> ## Content Index
> Fetch the complete content index at: https://fabric-media.ghost.io/llms.txt
> Use this file to discover other available public pages before exploring further.

# Spider-Man’s marketing ditched TV, leaned on creators and social video
- URL: https://fabric-media.ghost.io/spider-mans-marketing-ditched-tv-leaned-on-creators-and-social-video/
- Published: 2026-08-11T02:01:16.000Z
- Updated: 2026-08-27T00:48:01.000Z
- Description: Brand New Day generated 11B+ social video views since July 1, with 78% of YouTube views from individual creators, per Tubular Labs. Brands like BMW and Bero skipped TV entirely, betting campaign budgets on creator-driven social instead.
- Author: Fabric.Media Editorial
- Tags: Measurement, John Cassillo

**Why it matters.** BMW and Bero direct co-branded campaign spend to creator-driven social video instead of TV buys, moving marketing budgets away from broadcast for major film tie-ins.

*Signal from* [*TVREV*](https://www.tvrev.com/?ref=fabric-media.ghost.io) *·* [*John Cassillo*](https://fabric-media.ghost.io/tag/by-john-cassillo/) *·* [*read the original*](https://www.tvrev.com/news/tube-trends-spider-mans-swinging-social-success?ref=fabric-media.ghost.io)*.*