- Industry Watch: Streaming reached 49.0% of TV viewing in July, more than broadcast and cable combined.
- The Event: What you'll take away from the Forward 2026 event, happening October 29 in New York City.
- Who's Speaking: Scott Galloway, Reddit CEO Steve Huffman, Cody Plofker, and brand leaders from Liquid I.V., Thorne, and MANSCAPED.
- From the Blog: Where upper funnel revenue shows up, and why platform reporting misses it.
- Three Things: Three reads on top of funnel marketing, lift vs. incrementality, and MMMs at peak season.
On Thursday, October 29, Tatari is hosting Forward 2026 at The Glasshouse in New York. It's an afternoon designed for marketers who are deciding what TV should do for their brand next year. There will be brand playbooks, a keynote from Reddit CEO Steve Huffman, a fireside chat with Scott Galloway, and time to compare notes with peers. We're partnering with Tatari for this event, and we'd like to see readers of The Halo there.
Tatari's TV data already flows into Prescient's marketing mix model for brands like Beekman 1802. Their team used it to measure the halo effects its TV campaigns created on ecommerce and Amazon sales, then grew TV's share of its media mix 2.5x.
If you're planning your TV strategy for 2027, or deciding whether to start, RSVP with our link.
Welcome to The Halo. Each week: one piece of measurement analysis, the best of the blog, one real customer result, and three reads worth your time.
Let's dive in.
INDUSTRY WATCH
Streaming is closing in on half of all TV viewing
Streaming reached 49.0% of total TV viewing in July 2026, up half a point from June, according to Nielsen's The Gauge. Broadcast claimed 19.5% of viewership and cable 18.7%, so streaming now draws more viewing than the two combined. YouTube alone set a record at 14.2% of TV viewing.
This shift in viewership patterns is the backdrop for Forward 2026 on October 29.
When you're judging your TV campaigns based on revenue, you need a measurement solution that can account for conversions wherever they happen, like search, Amazon, or a store.
Sources: Nielsen, The Gauge, July 2026 (released Sep 10, 2026), Forward 2026 agenda.
01 · THE EVENT
What you'll take away from Forward 2026
Give us one afternoon in New York for fireside chats and keynotes on how customer acquisition is shifting and where TV fits. Here's what you'll leave with:
Full-funnel TV playbooks from the brands running them. In the "From Reach to Revenue" panel, brands walk through how they turn TV's incredible reach into real revenue. If you're tracing TV's impact on your site, on Amazon, and in stores, start here.
Ideas for TV's biggest moments. A second brand panel, "How Brands Own TV's Biggest Moments," is worth hearing before you set next year's TV strategy.
Current context for 2027 planning. The industry outlook and Tatari's session on building the future of TV advertising both cover what's changing in TV right now.
Perspective from outside TV. Reddit CEO Steve Huffman and Oren John give keynotes, and Scott Galloway and Cody Plofker sit down for fireside chats.
Conversations with peers. The day closes with a networking happy hour alongside other marketers working through the same questions.
- Oct 29 Thursday
- 1:45 PM Program starts, registration at 1:00
- NYC The Glasshouse, 660 12th Ave
02 · WHO'S SPEAKING
Who you'll hear from on October 29
Scott Galloway — NYU Professor, Entrepreneur & Bestselling Author
Steve Huffman — CEO & Co-Founder, Reddit
Oren John — The Internet's Creative Director
Cody Plofker — Operator, Advisor & Growth Marketer
Sidrah Althaus — VP, Digital Marketing, Avocado Green Brands
Isabella Rusher — Director of Media, Liquid I.V.
Rajiv Ragu — VP of Growth, Thorne
Lucas Coyle — Director of Brand and Omnichannel Marketing, MANSCAPED
Kerry Flynn — Emcee
See the full agenda and RSVP →
03 · FROM THE BLOG
Where upper funnel revenue shows up and why platform reporting misses it
Upper funnel campaigns often look like underperformers in platform reporting, because a platform can only count the conversions connected back to a campaign through a click.
This post walks you through all the places upper funnel-driven revenue lands (organic search and direct traffic, branded search, Amazon, retail stores, and retail media) and why platform reporting misses most of the picture. It also covers how upper funnel spend makes lower funnel campaigns more efficient, from growing retargeting and lookalike audiences to making a brand easier to buy from.
It's useful reading before the Forward 2026 event.
04 · THREE THINGS WORTH READING
1. You're underestimating the value of top of funnel marketing
A plain-language guide to what top of funnel marketing covers, how it differs from middle and bottom of funnel work, and why it rarely shows up in an ad platform's conversion data. It closes with how to measure its impact. Read →
2. Lift vs. incrementality: what the difference actually means for your budget
Even though these terms get used interchangeably, this post guides you through their very real differences before diving into what incrementality tests can't tell you, including how halo effects can slip past a narrow test entirely. Read →
3. Why traditional MMMs fall apart during peak sales
During peak periods, ad spend and organic demand spike at the same time, which makes it hard for a standard MMM to tell them apart. It's worth reading now, with Black Friday seven weeks out. Read →
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