Behind the Numbers: an EMARKETER Podcast What If? A Billionaire Bought CNN or CNBC, Pepsi Was Cut In Half, and Connected Car Ads Were Amazing | Behind the Numbers
Sep 26, 2025
In this lively discussion, Suzy Davidkhanian, Vice President of Content at eMarketer, Paul Verna, and Oscar Orozco tackle wild predictions for 2026. They explore the possibility of a billionaire buying CNN or CNBC, driven by industry shifts and consolidation. Suzy proposes that Pepsi might split its snack and beverage divisions to enhance focus and innovation. Oscar predicts the rise of connected car ads, discussing how data and AI could transform in-car advertising experiences, all while navigating privacy concerns.
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Legacy News Is A Long-Term Buy
- Traditional news networks face structural stress that makes acquisition more likely than immediate turnaround.
- Buyers with deep pockets may view legacy brands as long-term plays rather than quick profit machines.
Buyers Will Super-Serve Core Audiences
- Paul argues acquired news brands would likely 'super-serve' core audiences rather than expand broadly.
- He expects buyers to tailor properties to loyal viewers instead of chasing mass-market growth.
Split Businesses To Unlock Value
- Separate high-growth and low-growth units to unlock shareholder value and focused innovation.
- Spinning snacks and beverages into modular businesses lets investors choose exposure and managers iterate product strategies independently.