A lot happens in a week, so every Friday we're going to analyze all the new data and provide you with some of the key takeaways. Welcome to the Friday 5.

This week, in-person events bring consumers closer to brands, agencies face creative challenges, and TikTok’s troubles highlight Pinterest’s potential.

Key stat: Women’s sports are dominating in viewership, and the audience excitement around these athletes represents new opportunities for advertisers. Ad airings during women’s sports events had 40% greater impact on consumer engagement than the average primetime TV ad airing, a 56% YoY jump, according to an EDO report.

• The estimated investment in women’s sports rose 139% from 2023, to $244 million in 2024, per EDO.

Key stat: Relationship challenges between brands and agencies are limiting the quality of creative work. While 76% of marketers and 91% of creative agencies find that strong creative ideas are essential to their organization, few believe they are actually executing them, according to a survey from the BetterIdeas Project.

• 54% of marketers and 75% of creative agency workers think creative work doesn't stand out, per BetterIdeas Project.
• Only 26% of creative agencies and 36% of marketers feel proud of their work.

Key stat: In-person experiences can help brands win back consumer trust. 71% of brands saw a decline in corporate reputation in 2024, and 95% of attendees trust brands more after participating in an in-person event, according to a report from Freeman and the Harris Poll.

• 85% of attendees are more likely to make a purchase post-event, per the report.

Key stat: The uncertainty of TikTok is impacting advertiser investments. The social platform’s cost per thousand (CPM) declined 80%, while Pinterest’s CPM increased 120%, according to an Ad Roll report.

• Pinterest has an audience with high purchase intent. 80% of weekly users have discovered a new brand or product on Pinterest, according to a platform report.

Key stat: Consumers think popular media is lagging in inclusion. Half of US consumers think people with disabilities are underrepresented in TV and film, according to a YouGov survey.

• 64% of Black respondents say white people are overrepresented among film and TV characters, according to the report, alongside 37% of Hispanic respondents, and 25% of white respondents, according to the report.

This was originally featured in the EMARKETER Daily newsletter. For more marketing insights, statistics, and trends, subscribe here.