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Welcome to The Brief by Kuro House, your daily dose of marketing intelligence. Today, we’re diving deep into the latest stories shaping the media and marketing landscape—from the real edge in AI, to streaming showdowns and the ever-evolving world of cable news. Let’s get right into it.
First up, let’s talk about the real edge in AI marketing, as explored in a recent Adweek article, “The Real Edge in AI Marketing is Human Thinking.” AI is undeniably everywhere. Boards are demanding AI roadmaps, marketers are automating campaigns, and content is being generated at an unprecedented scale. The tools are dazzling, and the promises are intoxicating. But the article makes a critical point: tools alone do not create strategy. We’ve hit what’s being called the “AI plateau.” After the initial hype, companies are realizing that simply having access to advanced technology doesn’t automatically create differentiation in the market. An AI-generated ad or an automated audience segment might look impressive, but if it isn’t grounded in a clear, strategic decision, it’s just noise—sophisticated, but hollow. The article emphasizes that real competitive advantage comes from the thinking behind the tool. AI can produce outputs, suggest targeting, even identify trends, but it can’t answer the fundamental questions: What problem does your brand solve? Who is your true audience? Why should your message matter? Those remain human questions. The danger is that without a guiding framework, AI can actually amplify misalignment and accelerate errors, making noise louder, not clearer. The article uses audience segmentation as an example: AI might identify a highly engaged niche, but if that audience doesn’t align with your brand’s core value proposition, you risk wasting budget and diluting your message. The takeaway here is powerful: strategy is not a prompt. It’s a human discipline that must lead AI, not the other way around. The organizations that thrive will be those that use AI to accelerate insight and efficiency, but always within a framework of clear, strategic decisions.
Shifting gears to the world of cable news, Adweek’s “Here Are the Cable News Ratings for September 2025” offers a detailed look at how recent events have shaped viewership. The top story in September was the killing of Charlie Kirk and the political fallout that followed, which drove increased interest in cable news across the board. Fox News led the pack, pulling in 2.541 million total viewers in primetime, with 280,000 in the coveted Adults 25-54 demo. That’s a 10% bump in total viewers and an 18% jump in the demo from August. Year-over-year, Fox was the only network to record any improvements in total viewers for either primetime or total day, even as demo numbers slipped. Fox’s “The Five” was the most-watched program with nearly 3.9 million viewers, while “Hannity” led the demo. MSNBC finished second overall, but saw declines in the A25-54 demo both month-over-month and year-over-year. Its most-watched show was “The Rachel Maddow Show,” with 1.865 million viewers. CNN saw gains from August, up 22% in primetime total viewers, but compared to last year, it’s still down significantly. Notably, NewsNation posted double-digit year-over-year growth, and Fox Business’ simulcast of Fox Weather First beat CNBC’s “Worldwide Exchange” in the demo for the first time ever. The granular breakdown reveals a fiercely competitive landscape, where even small shifts in programming or major news events can dramatically alter the rankings.
Speaking of media moves, another piece from Adweek, “Fox’s Distribution Looks to Maximize IP With New Senior Sales Exec,” highlights Fox’s latest play to expand its programming reach. Prentiss Fraser, president of Fox Entertainment Global, has announced the appointment of Matt Hanna as senior vice president of sales for the Americas. Hanna will oversee all sales in the U.S., Canada, and Latin America, leading licensing and distribution strategy, and focusing on maximizing both original and acquired IP across linear and digital platforms. Hanna brings nearly two decades of experience, most recently as SVP of global distribution at Sony Pictures Entertainment. Fox is clearly doubling down on its investment in content monetization and distribution, following other recent executive hires, including the addition of Puja Vohra as chief marketing officer and EVP of ad sales. The goal is clear: leverage strong leadership and strategic partnerships to expand Fox’s footprint and maximize the value of its intellectual property across all platforms.
Turning to the streaming wars, Adweek’s “Streaming Ratings, Week of September 1: Netflix’s Wednesday Snaps Back to No. 1” shows just how powerful a hit series can be. Jenna Ortega’s “Wednesday” dominated Nielsen’s Top 10 Overall Streaming chart, racking up 3.338 billion viewing minutes in the first week of September. That’s more than the next three titles combined, and marks the third-best week for a single title this year—surpassing even its own previous record. What’s interesting is that 69% of “Wednesday’s” audience watched the first four episodes of the new season, and over half of the total audience was in the Adults 18-49 demo, making it a true cross-generational hit. Netflix had a strong showing overall, with six titles in the top 10 and all four titles that crossed the billion-minute mark. “My Life With the Walter Boys” climbed to second place with 1.134 billion minutes, especially popular among adults 50 and older, whose share of the audience nearly doubled from the previous week. Rounding out the top five were “Unknown Number: The High School Catfish,” “KPop Demon Hunters,” and Disney+’s “Bluey.” The lower half of the chart featured everything from Netflix’s “Orphan Black” to Disney’s “Lilo & Stitch” and Prime Video’s “The Summer I Turned Pretty.” The streaming landscape remains fiercely competitive, with Netflix’s content strategy continuing to pay off in audience engagement and time spent.
Finally, let’s take a look at some notable moves and moments in media, courtesy of Adweek’s TVNewser column, “Ticker: Former CNN Boss Opens Up About Mental Health in New Book.” Tom Johnson, who led CNN in the 1990s, has released a new book, “Driven: A Life In Public Service And Journalism From LBJ To CNN,” where he candidly discusses his battle with depression. Johnson recounts telling Ted Turner about his mental health struggles during his interview for CNN president, only to find Turner had faced similar challenges. Johnson’s openness was also on display in a recent NPR interview and during a CNN appearance with former anchor Judy Woodruff, who wrote the book’s foreword. The article also notes the recent passing of Javier Merino, a beloved entertainment journalist with CNN en Español, and the network’s heartfelt on-air tribute. On the industry front, C-SPAN has been named the official media partner of America250, the upcoming 250th anniversary celebration of U.S. independence, promising comprehensive coverage across all platforms. Meanwhile, NBC News promoted Stephanie Gosk to senior national correspondent, and Erin Doherty is moving from CNBC to Politico as a polling and campaigns reporter. In the world of streaming, Fox Nation has landed the U.S. exclusive rights to “Elizabeth Taylor: Rebel Superstar,” a three-part docuseries produced by Kim Kardashian, debuting October 6. The series promises an intimate look at Taylor’s life, her business empire, and her pioneering activism.
That’s a wrap for today’s Brief. Whether you’re navigating the AI plateau, tracking the fierce battles in cable and streaming, or watching the movers and shakers in media, one thing is clear: strategy, adaptability, and human insight remain at the heart of success. Thanks for listening—stay sharp, and we’ll see you tomorrow.
