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.
February 20, 2025 Only a Luddite would deny that the Internet is where consumers go for product information and purchasing. But getting people to visit your site or research your product in the first place? That’s where TV advertising comes in. The 2025 Media Comparisons Study from GfK/NIQ and TVB shows that 59% of adults were motivated to go online and learn more about a product they saw on TV. Automakers in particular should take note, as the figure jumps to more than 70% for car buyers. (TVB: Feb 2025)
Even though recent weeks have given us five official documentaries, a concert special, and a ton of cross-media hype, viewers still tuned in to NBC’s live SNL50 special last Sunday. Across NBC and Peacock, an average of 14.8 million watched the live show, making it the network’s most-watched primetime entertainment program in five years. With this, plus all the clips that have already garnered millions of views on YouTube, it’s safe to say the show has recovered from the 1985 season that nearly got it canceled. Whatever became of that Robert Downey Jr. fellow, anyway? (Variety: Feb 17, 2025)
Overall, TV viewership increased by 5% in January compared to the previous month (December, in case you don’t have a calendar handy). Thanks to live sports and news coverage, Broadcast and Cable viewership increased by 5% and 7%, respectively. This lowered the streaming share slightly (by seven-tenths of a point), but those platforms are still up by 21% versus January 2024. (MediaPost: Feb 18, 2025)
As media continues to fragment, the terminology we use to describe it has become muddied. In fact, only 20% of those surveyed by Advertiser Perceptions say that there is consistency in the terms used by their partners. Seeking to create some clarity, the major MVPDs and the Video Advertising Bureau have agreed upon some definitions:
This will hopefully simplify ad buying for the Upfronts. (TV Tech: Feb 13, 2025)
February 22, 1989 – Pepsi’s Spanish Commercial During the GRAMMY Awards telecast, CBS aired U.S. primetime’s first Spanish-language commercial without subtitles or dubbing. Starring Puerto Rican performer Chayanne, it was an early outreach to Latino consumers. This being 36 years ago, it caused quite a stir—check out some of the news coverage it received here, and watch the ad itself here.
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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