Category: In the News

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Media Buying Briefing: How Mediasense and other consultancies are girding for a busy second-half

As the media industry absorbs the massive amount of accounts changing hands in the first half of 2026 — and braces for what could be an equally active second half, with Coca Cola in play — it’s a busy time for the world of consultancies that help guide marketers to which agencies they should use.

Companies like Abintus, ID Comms, Mediasense, Flock Associates, Mercer Island Group and Ebiquity are often hired by clients to orchestrate the drawn-out review processes through which media and creative agency partners are chosen. Agencies would be wise to know the main players, if they hope to get a seat at the pitch table.

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How streaming creators built a new broadcast blueprint at the World Cup

As the 2026 FIFA World Cup nears its conclusion, a parallel broadcast has emerged alongside the official TV feed: creator-led livestreams from inside the stadiums and FIFA fan zones on Twitch and YouTube. This creator coverage isn’t color on top of the main feed — it’s a new broadcast layer built around community, drawing in younger viewers who show up for the streamer first and the soccer second. 

For FIFA, Twitch and brands, that shift is meaningful. Creator-led streams have helped FIFA reach younger, global audiences that traditional sports coverage has struggled to reach, opened up new inventory for advertisers that don’t hold official World Cup rights, and given platforms like Twitch a template they now want to apply to other major leagues and tentpole events. 

Anticipating the power of that shared communal experience and armed with the results of a new survey in which 44% of Twitch viewers said they wanted sports coverage on the platform that wasn’t available on traditional media, Twitch set up a special “Football Fest” category on its front page. Since then, 29% of viewers said they increased their fandom when comparing this World Cup to the one in 2022.

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