“On the other hand, you have different fingers”- Steven Wright

It’s not easy figuring out what’s going on these days in TV or otherwise.

TV is dying, but people are watching more than ever. TV advertising is in trouble, yet there are more advertising options, more places to find people thanks to streaming, than ever. Where does that leave ad tech? Mike Shields explores more this week.

Football audiences are super expensive. Yet those same people can be found other places; John Cassillo uses iSpot to show the advertiser- end around. There are also smarter ways for brands to engage the sports fan beyond the traditional pod, just read VIZIO’s Adam Bergman’s POV on it.

Speaking of the power of platforms, Alan Wolk uses Mr Beast as a muse, to explore the connections and dis-connections between social video, streaming video and linear.

The quiet part out loud is that YouTube is the CTV winner right now. That means TV networks are trading linear bucks for programmatic pennies. See below, news alone generates billions of minutes watched on YouTube, per Tubular Labs

But not all that’s fit to view on a TV takes place on a social platform, as Eleanor Semeraro uses Inscape data to demonstrate how Hurricane Milton coverage spurred weather channels into the most-watched TV.

And sure, we’ve seen a resurgence of over the air as streaming bundles pinch consumer pocketbooks, but Tim Hanlon’s weekly column tells a tale of a long, slow demise of OTA-TV.

Not enough to chew on? Our Thought Leaders Circle members give us their hot takes on what trends the industry is sleeping on.

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