Empower

Political advertising is ramping up toward what is expected to be the most expensive midterm cycle on record. But the biggest takeaway for marketers isn’t simply how much will be spent, it’s how political dollars are changing the media marketplace.
As campaigns begin buying earlier, targeting local markets more aggressively, and extending pressure well beyond traditional political windows, advertisers need to rethink how they plan for inventory, pricing, and reach.
Carrie Tiz, Associate Director, Investment takes a snapshot of what agencies should be watching as the 2026 midterms accelerate.

At a time when audience fragmentation continues across nearly every media channel, live sports remain one of the few environments capable of delivering scale, attention, and emotional engagement simultaneously.
Recent Nielsen data shows growth across multiple sports properties, from golf and hockey to the NBA. For advertisers, the opportunity may not simply be buying the biggest events, but identifying where fan growth, cultural momentum, and audience engagement are accelerating.
Empower Ocean’s Sr. Director of Investment, Heather Watson, provides a snapshot of where sports viewership is growing and what it could mean for marketers.

Measurement has been a challenge at large, and OOH is no exception. But according to Empower Ocean’s Karley White, Supervisor, Investment, OOH,  that is changing fast. In the past, a knock against out-of-home advertising was that you couldn’t prove how effective it was. But with an organized data structure and a smarter way of looking at metrics, OOH more than holds its own in your media mix. Check out a snapshot of the latest in OOH advertising.