Connect+ June 25, 2026

From the excitement of NFL ad investment to the latest in streaming TV trends, TikTok Shop small-business growth, and Google’s new AI reporting tools, this DCW Media Connect+ highlights the platforms and strategies shaping how brands reach and engage audiences today.

Google Adds Dedicated Generative AI Reporting in Search Console

Google has introduced new Search Generative AI performance reports inside Google Search Console, giving site owners their first dedicated view of how content appears within AI‑driven search features such as AI Overviews and AI Mode, as well as in Discover generative AI responses. These reports separate impressions in AI features from standard Search reporting and break them down by page, country, device, and date.

Previously, impressions from AI‑generated searches were bundled with regular search visibility data, making it difficult to isolate how content performed within AI‑driven search experiences. With the new generative AI tab, marketers and SEO teams can see exactly when and where their URLs appear in AI features, addressing a key visibility gap that has existed since AI Overviews became part of search.

Although click‑level data is not yet included, this new reporting capability helps advertisers and content strategists better understand the role generative AI plays in overall search visibility. As these metrics roll out more broadly following initial testing with select site owners, DCW will continue to monitor developments so brands can integrate AI visibility into their SEO and digital strategies.

TikTok Shop Small‑Business Sales Saw Strong Growth in 2025

TikTok Shop continues to gain traction with U.S. small businesses, reporting a 66% increase in sales in 2025 among sellers with less than $15 million in annual revenue. More than 215,000 small‑business sellers are now actively using the platform, a 25% increase from the year before, indicating both expanding seller participation and consumer demand.

A commissioned survey found that 67% of TikTok Shop users discover new products and brands on the platform, ahead of competitors such as Amazon, and that a large share of discovery leads directly to purchase behavior.

For advertisers and brands, these trends highlight TikTok Shop’s continued evolution as a social commerce discovery engine, where content, recommendations, and purchase paths remain tightly integrated. As shopping habits shift toward in‑app discovery and impulse buying, understanding how TikTok Shop drives both awareness and conversion will be increasingly important for retail and direct‑to‑consumer strategies.

NFL Advertising Continues to Drive Premium TV Revenue

Brand investment around the NFL season remains a standout in live sports advertising, with overall advertising revenue climbing 7% to an estimated $5.9 billion for the 2025–26 season, according to data from media intelligence platform Guideline.

Regular‑season TV ad revenue rose about 6%, while playoff inventory—including the Super Bowl— delivered stronger increases in buy‑ins. Broadcast networks continue to command the lion’s share of this revenue, though streaming platforms tied to NFL content also contributed meaningfully to the total.

For media planners, the NFL’s continued ability to grow ad investment year over year underscores the value of appointment viewing and live engagement when paired with premium audience targeting. As linear and streaming converge around marquee live events, DCW partners with buyers to help brands maximize visibility and efficiency across both traditional TV and connected platforms.

Fox Acquires Roku, Expanding Streaming Reach

Fox Corp.’s $22 billion acquisition of Roku boosts the company’s U.S. streaming share to 11%, behind only YouTube and Disney, consolidating audiences across linear, CTV, and streaming platforms. The combined company is projected to generate $9 billion in ad revenue, representing roughly 16% of U.S. streaming ad spend.

For advertisers, the Fox-Roku merger underscores the growing importance of programmatic and addressable CTV inventory, as the combined scale and cross-platform reach create new opportunities to efficiently engage streaming audiences. DCW can help brands leverage this expanded inventory to maximize targeting, reach, and ROI across both linear and digital channels.

DCW monitors these shifts closely, helping clients leverage this expanded streaming inventory to maximize targeting, reach, and ROI across both linear and digital channels.