News Summary:
Extreme Reach's analysis on September 15, 2026, indicated a significant shift in the advertising production landscape, with national production volume down over 20% since 2019, regional markets gaining traction, and brands re-evaluating production methods and talent usage. This followed its September 14, 2026, study, which reported that commercial production volume dipped only 2% in the first half of 2026, after a 25% decline between 2019 and 2025, while California continued to dominate shoots and celebrity pay soared. Earlier, on September 9, 2026, research from Extreme Reach found that 88% of US brand and agency advertisers are actively using or piloting AI in creative production processes, with nearly half using it daily for VFX, motion graphics, and script writing. Previously, insights published on August 12, 2026, by the platform—which powers ad delivery and celebrity payments for 80% of top global brands—highlighted budget approvals as a major challenge for marketers in the creative space, often hindering ad campaign launches. The company also suggested on August 10, 2026, that effective advertising operations, particularly ad delivery, would be a key differentiator for successful campaigns in 2026.
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