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.
March 6, 2025 A new report from research company Savanta (commissioned by entertainment company Wildbrain) shows that U.S. families rank watching video content together just behind eating and traveling together for promoting family bonding. Detailed findings include:
Politicians aren’t the only ones who should look at the 2024 campaigns and adjust for the future—it’s something all advertisers can do. Now that the dust of last year’s elections has settled, what can we learn? Overall, it’s that media fragmentation is irrevocable and the way content is consumed has forever changed. Traditional TV remains an effective way of reaching older viewers, but it’s not the place to get the attention of 18-24 year-olds—they’re watching videos online. There are also lessons about oversaturation, as the sheer number of political ads led to audience fatigue and worked against the brands (in this case, politicians). These are things we intuitively knew, but it makes for a broad and varied case study. (MediaPost: Mar 4, 2025)
Whether they took home an Oscar last Sunday or not, the Best Picture nominees are sure to be winners for streaming services. Between 2020 and 2024, nominees—especially films released in theaters before their streaming debuts—have generated more than $1.2 billion in subscriber revenue. With their somewhat limited releases, films like this year’s winner, Anora, and nominees such as The Substance and The Brutalist should lure interested viewers and be important revenue drivers in 2025 as well. (AdvancedTV Insider: Mar 5, 2025)
Against the tide of streaming migration, Wheel of Fortune and Jeopardy! have remained broadcast-only properties, viewable only on the stations to which they’re syndicated. That is about to change, as Sony Pictures Entertainment has announced it is soliciting bids for the streaming rights to new episodes. Beginning this fall, shows will be available via streaming the day after they air on broadcast. It’s an opportunity for marketers who can reach the shows’ traditional audience, as well as the younger viewers watching streaming. (NY Times: Feb 27, 2025)
March 3, 1985 – Moonlighting debuts Cybill Shepherd teamed with (then-nearly-unknown) Bruce Willis for the midseason debut of a detective show that was sometimes a musical, which broke the fourth wall like crazy and had the best will-they-or-won’t-they relationship since Sam and Diane on Cheers. Eventually… they did. And with that tension broken, viewer interest waned. That, combined with feuding stars and a grueling production schedule, led to Moonlighting’s cancelation in 1989 after only 67 episodes. But what a run it had.
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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