Netflix to join the competition for live F1 rights; OpenAI debuts in Super Bowl with $14m ad

ITV is currently in discussions with potential investors regarding its production arm. The major shareholders of the broadcaster are supporting the exploration of a deal for its production division. Early talks have already taken place with investment group RedBird IMI, which acquired All3Media in 2024. The merger of ITV Studios and All3Media could lead to the formation of a production group valued at over £3bn. However, there is no guarantee that a deal will be finalized between the two parties. In the past, the UK government prevented the group from acquiring the Daily Telegraph. Private equity firms CVC and Blackstone, as well as Banijay, a prominent European production group, are also considering potential deals with ITV.

Netflix is preparing to enter the competition for the live streaming rights of Formula One in the US starting in 2026. ESPN currently holds the US rights until the conclusion of the 2025 season. The bidding process for the rights to future seasons is expected to commence soon. Acquiring the rights to Formula One would further solidify Netflix’s presence in the sports streaming sector. Netflix has already established itself as a sports streamer by securing deals for live streaming rights to events like WWE Raw.

During the Super Bowl, OpenAI made its debut in television advertising with a one-minute ad slot that cost approximately $14m. The ad was designed to appeal to a broad audience, avoiding explicit references to AI to ensure that viewers unfamiliar with the technology were not alienated. Amazon still holds the record for the most expensive Super Bowl ad ever aired, with a 130-second-long Alexa ad in 2022 that cost $26m. Budweiser, over the history of Super Bowl ads, has spent nearly $529m, making it one of the biggest spenders on advertising during the premier sporting event.

In conclusion, ITV investors are backing potential merger and acquisition talks, Netflix is gearing up to compete for Formula One streaming rights in the US, and OpenAI made a significant advertising splash during the Super Bowl. These developments underscore the dynamic nature of the media and entertainment industry, showcasing the strategic moves and investments being made by major players in the market.