US media & agencies round up 2025

In this article, we round up the key trends and insights across media consumption, content, advertising, and cultural dynamics — highlighting where the US media landscape stands today.

Ad awareness and campaign performance

Throughout 2025, YouGov tracked the brands that achieved the highest lifts in Ad Awareness. Brands included Apple and Tesla (March), Lowe’s and Powerball (April), Dior and Monopoly GO (May), and State Farm and Amazon Prime (July) each leading their respective months in driving consumer attention.

When it came to audience reactions to ads, they were varied. American Eagle’s partnership with Sydney Sweeney sparked a partisan divide, with conservatives and liberals reporting opposite reactions to the same ad. Cracker Barrel’s logo refresh also met resistance with many long-time customers opposing the new look.

Conversely, some brands earned positive traction for value-driven messaging. McDonald’s public stance on tipping and minimum wage aligned with how most Americans see the issue — especially younger respondents.

JCPenney’s “Yes, JCPenney” campaign aimed to recapture shopper interest through nostalgia and product refresh. While JCPenney has traditionally drawn an older customer base, data shows the current bump in Consideration is being driven more by younger Americans — particularly millennials and Gen Z.

Celebrity casting continues to play a measurable role in advertising effectiveness. Among the various Super Bowl ads, viewers most recalled appearances by Snoop Dog, Ben Affleck, and Martha Stewart — highlighting the continued value of star power in high-reach events.

Channel and format innovation

In 2025, new formats and platforms continued to reshape how consumers experience advertising. Gamified advertising gained ground, especially with Gen Z, who lead in both noticing and engaging with interactive ads.

For brands targeting makeup users, digital remains the most effective medium. Regular make-up users are more likely than the average American to notice online ads, TV, in-store promotions and direct mail.

Audience expectations and brand messaging

Advertisers must continue to adapt their messaging to audience values. Gen Z expects more from brands — especially around ethics and transparency. This age group is also more likely to reward brands that show consistency between their messaging and actions.

At the same time, Americans remain divided over personalized advertising. According to YouGov’s US Personalized Advertising Report 2025, 54% of US adults say personalized ads creep them out, and 56% are uncomfortable with companies using online behavior to personalize advertising. Ads based on browsing history and social media activity are viewed as the most invasive.

Download the full report here

Nearly half of Americans say unhealthy food ads aimed at children should face tighter regulation. Parents, in particular, are more likely to support controls — pointing to broader concerns about marketing and wellbeing.

Seasonal campaigns and holiday behavior

Advertising around key retail moments reflects shifting consumer behavior. Budget constraints influenced holiday spending, with 36% of Americans reporting reduced food expenditure during the season, and 79% actively seeking holiday discounts when purchasing gifts.

Interest in Black Friday and Cyber Monday remains high but is softening with 36% reporting lower interest.

Download the full report to know more about Black Friday and Cyber Monday shoppers and shopping behaviors in 2025

Streaming, content and entertainment

Economic pressures continued to shape entertainment consumption. Cost concerns prompted widespread cancellations, with two-thirds (66%) of Americans saying they canceled subscriptions due to high costs. Unused subscriptions are also prevalent, with 36% of consumers paying for at least one service they had not used in six months.

Throughout 2025, audiences gravitated toward drama, mystery, and genre-heavy programming. Popular binge-worthy shows included Untamed and Animal Kingdom in July; Wednesday, Orphan Black, and Black Rabbit in September; and Monsters, Nurse Jackie, and Nobody Wants This in October.

Image: Getty Images