Antony Young rounds up media news from beyond Aotearoa in a regular column for StopPress. This week: Elon Musk’s brand is in decline, media dowturn hits Sesame Street, streaming services bet on sport and brands are using celebrity break ups to their advantage.
Elon Musk’s brand in freefall
We’re seeing a decline to Elon Musk’s brand with his alignment with far-right politics and his role in Donald Trump’s administration. A campaign group called Everyone Hates Elon has intensified backlash with a guerrilla marketing effort in the U.K. and Germany, branding Tesla as “The Swasticar”.
Surveys show a sharp decline in consumer interest, with those considering a Tesla dropping from 22% in 2022 to just 7% by last summer. Musk’s political stance has even sparked protests and vandalism. In Europe, Tesla sales dropped 45% in January, despite the overall market growing by 34%.
Adding to his woes, five Democratic senators have now called on the Justice Department to investigate whether Musk is leveraging his influence in the Trump administration to coerce brands into spending on X. The senators referenced a recent Wall Street Journal report detailing how X allegedly pressured ad giant Interpublic Group to increase its spending on the platform.
Sunny days turning dark for Sesame Street?
The media downturn is hitting Big Bird, Ernie & Burt. The future of Sesame Street is uncertain as Sesame Workshop searches for a new distribution partner after Warner Bros. Discovery declined to renew its deal for new episodes. Despite the financial strain, production for its 56th season will begin next month, featuring a revamped format with longer narrative-driven segments and a new animated series, Tales From 123. Amid these challenges, Sesame Workshop is undergoing layoffs, citing shifts in the media and funding landscape.
2025 social media video stats you can use
According to Sprout Social, the average consumer spends over 50 minutes per day scrolling through videos on TikTok, Instagram, YouTube and other social platforms. Here’s a selection of social media video statistics you might want to steal for your next presentation!
- Instagram users spend 50% of their time on the app watching Reels.
- TikTok videos are getting longer. In 2024, the average video length was 42.7 seconds. In 2023, it was 39 seconds.
- The majority of users (61%) say they’re more likely to use YouTube versus other social sites to research brands.
- Live video currently dominates Facebook, garnering 3x the interactions compared to carousels, the next most engaging post type.
- The average video watch time on LinkedIn is between 13 and 15 seconds.
Netflix, Disney+, and Amazon big bet on sport
Streaming services are rapidly expanding their sports content, with Amazon Prime Video, Apple TV+, Disney+ and Netflix increasing their sports programming by over 72% in the last quarter, according to Gracenote.
Disney+ led the charge with a 471% boost, largely due to the integration of ESPN+, while Netflix nearly doubled its sports content. The surge includes major events like exclusive NFL games, WWE RAW, and the U.S. Open, signalling a strategic shift toward live sports as a key driver of user engagement and retention. Sky TV – take note!
Australia – Why local news is critical for local brands
In an era heavily dominated by global media platforms, Australia’s local news publishers want to remind the industry of the important role they play in holding politicians accountable, setting the national agenda, and connecting with Australian audiences. ThinkNewsBrands and B&T is a great initiative from across the ditch.
They have produced a video series featuring top marketing and media executives who discuss the vital role of local journalism in driving audience engagement and brand success. View the first two in the series here. Totally support this!
Google releases virtual shopping and search tools
Google rolled out last week in the U.S. a number of AI powered tools that is enhancing the online shopping experience. One such example is a virtual try-on feature for makeup, giving users a more immersive way to experiment with different beauty products before purchasing.
When searching for celebrity makeup looks or terms like “spring makeup,” shoppers can virtually apply products like blush, lipstick, and eyelashes to see how they complement their face. By tapping “See the looks on you” and selecting “try it on,” users can preview and purchase products directly from search results.
Break up, cash in: Brands are turning celebrity splits into marketing gold
A pattern of brands turning reality stars and influencers very public breakups into social media marketing opportunities is starting to emerge. Companies like Brawny and Cheez-It are creating sponsored posts that subtly reference their breakups.
After her public split from The Bachelor’s Matt James, Rachael Kirkconnell starred in a Brawny [paper towel]ad joking about life’s messes, while Lindsay Hubbard of Summer House took a playful jab at her ex-fiancé Carl Radke in a Cheez-It campaign, following his partnership with Goldfish Crackers.
These ads not only capitalise on cultural moments but also foster fan engagement, with brands like Hilton, Delta, and Hyundai rewarding viral breakup influencer ReesaTeesa with free trips and a car loan.
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