judgment remains part of automated media buying

Media Monitor: Conversations at Cannes is a special summer series featuring conversations with leaders across media, advertising, data, and technology.

Also subscribe to the regular Media Monitor podcast, released Wednesdays, for analysis of the data and trends shaping the media market.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Advertising has more data, targeting, platforms and measurement than ever. Yet one question keeps surfacing: Are those capabilities actually helping marketers build stronger businesses?

In this installment of Media Monitor: Conversations at Cannes, Guideline Chief Product Officer Steve Silvers sits down with Justin Lebbon for a candid discussion about where media investment is flowing—and what those shifts could mean for advertisers, publishers and the wider media ecosystem.

The conversation begins with the growing concentration of media spend among a small number of global platforms.

Justin argues that this concentration has consequences beyond advertising efficiency. As more money moves away from local publishers, less funding remains for journalism, locally produced entertainment and the businesses supporting content production. Canada, New Zealand and other markets provide examples of what can happen when large portions of digital advertising revenue leave the local media economy.

That leads Steve and Justin into a broader conversation about social platforms.
Social media remains valuable for communication, discovery and community, yet concerns around transparency, content quality, younger users and advertiser accountability continue to grow. They discuss emerging regulation, restrictions on social media access for children, and a question advertisers may increasingly face:
Do you actually know what your media investment is accomplishing—and where your advertising is appearing?

From there, the conversation turns toward effectiveness.

Years of increasingly granular attribution and performance measurement have encouraged marketers to optimize around clicks, CPMs, conversions and other immediately measurable outcomes. Justin argues that this can create a short-term feedback loop in which marketers optimize what is easiest to measure rather than what creates future demand.

Advertising, in his view, should help businesses and categories grow.
The economic environment adds another dimension. Higher capital costs and greater pressure on profitability mean marketing investments face closer examination from finance teams. If marketers cannot demonstrate how advertising contributes to business growth, the risk is bigger than a reduced media budget: leadership may begin questioning the investment itself.

Steve and Justin close by discussing a possible shift back toward fundamentals—better marketing education, stronger measurement, quality media, demand generation and creative work that connects with people.

The tools have changed. The fundamental business question has not:

What is the advertising supposed to accomplish?

In this episode:

• Why media spend is increasingly concentrated among major platforms
• What that concentration means for local publishers
• The economic role of local media
• Why locally produced journalism and entertainment need sustainable funding
• Transparency across digital and social advertising
• Growing scrutiny of social platforms
• Social media and younger audiences
• Why advertisers should test the incremental impact of platforms
• The limitations of bottom-of-funnel measurement
• How cheap CPMs can distort media decisions
• Brand building versus performance marketing
• Why attribution can create false confidence
• The economic pressures changing marketing decisions
• AI-generated content and declining content quality
• Why advertising effectiveness matters beyond individual platforms
• The role of marketing education
• Why demand creation is returning to the conversation
• The relationship between media quality, creative quality and business growth

Media Monitor: Conversations at Cannes is a special summer series featuring conversations with leaders across media and advertising.

Also subscribe to the regular Media Monitor podcast, released Wednesdays, for data-driven discussions about where the media market is heading.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

YouTube, AI search, data centers, and women’s sports may look like separate stories. Together, they reveal how quickly media distribution and advertising access are changing.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright begin with NBCUniversal’s decision to bring more Peacock programming into YouTube Premium.

The partnership gives Peacock access to YouTube’s large global subscriber base while helping YouTube strengthen its premium content offering. Kelly and Sean discuss what the deal may mean for streaming bundles, subscriber growth, and the increasingly blurred line between traditional television and user-generated video.

The conversation then moves to the open web.

Digital publishers are reporting weaker referral traffic as AI-generated search summaries answer more questions without sending users to the original source. Sean compares those reports with Guideline’s UK advertising data and considers why major publishers with strong brands and original reporting may be holding up better than smaller sites built around search traffic.

They also discuss what could be lost if niche websites can no longer support themselves through advertising.

Next, Kelly and Sean turn to Meta’s Hyperion data center in Louisiana, a project reportedly valued at roughly $50 billion. They discuss how technology companies are financing large AI infrastructure projects, why those investments can be difficult to track, and how rising capital expenditures are influencing investor reactions.

