Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
April 17, 2025 The National Retail Federation has released its Easter forecast, and things are looking up for 2025. NRF predicts consumers will spend $23.6 billion—higher than last year’s $22.4 billion and close to 2023’s record of $24 billion. The questionable economy may be spurring this growth, as people prioritize holidays and time with loved ones during periods of uncertainty. It’s a phenomenon we also saw play out during the pandemic. The highest spend categories include food ($7.4 billion), gifts ($3.8 billion), clothing ($3.5 billion), and candy ($3.3 billion). This may come as news to those of us who consider candy “food” to begin with. (NRF: April 8, 2025)
Research from the Video Advertising Bureau indicates that seeing a pharmaceutical ad on TV can be the first step on a road that leads to getting medical help. Television advertising is more effective than any other medium at driving brand discovery, inspiring further research online, and encouraging viewers to discuss symptoms and treatments with their doctors. The impact of prescription TV ads is enhanced when tactics like addressable TV and audience-based buying are employed, as they can more precisely reach the right patients and practitioners. Television advertising also has better defined guidelines and standards when compared to other media types; for instance, FDA guidance for social media hasn’t been updated in over a decade. (VAB: April 2025)
After the record revenue from last year’s fevered political spending, TV stations are hoping local sports will be 2025’s MVP. In recent years, local station groups have been busy making deals to acquire broadcast rights, often creating what some are calling Broadcast Sports Networks. Grey Media, for instance, shows Atlanta Braves games on multiple stations throughout the Southeast and runs a total of 11 BSNs. Sports broadcasts have brought increased and younger viewership to the stations, and advertisers are taking notice. New spenders are coming on board, and not just for sports but for other local dayparts as well. Even with all this growth, there’s still room for more as live sports continue to be a bright spot for OTA TV. (TVNewsCheck: April 14, 2025)
An article by AMS’ own Danny Senor was recently published in Sports Business Journal. In it, Danny takes a look at some WNBA viewership trends and how the upcoming season could perform. It’s a good read, and if one were inclined toward bad puns, one might call it a “slam dunk.” (Sports Business Journal: April 8, 2025)
April 17, 2011 – Game of Thrones Begins It may have been springtime, but Winter Was Coming to Westeros in what became HBO’s biggest hit to date. (How big of a hit? Even our spellcheck knows it and didn’t flinch at the word “Westeros.”) After eight seasons and 73 episodes, viewers wanted more, and HBO slaked that thirst with prequel series House of the Dragon in 2022. Another prequel, A Knight of the Seven Kingdoms, is set for release later this year.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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