This week, Kelly and Sean take a category-focused approach, diving into two major sectors shaping the advertising market: automotive and pharmaceutical advertising.

The episode begins with a conversation around Sean’s recent car purchase, which quickly opens into a broader discussion about the state of the auto industry. They examine how automotive advertising—historically one of the largest categories in media—is now facing slower growth, changing consumer priorities, rising vehicle costs, and uncertainty around electric vehicle adoption.

The discussion highlights:

• Why automotive ad spend is dropping below historic benchmarks
• The evolving role of EV advertising
• Why affordability may matter more than technology upgrades
• How companies like Slate Auto and BYD could reshape consumer demand
• Why legacy automakers are reducing spend
• Kelly and Sean then shift into pharmaceutical advertising, a category that remains heavily concentrated in the United States. They discuss the unique nature of direct-to-consumer pharma ads, the rise of GLP-1 marketing, and the major patent expirations expected to reshape spending patterns across the category.

Additional topics include:

• Why TV pharma spending is declining
• The growth of digital pharma campaigns
• The impact of blockbuster GLP-1 drugs
• What “patent cliffs” mean for advertising budgets
• Emerging wellness and alternative health advertising trends
• The episode closes with reflections on consumer behavior, category evolution, and what these shifts could mean for advertisers moving into 2027.

Key Topics Covered

• Automotive advertising trends in 2026
• Why auto ad spend is declining globally
• Electric vehicle adoption and marketing challenges
• BYD and Slate Auto disruption potential
• Pharma advertising trends in the US
• GLP-1 advertising growth
• Patent expirations and pharma spend pressure
• Digital vs traditional pharma advertising
• Emerging wellness advertising trends

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

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In this episode, Kelly and Sean step back from deep dives and return to a broader format—reviewing several major headlines shaping the media and advertising landscape right now.

They begin with the ongoing legal dispute involving OpenAI, exploring how the lawsuit connects to broader questions about business strategy, monetization, and rising competition in the AI space. The conversation highlights a shift from early expectations to a more competitive and financially driven environment.

From there, the discussion moves into audio, with reported talks between SiriusXM and iHeartMedia. Kelly and Sean examine what a potential merger could mean for the future of radio, podcasting, and the growing role of digital audio platforms.
The episode also revisits Australia’s social media restrictions nearly a year after implementation. While the policy aimed to limit youth access, early data suggests limited impact on advertising performance, raising questions about how effective these measures are in practice.

Finally, they touch on Amsterdam’s proposed restrictions on certain types of advertising in public spaces. This opens a broader conversation about how regulation may begin influencing not just where ads appear, but what can be promoted at all.

Throughout the episode, the focus remains on translating headlines into practical insights—what’s happening, why it matters, and what to watch next.

Key Topics Covered
OpenAI lawsuit and evolving AI business dynamics
Early signals from OpenAI advertising activity
SiriusXM and iHeartMedia merger discussions
Podcasting’s growing role in audio strategy
Australia’s social media restrictions after one year
Why ad spend hasn’t shifted as expected
Amsterdam’s restrictions on certain ad categories
How regulation could shape future advertising models

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.

Kelly and Sean break down how advertising is evolving across major sports—from the Olympics to the NFL and NBA—and why streaming continues to reshape how brands reach audiences.

In this episode, Kelly and Sean take a closer look at how advertising is shifting across the sports landscape in early 2026, using recent data and real-world examples to unpack what’s changing and why.

They begin with a lighter moment on sports viewing habits before moving into a structured breakdown of major events and leagues, including the Olympics, NFL, NBA, and NHL. From there, the conversation focuses on one consistent theme: streaming is expanding quickly, while traditional TV remains steady but slower-growing.

The Olympics serve as a strong example, with streaming now accounting for a significantly larger share of ad revenue compared to prior years. At the same time, linear TV still plays a meaningful role, showing that audience behavior is evolving rather than fully shifting.

Kelly and Sean also discuss how advertisers are adapting their buying strategies. One standout approach is multi-sport programmatic buying, where brands target audiences across a range of sports content instead of focusing on a single league. This method offers flexibility and efficiency while still capturing engaged viewers.

The episode closes with a look at which industries are increasing investment in sports—such as tech and pharma—and which are showing more caution, along with a brief outlook on what upcoming global events may mean for the market.

Key Topics Covered

• How sports remains one of the strongest areas for live viewing
• Growth in streaming vs traditional TV across major events
• Olympics advertising trends and shifting viewer behavior
• NFL, NBA, and NHL ad performance insights
• The rise of multi-sport programmatic buying
• Why streaming bundles are becoming more common
• Category trends: tech, pharma, retail, and auto
• What to expect heading into the World Cup

Want deeper insights into sports and advertising trends? Reach out at press@guideline.ai

to learn more.

If you’d like access to the benchmark report or want to suggest a topic for the next part of the programmatic series, reach out to press@guideline.ai.

If you enjoyed this episode, be sure to follow or subscribe so you don’t miss future conversations on advertising, media strategy, and cultural marketing moments.

And if you’re listening on Apple Podcasts or Spotify, a quick rating or review helps more people discover the show.