The episode closes with a different kind of inventory problem: brands want to advertise around women’s sports, but there may not be enough programming available.

Live games are gaining attention, yet the surrounding content—documentaries, studio shows, interviews, and other lower-cost inventory—has not grown at the same pace. That creates an opening for publishers and media companies able to build quality programming around women’s leagues and athletes.

In this episode:

• What the Peacock and YouTube Premium partnership could mean for streaming
• Why premium platforms are leaning on bundles and distribution partnerships
• The difference between YouTube Premium and YouTube TV
• How AI search summaries are reducing publisher referral traffic
• Why branded publishers may be more resilient than smaller search-driven sites
• What declining traffic could mean for niche websites and the open web
• Meta’s Hyperion data center in Louisiana
• How large AI infrastructure projects are being financed
• Why AI spending is drawing closer investor attention
• Growing advertiser demand around women’s sports
• Why the shortage is bigger than live-game inventory
• The opportunity in documentaries, shoulder programming, and studio coverage

Media Monitor breaks down what is happening across media and advertising and explains what it means for brands, agencies, publishers, and technology companies.

Follow and subscribe wherever you get your podcasts. New episodes every Wednesday.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

AI may be reshaping media planning and buying, but not every business problem requires an AI solution.

In this episode of Media Monitor: Conversations at Cannes, Guideline Chief Product Officer Steve Silvers speaks with Drew Kane, Chief Product Officer for Prisma at Mediaocean, about media workflow automation, agentic buying, and why trusted systems of record become even more valuable as machines make more decisions.

The conversation begins with Prisma’s role as a financial, contractual, and workflow system supporting the media industry from planning through payment. Drew explains how Mediaocean’s wider portfolio—including Prisma, Innovid, and Protected Media—helps agencies and advertisers manage creative workflows, buying, verification, and financial accountability.

Steve and Drew then discuss the new integration between Guideline’s MediaTools and Prisma.

While information has moved between the two platforms for years, the new API integration reduces manual work and helps keep planning and execution data synchronised. Objectives and budgets can flow more directly from MediaTools into Prisma, with actualised results moving back through the workflow.

The result is less friction, fewer manual errors, and more time for teams to focus on business outcomes.

Their discussion then turns to AI.

At Cannes, many companies are trying to apply AI to nearly every workflow. Drew argues for a more disciplined approach: begin with the business outcome, then choose the appropriate technology. Sometimes that means an AI agent. Sometimes it means an MCP-enabled workflow. And sometimes a deterministic API is still the better answer.

Steve and Drew also examine the emerging world of buyer and seller agents, where systems could identify inventory, exchange campaign requirements, and accelerate media transactions. But as the number and speed of automated decisions increase, so does the need for governance.

Someone still has to track what was approved, where the money went, what changed, and whether the advertiser received the expected value.

That is where systems of record become essential.

In this conversation:

• What Prisma does across the media planning-to-payment workflow
• The partnership between Guideline and Prisma
• How the MediaTools and Prisma API integration reduces manual work
• Why business outcomes should determine the technology used
• Why not every form of automation needs AI
• The difference between APIs, MCP connections, and AI agents
• How buying and selling agents could change media transactions
• Why agent orchestration may matter more than individual agents
• The continued role of human approval in automated workflows
• Why auditability becomes more important as AI scales decision-making
• How systems of record track media spend, approvals, and outcomes
• The convergence of linear television, digital video, and broader video investment
• Why media efficiency must ultimately translate into effectiveness

Media Monitor: Conversations at Cannes is a special series featuring leaders across advertising, media, measurement, and technology discussing the ideas shaping the future of the industry.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Jonathan Anastas, Chief Marketing Officer, at Rumble, joins Media Monitor: Conversations at Cannes to discuss why AI won't replace human creativity—but instead make it even more valuable.

Following Rumble's acquisition of Northern Data and the launch of Quake AI, Jonathan explains how creators can use AI to build businesses, why video is becoming the next frontier for AI training, and why human ideas remain the competitive advantage in an AI-powered world.

Media Monitor: Conversations at Cannes brings together leaders from across media, advertising, technology and AI to discuss where the industry is heading.

