Reporting index

John Cassillo

Covers measurement and creators. Bylines at The Measure and TVREV. Desk record: 12 signals cited since August 2026, 9 published. Updated September 1, 2026.

Indexed from published reporting. Not a Fabric.Media staff byline. Any journalist can ask to be removed.

Coverage

9 stories, newest first.RSS →

Kalshi becomes No. 3 sports betting TV advertiser, ahead of Polymarket

iSpot data shows Kalshi spent an estimated $41.4 million on national linear TV ads this year, 15.3% of sports betting category spend and good for third place.

Measurement food-ads-dominate-likeability-among-top-nfl-commercials

Food ads dominate likeability among top NFL commercials

iSpot’s preseason NFL report finds five of the seven most likeable ads among the 50 most-seen spots are QSR or fast casual, while only two of the top 10 used celebrities.

Aug 30

Streaming why-advertisers-still-snub-youtube-despite-its-tv-sized-reach

Why advertisers still snub YouTube despite its TV-sized reach

Tubular Labs data shows sports made up just 6% of U.S. YouTube views in 2026, even with the World Cup and Winter Olympics airing, and nearly two-thirds of those sports videos ran under one minute long.

Aug 27

Creators tubular-data-maps-which-creators-nfl-searchers-actually-watch

Tubular data maps which creators NFL searchers actually watch

Chartbeat’s Tubular Labs ranked social video creators by affinity among NFL searchers. YouTuber Matthew Geist topped the list at 198x more likely to be watched, but Richard Sherman’s podcast had 5x Fantasy Phenom’s audience despite lower affinity.

Aug 25

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Homepages still drive nearly 2x pageviews via recirculation, Chartbeat finds

Chartbeat data shows homepage recirculation rate rose from 48% to 49% between 2024 and 2026. Sports homepages hit 61%, financial pages nearly double the news average, showing the homepage remains a top traffic driver.

Aug 25

Creators media-giants-strike-direct-deals-with-creators-instead-of-chasing-their-audiences

Media giants strike direct deals with creators instead of chasing their audiences

Disney and Fox are signing deals with creator Dhar Mann to produce content, following his NFL “Chief Kindness Officer” role. Tubular data shows Mann’s July YouTube watch-time outranked many networks, despite minimal audience overlap with Disney’s kids channels.

Aug 25

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Indian media now doubles US YouTube views per Tubular Labs data

Indian media & entertainment creators now pull 2.1x the YouTube views of their US counterparts, per Tubular Labs, while uploading 32% more videos running 20 minutes or longer.

Aug 14

Measurement chartbeat-data-dark-social-and-internal-links-not-google-now-drive-homepages

Chartbeat data: dark social and internal links, not Google, now drive homepages

Chartbeat finds internal traffic and dark social climbing while Google Search and Discover referrals keep shrinking. Publishers betting on search-driven homepage traffic need a new plan as owned channels and untrackable shares take over.

Aug 13

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Spider-Man’s marketing ditched TV, leaned on creators and social video

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.

Aug 10