The Weekly 10: marketing, media and industry statistics to know now — June 11, 2025 edition

From TikTok shopping demographics to NBA Finals audience woes, these are the data points we’re paying attention to right now.

The share of U.S. adult TikTok users who’ve purchased something from TikTok Shop in the past year, according to a new report from YouGov. The data indicates women are more likely than men to make a purchase (33% vs. 28%), and that purchases are most concentrated among the 35-54 age group.

Average viewership for Game 1 of the NBA Finals on ABC, per Sports Media Watch analysis of Nielsen data. That represents the league’s least-watched championship opener since audience tracking began in 1988, excluding the COVID-impacted 2020 and 2021 series. It also confirms marketers’ fears about reach — this year’s matchup features Oklahoma City and Indianapolis, two of the NBA’s smallest markets — and will likely result in unprecedented make-good scenarios for TV advertisers.

The share of advertiser claims that podcast listeners believe to be true, according to a new study from Signal Hill Insights and Sounds Profitable, which surveyed more than 5,000 “daily or near daily” consumers of ad-supported media. Remarkably, podcasting ranked among the best mediums for marketers in terms of trust; regular users of Facebook, for example, believe that only 36% of advertiser claims on the platform are true.

The amount of a new bridge loan provided by J.P. Morgan to Warner Bros. Discovery. The short-term financing facilitates a massive restructuring, announced on Monday, that will see the media giant split into two separate, publicly traded companies: Global Networks (sports and cable, including CNN and Discovery, focused on international growth) and Streaming & Studios (film and TV, including the libraries for both, focused on scaling HBO Max). Warner Bros. Discover expects to complete the separation next year.

The share of U.S. beauty shoppers who say they “wish stores were about more than just buying products,” according to new research from ChangeUp.  (Read more from Quad: “Return of Touch: Reimagining consumer engagement in 2025.”)

The number of individual LED lights, each smaller than a postage stamp, on the Goodyear Blimp, allowing for high-definition video and messaging displays. The company’s branded airship, the first version of which debuted on June 3, 1925, remains one of the most iconic (and successful) corporate marketing exercises in history. In a rare occurrence, all three U.S. Goodyear Blimps united for a centennial “victory lap” flyover in Ohio last week.

The share of American consumers who say they learn about health and wellness trends from friends, according to a new study conducted by Talker Research on behalf of The Vitamin Shoppe. Meanwhile, only 15% of respondents cite TikTok as their primary vehicle for discovery, leading the report’s authors to conclude that “virality may spark curiosity, but long-trusted channels and word-of-mouth still build genuine credibility and lasting awareness.”

The number of hours, on average, that U.S. adults spend with media each day, according a new eMarketer estimate. This includes all time spent with digital devices (8.6 hours) such as smartphones and laptops, as well as traditional formats (4.1 hours) such as TV and newspapers.

The year-over-year increase in searches for “digital detox vision boards” on Pinterest, per the platform’s midyear trend report. The analysis specifically calls out Gen Z, whose searches suggest newfound interests in nature books, thrifted decor and rustic retreats.