EMARKETER
Online/Digital
EMARKETER, formerly Insider Intelligence, is a subscription-based market research company that provides insights and trends related to digital marketing, media, and commerce. Source
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| Scope | National, Trade/B2B |
|---|---|
| Language | English |
| Country | United States of America |
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Recent Articles
Search ArticlesOne big takeaway from ShopTalk Fall: Brands can move faster without losing who they are
Retailers and brands had no shortage of new technology to talk about at ShopTalk Fall in Nashville, Tennessee, this week. But amid the focus on AI, agentic commerce, and personalization, a more fundamental question kept surfacing: What makes a brand worth choosing in the first place? For brands, staying recognizable across new channels and consumer behaviors starts with a clear identity. “Strong brand DNA gives you permission to stretch,” said our analyst Suzy Davidkhanian.
Consumers embrace Rx price shopping as prescription costs remain unpredictable
The trend: Consumers are becoming more proactive prescription drug price shoppers and comparing costs across sources, according to a new Model N survey of 1,000 US adults ages 25+. 40% are more likely than a year ago to check a prescription’s price before pickup, versus just 6% who are less likely to do so. 72% have used at least one method to check prices, most commonly calling a local pharmacy (35%), using a price comparison site or app like GoodRx (25%), or checking with an insurer (24%).
Hallmark and iSpot tie TV ads to sales to support outcomes-based KPIs
The news: Hallmark and iSpot partnered to bring outcomes-based measurement to Hallmark’s non-linear TV properties. The deal arrives in time for Hallmark’s Countdown to Christmas programming, which begins October 16. The offering links ad exposure to real-world actions like website visits, box office sales driven by movie trailers, vacation booking, and in-store purchases, per Adweek.
Kennedy elevates AI’s medical role
The news: At a recent MAHA event, HHS Secretary Robert F. Kennedy Jr. said AI can give patients a second opinion that is better informed than any doctor. In response, six physician groups, including the American Medical Association, issued a statement (without naming Kennedy) warning that claims that AI is better informed than physicians can undermine patient trust and diminish physician expertise.
Consumers treat health and wellness as an essential expense
The news: Health and wellness spending is proving resilient as consumers prioritize the category, according to a YouGov report. 31% of US adults are spending more on the category than they were a year ago, compared with 13% who are spending less. Half of those spending money on health and wellness haven’t reduced or stopped spending in any of the subcategories tracked by YouGov. 20% are very or somewhat likely to spend more on the category in the next 12 months.
AI Visibility Index: Apparel and Fashion Movers and Leaders
In Q3 2026, we analyzed 14,540 ChatGPT recommendations across 20 apparel and fashion categories to compile the EMARKETER AI Visibility Index. Our index tracks how often brands are mentioned, how they rank against competitors, and how those rankings have shifted since the previous month. This article will be updated quarterly to highlight our key takeaways for the apparel and fashion industry’s performance.
Sports ad costs soar as broadcasters seek returns on media rights
The news: Sports ad costs are climbing, as baseball ad CPMs alone grew 40% YoY in September, per new Guideline data cited by MediaPost. High demand for live sports and escalating media rights fees are driving sports ad costs higher across leagues. Live sports are a main draw for advertisers. Nearly half of the US population will view live sports this year, per our forecast, while sports accounted for nearly 30% of total US converged TV ad-supported viewing in Q4 2025, according to Nielsen.
Retailers weigh access against control in agentic shopping
The news: Retailers are taking various approaches to agentic shopping as they weigh how best to incorporate the channel into their selling strategies. The examples: Some companies are fully embracing agents. For example, QVC and HSN allow agents to complete purchases on shoppers’ behalf and send product catalogs to OpenAI and Google to boost visibility, David Thompson, senior vice president of product and technology strategy at parent company QVC Group, told The Wall Street Journal.
Prime members are primed to show up for Amazon’s Prime Big Deal Days
The data: A growing share of consumers are primed to shop Amazon’s Prime Big Deal Days, with 70% of Prime members planning to participate, including 23% who already know what they plan to purchase, per CivicScience. That’s up from 65% and 20%, respectively, last year. The findings align with a Numerator survey that found nearly two-thirds of US consumers are considering shopping at Amazon during the event.
Breast cancer campaign targets care gap
The news: Genentech and Breastcancer.org launched a campaign to highlight the need for breast cancer support after initial treatment. The “About Damn Time” campaign focuses on the five or more years of hormone therapy typically needed for women with HR-positive, HER2-negative breast cancer—the most common subtype, accounting for approximately 70% of cases. More than 225,000 US women are expected to be diagnosed with it in 2026.