Top 5 Media Landscape Insights- September
Media Trends: DirectAvenue’s Top Five Observations in Linear & Connected TV
Stay ahead of the curve in today’s ever-evolving linear and connected TV media landscape with DirectAvenue’s Top Five Media Trends & Observations. We share critical network updates and highlight emerging media trends!
September 1, 2025
The Only Thing Bigger Than NFL Ads are NFL Streaming Ads
EDO’s third annual NFL TV Outcomes Report shows what’s become expected: NFL broadcasts outperform all other TV for advertisers. The league generated $5.2B in national TV ads, with commercials proving 19% more effective than the TV average during the 2024 regular season, 63% stronger in the playoffs, and an astounding 243% more compelling on Super Bowl Sunday.
Macy’s partners with Amazon for retail ads ahead of holiday season
Macy’s Media Network is partnering with Amazon Retail Ads Service on a Q4 pilot, allowing advertisers to buy ads on Macy’s site through the Amazon Ads console and APIs. The program lets brands manage Macy’s sponsored product campaigns alongside other retail media efforts with familiar tools, while existing self-serve and managed campaigns remain unaffected according to AdWeek.
The future of streaming
Streaming platforms are redefining how ads are delivered by tailoring ad loads to different viewers—moving away from a uniform approach toward one driven by audience behavior, content type, and context. Whereas traditional TV often features 12–16 minutes of ads per hour, most streaming services now hover around four to eight minutes, striking a balance that favors viewer retention. This flexibility lets streamers use cohort-based targeting—segmenting users by factors like tenure or viewing habits.
Leaked doc shows how much Walmart, Best Buy, and Doordash Charge for Retail Media Ads on TTD
A recently leaked document reveals how much major retailers like Walmart, Best Buy, and DoorDash charge advertisers for offsite retail media ads purchased through The Trade Desk, which partners with 49 retail media networks globally. Pricing and requirements vary significantly by retailer—some charge as much as $1 CPM for measurement (e.g., Kroger), while others offer free measurement or tiered systems depending on campaign size.
Walmart’s booming ad business provides ‘flexibility’ amid tariff impact
Walmart’s advertising business—particularly through its U.S. retail media arm, Walmart Connect—is showing remarkable resilience amid economic pressures from tariffs. In the most recent quarter, global ad revenue surged nearly 50% year-over-year, with Walmart Connect alone growing 31%. This strong performance in digital advertising and expanding membership services gives Walmart crucial financial flexibility to absorb or offset tariff-related cost increases.
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