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# Morning shows sponsor few YouTube videos despite big audience affinity
- URL: https://www.medianexis.com/morning-shows-sponsor-few-youtube-videos-despite-big-audience-affinity/
- Published: 2026-11-13T18:00:11.000Z
- Updated: 2026-11-13T18:00:11.000Z
- Description: TVREV’s John Cassillo reports that Chartbeat data shows Today, GMA and CBS Mornings sponsored just 126 YouTube videos this year, mostly travel and finance. Yet only 6.8% of their social videos carry sponsorships despite viewers showing huge shopping affinity.
- Author: Medianexis Signals Desk
- Tags: Measurement, John Cassillo, TVREV: morning shows video revenue optimization

**Why it matters.** Brands outside travel and finance can use video intelligence data to target underpenetrated morning-show audiences before holiday spend locks in.

*Signal from* [*TVREV*](https://tvrev.com/?ref=medianexis.com) *·* [*John Cassillo*](https://www.medianexis.com/tag/by-john-cassillo/) *·* [*read the original*](https://www.tvrev.com/news/tube-trends-how-morning-shows-can-optimize-video-revenues?ref=medianexis.com)*.*