In this episode, Steve Silvers, Chief Product Officer at Guideline, sits down with Jonathan Anastas, Chief Marketing Officer at Rumble, to discuss one of the biggest questions facing the industry:
Will AI replace human creativity—or make it more valuable than ever?

The conversation follows Rumble's acquisition of Northern Data and the launch of Quake AI, exploring how the company sees AI becoming a platform that helps creators build businesses rather than replacing the people behind them.

Jonathan explains why the future belongs to creators who combine original thinking with AI-powered execution, why video is becoming the next major training asset for AI models, and why authentic human ideas remain the ingredient AI cannot generate on its own.

They also discuss:
• Why Rumble acquired Northern Data and launched Quake AI
• The vision of creators becoming AI-powered businesses
• Why human creativity becomes more valuable as AI advances
• AI as an accelerator—not a replacement—for creative work
• Why video is becoming the next major AI training resource
• The decline of text as the primary source for training large language models
• AI-generated content versus human-led storytelling
• What marketers can learn from previous technology disruptions
• Why businesses that ignore AI risk falling behind
• The importance of authentic human connection in an AI-first world
• Why face-to-face relationships become even more valuable as automation increases

Whether you're a marketer, publisher, creator, media executive or technology leader, this conversation offers a thoughtful perspective on how AI is reshaping creativity, advertising and digital business.

Media Monitor: Conversations at Cannes features conversations with industry leaders recorded during Cannes Lions, exploring the ideas shaping the future of media and advertising.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

When should advertisers lock in Q4 media—and where could waiting actually pay off?

In Episode 28 of Media Monitor, Kelly Sweeney and Sean Wright use Guideline’s forward-booking, ad spend, and pricing data to look ahead at the Q4 advertising market and assess where demand is building, where prices are rising, and where buyers may still have room to wait.

Sean frames the discussion as a media version of buy, sell, or hold.

Retail media is one area where the data points toward buying earlier. After six consecutive quarters of price growth, demand remains strong heading toward the holiday period, when retailers face some of their heaviest advertising activity of the year.

Programmatic CTV is showing similar pressure, with demand and pricing moving higher. Direct-buy CTV, however, tells a somewhat different story, with flatter conditions and some indications that buyers could find opportunities later.

Traditional television presents another contrast. Scatter pricing is declining, spend is softening heading into Q4, and—with the exception of major properties such as the NFL—advertisers may have more flexibility around when they commit.

Then there’s social. Spend continues to grow while pricing has been declining, creating a different buying dynamic in a channel where inventory is far less constrained.

Kelly and Sean also discuss digital out-of-home, the potential effect of U.S. midterm election spending on local media and CTV inventory, and what these shifts could mean for planners building Q4 media strategies now.

Before getting into the data, they cover several media and technology headlines, including OpenAI’s agreement with Yelp, the decline in referral traffic as AI increasingly answers searches directly, machine-readable web content, Google’s regulatory pressure in Europe—and Jimothy, the unusually round raccoon that somehow made its way into the conversation.

In this episode:

• What Guideline’s forward-booking data indicates about Q4 advertising
• Why retail media may become more expensive as the holidays approach
• Rising demand and pricing for programmatic CTV
• Why direct-buy CTV is showing a different pattern
• Falling TV scatter pricing and what it could mean for buyers
• How U.S. midterm election spending could affect local advertising inventory
• Why social ad spend can rise while pricing falls
• Continued momentum in out-of-home advertising
• OpenAI’s agreement with Yelp and the changing economics of web traffic
• How AI-generated search answers are affecting publisher referral traffic
• Google, European regulation, and the growing pressure on big tech
• What the rise of bot traffic could mean for the future of the open web

Media Monitor breaks down what’s happening across media and advertising and explains what the data may mean for brands, agencies, publishers, and the wider industry.

Form to be filled:

https://forms.cloud.microsoft/pages/responsepage.aspx?id=lw2afVEDz0GH7zXijD1lOQJDmVFO33JHi7Vy8ZqFLdxUOFo0QVZYNjlTSTgwSlUxMDVUV1VRQUkwNS4u&route=shorturl

Referenced articles:
https://www.nbcnews.com/tech/tech-news/bot-web-traffic-overtaken-human-web-traffic-data-shows-rcna348522

https://www.mediapost.com/publications/article/416762/openai-licenses-content-from-yelp-seems-to-be-bui.html

https://www.nytimes.com/2026/07/21/style/jimothy-raccoon-seattle-videos.html

https://www.reuters.com/world/google-hit-with-1-billion-eu-fine-first-under-landmark-rules-2026-07-23/

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

AI is giving marketers faster access to data and insights. But having more data doesn’t automatically lead to better decisions.

