Scout: TV Upfronts Drama, the Latest in Podcast Revenue Growth, and More

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 5/12/23- 5/18/23 to stay ahead of the curve: 

Comcast will likely sell Hulu stake to Disney at the beginning of 2024, CEO Roberts says [:02] 

The convergence of the streaming TV market continues: Comcast will now reportedly sell its 33% stake in Hulu to Disney at the beginning of 2024. This news comes on the heels of last week’s announcement of a “one-app experience” that will incorporate Hulu content into Disney+ as soon as the end of this year. As one famed cartoon rodent would say, “Oh boy!” 

Media Buying Briefing: It’s going to be a bumpy ride through the 2023 upfront marketplace [:07] 

And that’s not all that’s newsworthy in the world of TV: From the writer’s strike to the muddled measurement market, this year’s upfronts are proving to be almost as dramatic as the latest episode of Succession. This overview can help marketers make sense of the "swirling mass of uncertainty.” 

Podcast ad revenue growth slowed last year but still outpaced digital advertising overall [:02] 

The seventh annual IAB US Podcast Advertising Revenue Study is officially hear here. Unsurprisingly, podcasting continues to be one of the digital advertising’s fastest growing channels (two times faster than the overall market). Still, one of the biggest stories at the recent podcast upfront was how ad spend is disproportionate to growth in listenership. Check out the full study to learn more. 

3 Things Weezer Can Teach Us About Effective Media Strategy [:03] 

You can find tips for building a successful media strategy anywhere, if you look hard enough! Weezer fan or not, we think you’ll enjoy this explanation of how therock band has been secretly doling out advice for us digital marketers their entire career. 

Test Your Digital Advertising Knowledge!     

Show off your marketing chops with our question of the week. This week’s hot topic: TikTok.  

What percentage of TikTok users say they’ve purchased a product or service because of the app? 

A. 11% 

B. 25% 

C. 33% 

D. 49% 

Click here to get the answer and to discover more nuggets (Sound on or off? Full funnel or just upper? Raw or polished creative?) that advertisers should know about TikTok. Consider it your Basis FYP—"For You Post.” 

—  

Want a monthly digest of all the best Scout content delivered straight to your inbox? Sign up for the Basis Scout newsletter!