The global advertising industry is set to surpass $1 trillion in revenue this year, with a projected growth of 7.7% in 2025, reaching $1.1 trillion. This growth is primarily driven by digital platforms, including retail media, while TV ad revenue is expected to grow by nearly 2% to $169.1 billion. Sports and live events continue to be key drivers for media companies, with commercials during live sports generating 24% more engagement than other programming. The Summer Olympics in Paris generated a record $1.2 billion in ad revenue for NBCUniversal, with an audience of over 30 million. Fox Corp. sold out Super Bowl ads for February 2025 at $7 million each, following a 2024 viewership of 123.7 million. Disney sold out ads for its Christmas Day NBA games two weeks before airing, with ad revenue for the full NBA season pacing up significantly. Women’s sports, particularly the WNBA, saw a record audience in 2024, with ad engagement 16% higher than the previous year. Despite the shift towards streaming, linear TV still generates six times more ad impressions than streaming, highlighting its continued importance in the advertising landscape.
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