After years of building Broadway back after the COVID-19 shutdown, the industry enjoyed a resurgent 2024-2025 season. But the business is also at a turning point.

Those who work in entertainment know about the “crowded landscape” and the need to “break through the noise.” As Broadway turns toward a new chapter, Broadway News wanted to learn from the advertisers themselves. What are the challenges of advertising Broadway shows in 2025? What are the innovations to which industry mavens need to pay attention? 

Host Ruthie Fierberg chats with Liz Furze, chief executive officer of AKA NYC; Callie Goff, managing director and chief creative officer of SpotCo; Jeremy Kraus, managing partner of Situation; Ilene Rosen, founder of RPM; and Matt Upshaw, chief executive officer of Serino Coyne shared their expert perspectives on advertising in the biz.

What ensued was a dynamic conversation that included 1) how they measure a successful campaign, 2) why every show needs to be a brand — or not, 3) what shows they think have created an effective brand, 4) what they’re concerned about with Broadway audiences, 5) what they think of budgets and more.

Want to watch the video of this conversation? Click here.