Greetings!

Welcome to the November 2025 issue of Key Notes - Marketing Keys' monthly newsletter! As temperatures start to cool, we hope this quick read gives you the inspiration to keep your business burning hot. Key Notes is an informative, quick-read newsletter to get you caught up on all things media and marketing. Our goal is for you to be informed and entertained with the latest media and marketing happenings quickly and efficiently. 

As 2025 winds down, TV broadcasters are preparing for what’s shaping up to be a blockbuster year ahead. After a relatively flat performance this year — with total local TV revenue down about 12.5% — stations are expecting a strong rebound in 2026. Revenues could climb more than 13% next year, fueled by record-breaking political spending during the mid-term elections and two major international sporting events: the Winter Olympics in Italy and the FIFA World Cup across North America.

Political campaigns will be the biggest source of revenue growth. AdImpact predicts that total political ad spending could reach an unprecedented $10.8 billion, with nearly half of that directed toward local TV. Hotly contested races in states like Georgia, California, and Michigan are expected to dominate airtime and extend spending throughout the year rather than concentrating it just before Election Day. Georgia alone could see up to $750 million in ad buys, with both Senate and governor’s races on the ballot. Meanwhile, Connected TV (CTV) will continue to gain traction, as digital platforms capture a growing share of political budgets.

Advertisers are also gearing up for the return of two global events that reliably attract massive audiences. The 2026 FIFA World Cup will span 16 host cities across the U.S., Canada, and Mexico, with Fox handling English-language coverage and Telemundo airing matches in Spanish. NBC will broadcast the Winter Olympics from Milano Cortina, bringing extensive coverage across NBC, Peacock, USA Network, and CNBC. Ad executives say excitement for these events is already building, with brands eager to reach viewers during some of TV’s most-watched moments.

Even with strong expectations for 2026, industry challenges remain. Economic uncertainty, tariff pressures, and potential federal restrictions on pharmaceutical advertising continue to create volatility in the market. Auto and tech advertisers, historically among TV’s biggest spenders, are also feeling the effects of inflation and shifting consumer demand. Still, industry analysts say local stations remain well-positioned thanks to their community focus and adaptability. With political campaigns ramping up and global sports taking center stage, 2026 could mark a turning point for TV broadcasters as they balance traditional strength with new digital opportunities.

Is NBC the 'Calming' Influence?

With public confidence in the media at a low point, NBC News is taking a proactive step to reconnect with audiences. The network just introduced a new brand campaign designed to remind viewers of its core mission: delivering reliable information in a calm, clear and fact-driven way.

The effort launches with a one-minute commercial that feels more like a conversation than an ad. Everyday Americans share why they’ve stepped away from watching the news — some say they felt overwhelmed, others just didn’t know what to believe anymore. Those voices are paired with familiar NBC journalists, underscoring the organization’s promise to stay grounded in facts and steady reporting.

NBCUniversal News Group chairman Cesar Conde said the initiative grew out of listening sessions with people across the country. What the network heard wasn’t apathy — it was frustration. Many viewers still want news; they simply want it without the noise, spin or hostility. According to Conde, NBC hopes to be the place where people feel informed, not discouraged.

Gen Xers—those born between 1965 and 1980—have always marched to their own beat. From rocking Doc Martens to embracing alternative music or urban fashion, they’ve defined cool on their own terms. But now, as they enter their late 40s to early 60s, many feel invisible to marketers, who tend to chase millennials, Gen Z, or the shrinking boomer population. New research shows just how much retailers are missing by ignoring this powerful generation.

Though they make up less than a fifth of the U.S. population, Gen X drives nearly a third of all in-store and online spending. They face unique pressures, balancing the needs of both children who aren’t fully independent and aging parents. This “sandwich generation” often adjusts purchases around these responsibilities, making them strategic and thoughtful consumers.

Gen X also embraces trends often associated with younger shoppers. They spend far more on secondhand clothing than millennials or Gen Z, proving they value both sustainability and smart spending. Despite being labeled as apathetic or cynical, they remain surprisingly loyal to brands, with many reporting stronger connections to their favorite retailers over the past several years.

Digital tools play a big role in how they shop. Most use social media daily, mobile apps, and self-checkout kiosks, showing they value both convenience and efficiency. Yet many marketing campaigns still overlook them, especially influencer-driven content. With their high engagement and steady loyalty, Gen X is a generation that retailers can’t afford to ignore—they are juggling life’s demands, yet continue to spend in meaningful ways.

Managing emails can eat up a huge chunk of the workweek—studies show employees spend almost nine hours a week on email, and constant interruptions can cost up to 30% of productivity. Hive, a company known for productivity tools, has launched Buzz, an AI assistant designed to cut down that time. In early tests, Buzz helped users reduce inbox management by over a third by drafting replies in their own style and turning decisions into clear next steps. It also pulls context from your meetings, tasks, and notes to make smarter suggestions.

Hive calls Buzz more than a standard email helper—it’s like having a full-time virtual intern. Beyond writing messages, it recommends follow-ups and adapts to your personal tone. In beta, Buzz reportedly created more than 54,000 email drafts and over 105,000 actionable next steps, showing potential for roles like sales or busy project teams. It also works with Hive’s broader suite of tools, keeping emails and tasks connected in one workspace.

While Buzz is now available to anyone, its effectiveness for large-scale marketing campaigns remains uncertain. Still, for professionals swamped by daily emails, it could save hours each week. With email traffic expected to grow by over 17% by 2028, tools like Buzz may become a key part of staying productive in a world full of messages.

With more live sports and premium content moving online, streaming platforms are catching advertisers’ attention. In the third quarter of 2025, U.S. streaming ad revenue surged nearly 18% to $3.8 billion, narrowing the gap with traditional TV, which fell 10% to $4.65 billion (excluding last year’s Olympic ads). This shift shows connected TV is becoming a major player in the advertising world.

Netflix continues to dominate streaming ad growth, doubling its revenue to $537 million compared with last year. Disney+ followed with a 32% increase to $186 million, while platforms like Roku and Tubi also posted solid gains, rising 26% and 20%, respectively. Peacock saw a 14% boost when removing last year’s Olympic revenue from the comparison. These numbers highlight that audiences—and advertisers—are increasingly tuning in online rather than on traditional TV.

Traditional TV, meanwhile, is facing a tougher landscape. Disney’s cable networks, led by ESPN, showed small gains of 4.4%, but ABC’s broadcast revenue dipped 12%. Fox experienced slight declines, while Warner Bros. Discovery, NBCUniversal, and Paramount saw more significant drops ranging from 19% to 33%. Clearly, the shift toward streaming is reshaping where advertisers are placing their bets, signaling a major change in the future of TV advertising.

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