In this episode of Media Monitor's Conversations at Cannes, Guideline Chief Product Officer Steve Silvers sits down with Preeti Croke of Analytic Partners to discuss how AI is changing marketing measurement, why ROI requires more context than a single number, and what happens when marketing, finance, and analytics aren’t working from the same definition of success.

Preeti shares how Analytic Partners is using AI through tools such as Ask Genome to make insights more accessible and decisioning AI to support scenario planning in an increasingly uncertain market.

The conversation then turns to a bigger measurement challenge: despite the amount of data available to marketers, marketing investment can still be perceived as less data-driven than other business decisions.

The issue may not be a lack of data. It may be a lack of shared language.

Steve and Preeti discuss why CMOs, CFOs, finance teams, and analytics leaders need to agree on the business outcomes they are trying to influence before deciding which metrics matter. They also discuss why measurement should account for far more than advertising alone, from competitive conditions and pricing to broader economic and market forces.

In this conversation:

• How Analytic Partners is applying AI to marketing intelligence
• What Ask Genome brings to ROI benchmarking and decision-making
• Why scenario planning is becoming more useful in uncertain markets
• The disconnect between having data and making data-driven marketing decisions
• Why marketing and finance need a shared definition of success
• Moving beyond KPIs that don’t connect to business outcomes
• Why Analytic Partners uses “commercial analytics” rather than simply marketing mix modelling
• How non-marketing factors can influence business performance
• Why finance should be part of the measurement conversation from the beginning

Media Monitor: Conversations at Cannes is a special summer series featuring conversations with media and advertising leaders about the ideas shaping the future of the industry.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

The first half of 2026 delivered the Olympics, a resurgent NBA Finals, the FIFA World Cup, and continued growth across streaming and digital media. Yet advertising spend grew just 4% year over year—well below the roughly 10% growth Guideline has historically seen in comparable event-heavy years.

In this episode of Media Monitor, Kelly Sweeney and Sean Wright break down what Guideline’s data says about the first half of 2026, where advertising dollars are moving, which categories are gaining or cutting spend, and why major tentpole events haven’t been enough to produce a stronger market.

They examine continued weakness among automakers, growth from AI and SaaS advertisers, social media’s strong first half, CTV’s continued gains, the shift of World Cup dollars from linear television toward streaming, and the surprising resilience of out-of-home advertising.

Sean also looks ahead to the second half of 2026, including the effects of softer consumer spending, inflationary pressure, political advertising, and the early testing of AI search as a new advertising channel.

Plus: why advertisers may be able to use AI to move faster, while consumer behavior still moves at the “speed of human.”

What You’ll Hear

• Why U.S. advertising grew only about 4% in the first half of 2026
• How major tentpole events contributed roughly 1.2–1.3 percentage points of market growth
• Why automaker advertising remains under pressure
• How AI and SaaS companies are supporting software ad growth
• Why social advertising grew roughly 14%
• What’s driving CTV and streaming growth
• How World Cup ad spending has shifted dramatically from linear TV toward streaming
• Why out-of-home continues to gain despite weakness across other traditional formats
• How consumer spending pressure could affect advertising in the second half
• Why AI-search advertising still appears to be in a test-and-learn phase
• Why faster advertising technology cannot make consumers make decisions faster

Chapters:

00:00 Welcome and Banter

00:20 Lighting Nerd Out

01:51 Film Lighting Origins

03:40 Family Pool Drama

04:15 Elle TV Recommendation

05:49 First Half Ad Market

08:27 Upfronts Quiet Signal

09:27 Category Winners Losers

12:08 Media Mix Shifts

15:02 Out of Home Surge

17:02 Second Half Outlook

19:36 AI Search Ad Tests

22:28 Speed of Human Wrap

23:35 Closing and Subscribe

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

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