King Arthur Baking Company’s Pandemic Story and MLB’s Short Season

This week, we’re talking about Twitch’s boost in popularity, the IAB’s State of Data report, baseball’s short season and more.

Baseball’s short season is doing numbers. It’s no surprise that sports enthusiasts are excited to have live games back, and the short MLB season is setting TV ratings records for ESPN. The Yankees played the Nationals, and an audience of 4 million viewers tuned in, according to Nielsen, making it the largest audience for an opening night game on record. (The Hollywood Reporter)

The IAB 2020 data report. Get the download on advertising data trends this year, including the impact of COVID on marketing tactics, including data-driven ones. (IAB)

Twitch’s vloggers draw big audiences. With 5 billion hours streamed in Q2 this year, a 2,662% increase year-over-year, the platform known for gaming channels is growing in popularity. Its “Just Chatting” channels are the most-watched Q2, with 498 million hours streamed, a 175% upswing year-over-year. (Ad Age)

King Arthur Baking Company’s pandemic story. In an interview with AdExchanger, the brand’s marketing VP talks about a rebrand after 230 years; demand for flour this year; and an increase in content production for customers. (AdExchanger).