Daily MIC: Media Buyers See Social Media Spend Continuing to Grow Entering 3Q; “Supergirl” Braces for Multi-Million Dollar Loss; NBCU Eyes Video Games for Future Growth - Report

Research evidence excerpt

Daily MIC: Media Buyers See Social Media Spend Continuing to Grow Entering 3Q; “Supergirl” Braces for Multi-Million Dollar Loss; NBCU Eyes Video Games for Future Growth - Report

Media, Internet & Communications Daily June 30, 2026

TMT Research Guggenheim

GSTMTResearch@guggenheimpartners.com Daily MIC: Media Buyers See Social Media Spend

Michael Morris, CFA Continuing to Grow Entering 3Q; “Supergirl” Braces michael.morris@guggenheimpartners.com

804 253 8025 for Multi-Million Dollar Loss; NBCU Eyes Video

Curry Baker Games for Future Growth - Report curry.baker@guggenheimpartners.com

804 253 8029

Charles Wilber RELEVANT, TIMELY OPINION, ANALYSIS AND NEWS FLOW FOR TMT

charles.wilber@guggenheimpartners.com INVESTING

804 335 3977

Taylor Manley Key News Flow: GOOG/L, META, MSFT, PINS, SNAP, RDDT, TikTok, WBD, CMCSA,

taylor.manley@guggenheimpartners.com FOXA, UMG.AS

804 253 1336

Grayson Glenn KEY NEWS FLOW

grayson.glenn@guggenheimpartners.com

804 253 8053 GOOG/L, META, MSFT, PINS, SNAP, RDDT, TikTok: Third quarter 2026 media buying

trends—where brands plan to spend more and less (Ad Age) - Media buyers are entering the

third quarter of 2026 with budgets that are holding up, though not without caveats. Several

investment leads are finding that spending remains resilient despite economic anxiety,

unstable oil prices and the weight of major sports investments earlier in the year. Others

are finding clients more cautious, with some brands trying to recalibrate after stretching

budgets to participate in the World Cup. Social media spend continues to grow, with Meta

continuing to perform for many advertisers, TikTok spend rebounding after uncertainty about

the platform’s U.S. future and Reddit drawing interest because of its role in AI search

visibility.