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Welcome back to The Brief by Kuro House, your daily pulse on the marketing world. Today, we’re diving into the stories shaping the industry, from the highs and lows of major televised events to the evolving landscape of social media partnerships. Settle in as we unpack the most compelling news from the last 24 hours.
Let’s kick things off with a look at the Golden Globes, where this year’s big bets didn’t quite pay off in terms of viewership. According to Adweek, Sunday’s 83rd Golden Globes drew 8.66 million viewers, a drop from last year’s 9.3 million according to Nielsen, and a far cry from the 10.1 million reported by VideoAmp for the previous show. Despite the dip, CBS touted the event as its most social ever, racking up 42 million interactions—a 5% increase year over year. Part of the ratings drop may be chalked up to stiff competition, as the Globes aired opposite an NFL playoff game between the Patriots and Chargers. On the positive side, host Nikki Glaser returned with a well-received monologue and viral sketches, including a quirky “Marty Supreme and Kpop Demon Hunters” mashup. The Globes also introduced a podcast category, with Amy Poehler’s “Good Hang with Amy Poehler” taking the inaugural prize and delivering a memorable acceptance speech. But not all the evening’s gambits were well-received. Viewers took to social media to criticize the integration of Polymarket, a crypto-based prediction site whose odds appeared before category announcements—sometimes spoiling the suspense. Announcers Marc Malkin and Kevin Frazier also drew flak for promoting the odds and offering off-topic commentary, like speculating whether Timothée Chalamet would thank Kylie Jenner. An odd stunt featuring UFC fighters as “security” to promote Paramount’s rights for the sport left audiences puzzled, ending abruptly without much explanation. The lesson here? Even the biggest stages can fumble when the marketing mix feels forced.
That’s all for today’s top stories. Whether you’re reevaluating your approach to live event sponsorships or keeping an eye on the evolving interplay between entertainment and marketing, these moments remind us that audience expectations are always shifting—and that authenticity and relevance are more important than ever. Thanks for tuning in to The Brief by Kuro House. We’ll be back tomorrow with more insights to keep your marketing edge sharp.
