The Brief – Friday 20 March: World Cup ad revenue forecast, BBC DG, a TikTok-Tubi tie-up and more

⚽ This year’s Fifa World Cup is forecast to inject $10.5bn into the global ad market, reversing a decline from 2022 but lagging compared to 2018. (Warc)

📺 The BBC is expected to name former Google executive Matt Brittin as its next director general in the coming days, according to insiders at the broadcaster. There has been debate around the pros and cons of hiring a director general with tech credentials but no broadcasting experience. (Deadline)

📱 Fox Corporation’s free streaming service Tubi has partnered with TikTok to support prominent TikTok creators in developing original shows for Tubi. Selected creators will develop series across a variety of genres in both scripted and unscripted formats, with creative direction shaped by the creator and supported by Tubi. (Tubi)

🍓 The Guardian has launched Guardian Food Quarterly, a seasonal food and lifestyle magazine debuting this Saturday. The first issue will be included as a free supllement with The Guardian‘s UK print edition, and can also be accessed via the Guardian Editions app. It builds on the title’s food-centred Feast app. (The Guardian)

🎧 Global has launched sentiment targeting within Dax Audio. It utilises real-time signals from listening behaviour, such as time of day and contextual indicators, to allow advertisers to match their brand message with a consumer’s mood and mindset. Global has also introduced enhanced cross-device capabilities in Dax ID using machine learning and listening signals. (Global)

📰 Times editor Tony Gallagher has revealed revenue from digital subscribers is now covering the costs of the combined Times and Sunday Times newsrooms. Both titles had 659k digital subscribers at the end of 2025, up 7% year-on-year, with digital only access costing between £20-£30 per month. (Press Gazette)

🎰 National Lottery operator Allwyn has launched its own in-house creative and content studio, dubbed Studio 59. (Campaign)

👟 Indie social media agency Coolr has appointed Ben Goldhagen as director of sport. In the role, he will lead the launch of a new division at the agency, Coolr Sport, aimed at helping brands engage with sport fans on social. (Coolr)