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.
August 7, 2025 Without big campaign spending to count on and facing competition from other TV platforms, the nation’s TV station groups have nonetheless reported solid financial strength for the first half of this year. Overall, ad revenue has declined five to ten percent versus 2024, which is less of a dip than expected following a national election year. Driving that success: Cost efficiencies from technology, the return of some major sports teams to local broadcasts, and stations’ expansion into the CTV space. Analysts caution that the first half shouldn’t necessarily be used as an indicator of the rest of the year, but it’s still a positive start. (TVTech: August 1, 2025)
As broadcast revenues show strength, streaming continues to grow, with 83% of viewers watching streaming content. According to a Pew Research Center study published last month, more than half of viewers watch streaming exclusively, and 28% use both streaming services and cable or satellite TV. Further analysis shows that streaming subscriptions may be impacted by viewers’ financial situations, with 31% saying they’re not worth the cost, and another quarter unsure of whether the cost is justified. (Marketing Charts: July 31, 2025)
Nielsen has released its new The Gauge report, which shows that in Q2 2025, ad-supported content accounted for nearly 74% of all television viewing, nudging up by 1.2 share points versus Q1. Streaming saw an increase of 2.9 share points, coming primarily from Broadcast. Compelling news and exciting sports matchups helped Cable hold firm, losing just 0.2 points). (MediaPost: July 29, 2025)
In our last issue, we told you how back-to-school shopping had already started… Well, now it’s time to talk about All Hallows Eve. Halloween spending is projected to scare up $15 billion this year, an increase of nearly 30% from the $11.6 billion spent in 2024. In recent years, almost one-half of respondents in a TVB study have said they start spending before October—a trend that will continue in 2025. Why do people shop early? For 48% of them, it’s because they’re just looking forward to fall; 38% say they want to avoid last-minute stress, and 37% rank Halloween as one of their favorite holidays. (TVB: July, 2025)
August 7, 1982 – A Flock of Seagulls Appears on American Bandstand
English new wave quartet A Flock of Seagulls appeared on ABC’s American Bandstand to perform—or at least lip sync to—their top ten hit “I Ran.” Click here to watch, and here for the post-song interview with lead singer (and famous hairstyle-haver) Mike Score and bassist Frank Maudsley. They’re quite charming!
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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