AdGrowthWeekly | Issue No. 56

The advertising market is becoming increasingly dependent on platforms measuring their own performance, raising new questions around how results can be compared across channels. A recent MediaPost analysis notes that Alphabet, Meta, Amazon, Microsoft and TikTok now account for roughly 65% of U.S. advertising spending, with much of that activity transacted using metrics reported by the platforms themselves. TV remains more anchored to independent measurement, with Nielsen still serving as currency across the majority of national TV campaigns, while digital, social, streaming and commerce environments often operate with different methodologies and data sets. The divide is becoming more relevant as those platforms expand further into CTV and premium video, bringing traditionally separate measurement systems closer together. With U.S. advertising spending approaching $500 billion, the emerging challenge is less about independent measurement disappearing altogether and more about reconciling platform data, independent sources, and outcome measurement so performance can be compared more consistently across an increasingly fragmented media mix.

NFL advertising was already in a different tier from regular primetime, and the gap grew again last season. EDO’s fourth annual NFL TV Outcomes Report found that the average 2025 to 26 regular season NFL ad delivered the same consumer engagement impact as 73 primetime broadcast and cable ads, up 15% from the previous season. Super Bowl advertising pushed that difference even further, with the average spot generating the impact of 1,455 primetime ads and driving 226% more engagement than the primetime benchmark. Pharma stood out among major categories, with NFL ads producing 95% more engagement than the category’s primetime spots, while Nemluvio finished 1,683% above the average NFL advertiser. Beyond traditional commercials, EDO measured 1,443 sponsorship units across 139 brands and 79 games, with halftime studio integrations generating 198% more engagement than the average NFL sponsorship, showing just how differently audiences respond depending on where and how a brand appears during a game.

Telemundo is adding another major European soccer property to its schedule, securing exclusive U.S. Spanish-language rights to Serie A, Coppa Italia and Supercoppa Italiana for three seasons, beginning in 2026/27 and running through 2028/29. Coverage will span Telemundo, Universo, Peacock and the Telemundo Deportes Ahora FAST channel, giving the Italian competitions a mix of broadcast, cable and streaming distribution. Serie A features 20 clubs playing a 38-round season, with current stars including Christian Pulisic, Lautaro Martínez, Johan Vázquez, Paulo Dybala and Weston McKennie. The deal follows Telemundo’s recent additions of the Bundesliga and UEFA men’s club competitions, including Champions League rights beginning in 2027, alongside an existing soccer portfolio that includes the Premier League, FIFA World Cup, U.S. national teams, select Liga MX clubs and Olympic soccer. Telemundo’s broadcast network currently reaches 96% of U.S. Hispanic TV households across 210 markets, giving the new Serie A package national distribution across both traditional TV and streaming.

Amazon is making a bigger move into local sports, with Prime Video securing exclusive in-market streaming rights for six NHL teams beginning with the 2026 to 27 season. The package includes the Carolina Hurricanes, Anaheim Ducks, Columbus Blue Jackets, Dallas Stars, Minnesota Wild and St. Louis Blues, bringing their locally distributed games onto Prime Video in their respective markets. The deal follows changes across the regional sports network business, with four of the teams previously carried by FanDuel Sports Network, while Dallas and Anaheim had been streaming through Victory+. Prime Video already carries local Seattle Kraken games and offers regional networks including YES Network, MSG Networks, NESN, SNY and Chicago Sports Network through its platform. The six-team agreement also comes as Amazon expands its NHL presence in Canada through a separate 12-year deal for Wednesday Night Hockey, which begins this season with at least 26 national regular-season games per year plus select Stanley Cup Playoff series.

Netflix is giving its growing NFL package a much bigger presence in bars, restaurants, hotels, and other commercial venues through a new multi-year agreement with EverPass Media. The deal expands a partnership that previously covered Netflix’s Christmas Day games and will now distribute its full 2026 NFL slate to commercial establishments nationwide. That package includes five games, starting with the 49ers vs. Rams from Melbourne on September 10, followed by the NFL’s first Thanksgiving Eve game, two Christmas Day matchups and a Week 18 game, plus NFL Honors during Super Bowl week. DIRECTV FOR BUSINESS will market, sell, and distribute the package to commercial customers through a separate agreement with EverPass. The expansion gives Netflix’s NFL coverage another layer of distribution outside individual subscriptions, bringing its exclusive games onto screens in public venues across the country.