The Weekly 10: marketing, media and industry statistics to know now — June 25, 2025 edition

From Amazon Prime Day revenue forecasts to the size of a new Nordstrom “service hub,” these are the data points we’re paying attention to right now.

The share of total TV usage attributed to streaming platforms, per the latest Nielsen data. This is the first time that streaming viewership has surpassed that of linear, with broadcast and cable registering a combined audience share of 44.2%.

The square footage of the new Nordstrom Local location in Brooklyn, slated to open tomorrow (June 26). The so-called “service hub” — which will offer online order pickups and returns, as well as services such as alterations and gift wrapping, but carry no merchandise — signals the brand’s strategy moving forward: divest from department stores while building small brick-and-mortars to complement e-commerce.

The amount spent on affiliate marketing in the U.S. last year — an increase of nearly 50% compared to 2021 — according to new research from the Performance Marketing Association. The report, based on a mix of publisher and advertiser data, suggests that 9.4% of all U.S. e-commerce sales can be attributed to affiliate programs.

The share of surveyed marketing decision-makers who say their organization’s AI deployment is currently “limited” or “moderate,” according to research from Forrester and Zeta.

The average TV audience for the six-game NHL Stanley Cup Finals on TNT and TruTV, per Sports Media Watch — a 40% drop from last year, when ABC reported 4.2 million viewers for the same matchup (Florida Panthers vs. Edmonton Oilers) across seven games. Historically, the men’s pro hockey championship drew larger audiences on cable than broadcast; that trend has inverted since Turner Sports replaced NBCSN as the series’ exclusive cable network in 2021.

The average number of emails and instant messages that workers receive each day, per a new Microsoft trend report. The research, based on macro data from the company’s enterprise software, also indicates that ad hoc meetings and after-hours inbox management are on the rise.

The share of surveyed CEOs who say they feel comfortable with modern marketing — an increase of 16% YOY — according to a new McKinsey study. Meanwhile, only 31% of surveyed CMOs believe their CEOs are comfortable in the marketing world, a decline of 4% from a year earlier.

The preorder price for a pair of launch-edition Oakley Meta HSTN smart glasses. While the current Meta Ray-Ban smart glasses straddle the fashion accessories space, this new offering moves AI-augmented eyewear into the performance and sportswear category, presenting distinct marketing and positioning imperatives. The rollout campaign features Oakley athletes and placements at upcoming UFC events, while emphasizing technical improvements (water resistance, battery life, video resolution).

The number of states that have received Supplemental Nutrition Assistance Program (SNAP) waivers so far this year, per the USDA. These exemptions, scheduled to take effect in 2026, allow state policymakers to determine which items consumers can purchase using federal food benefits. All six states — Nebraska, Iowa, Indiana, Utah, Idaho and Arkansas — plan to remove “soda,” “soft drinks” or “unhealthy beverages” from SNAP eligibility; four would also eliminate “candy,” while Iowa aims to broadly prohibit “snacks.” (Industry groups, including the National Grocers Association and The Food Industry Association, have raised concerns about the waiver program’s potential to create confusion, increase checkout times and reduce customer spending.)