The Weekly 10: marketing, media and industry statistics to know now — May 28, 2025 edition

From the box office blowout of “Lilo & Stitch” to trending meals on DoorDash, these are the data points we’re paying attention to right now.

The YOY increase in visits to small-format (under 30,000 square feet) grocery store locations during Q1, according to a new Placer.ai white paper. The study’s findings suggest that, overall, U.S. consumers are making shorter, more frequent grocery shopping trips.

The share of Americans who say they’d be most likely to purchase a product labeled as “Made in America,” according to a new survey from Zappi examining the impact of tariffs. At the same time, only 20% of respondents are willing to pay significantly more for items produced domestically, with 28% saying they’d choose the cheaper option (regardless of where it’s made).

Domestic box office ticket sales for “Lilo & Stitch” over Memorial Day weekend, per Variety, surpassing “Top Gun: Maverick” in 2022 to set a new all-time record. That figure also establishes Disney’s live-action remake as the second-largest opening across any four-day holiday weekend, trailing only “Black Panther,” which raked in more than $242 million over President’s Day weekend in 2018.

Consecutive months that YouTube has maintained the largest share of TV viewing among media companies, per Nielsen’s just-released April report. Paramount experienced the largest monthly share increase of any media company (+0.4 points), capturing 8.9% of total TV watch time, driven largely by gains among its CBS broadcast affiliates.

The share of Americans who care more about how brands can keep prices down than their politics, according to this year’s Axios Harris Poll 100 rankings. The research, which assesses the reputation of the most visible brands in the U.S., points to the difficult, often overlapping signals that marketers are interpreting: While roughly 2 in 3 consumers “aren’t interested in supporting companies that become too political,” more than 3 in 5 also believe “political polarization in business is inevitable,” according to Axios.

The percentage of U.S. consumers willing to spend more on premium experiences, according to a new report from Qualtrics XM Institute. The findings reveal a specific emphasis on air travel, where 84% say they’re willing to pay extra for premium.

The share of American adults who say they’re skipping vacations this summer due to financial stress, according to new study by Qualtrics for Credit Karma.

TV audience for the Indianapolis 500 on May 25 — the race’s largest audience since 2008, and a 40% increase compared to last year, per Fox Sports. Viewership peaked at 8.4 million during the final laps, as Álex Palou fended off rival Marcus Ericsson and clinched his first Indy 500 win.

The number of active Klarna consumers in April, per the company’s most recent earnings report. The buy now, pay later lender also says that it surpassed 720,000 merchants in Q1, representing an increase of 27% YOY.