Your October news round-up 🎃

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Crosstabs in Agent Spark, plus fresh insights on Super Bowl and the future of podcasts

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Hey Emre, here's your roundup of this month's product updates and consumer trends, all designed to help you move faster.

Latest data drops

⚡️ GWI Pulse (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYm-3l5QzW7Y8-PT6lZ3m6VrfKlp76wSljW43hQVf7hmj5YW5smZ4T23Fy0CW5xk7k228q5YfW4n7RJd52P7kXW67-m8C46JLF3W9kcS8054sRw0W5zctBZ9hG8l0W27jnQc6kPy_lW344BKk4sSfwCW8hCn9k6-Q3lZW5ld-Bg12k1mWVrp-QP1sNTHwW6xyhMT1jHh8_VRg1Dj5b4C1pW37d7kB23gdpgW7pGPp38dhNYNW1gwlr22swpv_W9dzbhV2Z8zFmW190WNr7Z0V9HW6hbZ014zj5rKW1r-bCv4wm3mcW8n7my6114dGXN3mDK53z1ZVsW6252gf8YwRNTW1l-KYv3sZr4df6FCZqj04 )

Bringing you consumer insights into the most interesting and trending topics on a weekly basis. Find the latest attitudes in the platform (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYm-3l5QzW7Y8-PT6lZ3mnW65dqhC38z5z0W49VxGQ1LpHYbVMSGfL1XkqdSW1NTYzz1jJp-fW51lQQ66tJG_JW4JK98M8MGRy0W1yLrwb3C-jhtW1dMGWC2YlgGRW9cgNst8wKq9nW6llX8z4S6B_RW5MxgNc739w-0W23B2JN1htGPJW4sjdTQ42TWl_W3wP4tT1WLf_SVcxzCs6bk6mRW6pTxR25NyKzBW7YqrqQ3-QCYLV836VK5LLMvhW27WK3132Z1zrW2csGy-5tTZjDW2-CpSW7j64sCVFgBQq2JjzRDW5wzqK72HKP-FW1fBTm15PMFW3W7yDqxZ8M4SwFW8Qf7Fv3_KP_bf3V8yCx04 ) , including:

🏈 Super Bowl 2027

🥤 Everyday drinks

💎 Lab-grown diamonds

📱 Foldable phones

🧾 Tax season

🌍 COP and climate attitudes

and much more...

📅 Next data releases

Check out our upcoming data release timings (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3pZW73fCgT5nXZkrW8nWcKC6PYfhLVX3zcl7F_BZVW6QtN7W38z_17W793Zx_8FWpsKVxvfnc2bCdTZW47BSYF7g8KBNW2FsLp24sTxbQW6RGtBc5mYDn7W55y7Mw2_7q5_W64ZJZ66rdmqKW1PtVJ_3hT30KW99wgMK7Yp3_cW6dQyPk9fSTM4W1S1pHR2tGnM4W7xbhZg2kr0vwW9g63GP6PNymbW8Wb4BW80jBZcW2sV7s-1l77NNW8Z3FdT6HdGL9N4wYVDm7tSWzW31gr_B6bXhmtW4z1P2r2QJQ3DW3Skl4C4qwz3hW8B0j5x78RKMrW64m5-X80xjc3N5Jd2gTdDCxwW141h3B2QVcRBf2NQSgC04 ) , and get in touch if you want to access any additional data sets.

Insights to start conversations ✨

🏈 The Super Bowl is a stay-at-home event, and the ads are part of the main show (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3nQW4R414C6Vh_jWW4jBm9x3bj6htW4SK8z27M22LXVWQKxb5TM4d8W4sQ-DY2MN6wwW19HnZK5wJLDFW3n-RTV7V2bKgVwhQyf6YzBDCW73dmyF6fr2vNW98Knjr3tlpbfW7Y_Z2Z5t-hDPW6m7bJZ4c4MHxW3RKD667V018tW8cC2dX7GJKxFW1_MYTp7F-93lW3Qzjz76B4HhGW9cC-Tc8_mNQqW1TvX1D2YNSwtW9c46917J8mg-W3VBs3q6RqYgnW2Hb9zN8brX77W2MzHd-4m1m_2W1tHVzC2pQXcvW35Q2XT1QjbhVW2H54kl8GvBhKW3LHWsj15v2_HW7VW_fK2f1rrMW72nQKK7kK5cWf1Rs57Y04 ) . 56% plan to watch live on TV and 58% will be at home, with just 4% heading to a bar or restaurant. The game itself appeals most (44%), but the commercials (38%) edge out the halftime show (36%), even though only 11% would watch just for the ads. Bud Light (40%) and Coca-Cola (38%) top the brands people associate with it, and 61% expect to eat while watching, roughly double the 31% who plan to drink alcohol. It’s a living room event built around snacks and ads as much as football.

📱 Foldable phones have fans, but durability and price are holding them back (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3m0W90--6F1j06KGN8K4T9xm1Mr8W7HJNH74BHn_SW1k9BdM4THF19W5f_Fbr869vXvW803fvQ7ZZTWqW54TC2J1d-hr7W5CH_ds8PFS77W779XLv8gzTTrW7V8GPG6mrsm5N9hpyPSzmbr8W40rwyK7Yp4pcW19xF311wynZGW3s-smG7c0k0RW1tDYwK4_gPNcN77Fr2hcq7JKN3QY1lKSg8nkW4_fw5r9hlwDRW6DT7Kc7Mt4tRN2TkBNNvHVgJW4S72K326bX4TW7mJ7nh5WqRMTW3sy59s4NscT6W9gPc9w1B-gxzVz_7dy2Qz7cYW3J8dSm5GCCxSW9fQ0Pd8wqkNhF7VJg0JxTRff5jv8pF04 ) . 24% of US internet users are very or extremely interested in owning one, while 33% aren’t interested at all. The big screen is the draw (48%), just ahead of the pocket-friendly compact size (42%). But the worries are just as clear: 54% are concerned about durability and 51% about the high price. Foldables have the appeal, but until they feel tougher and cheaper, most people will stay on the fence.

🎙️ Podcast listeners are showing up, but mostly just to listen (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3mrMQbjhPvtGLKVbSkkd6nrQ12W6n40nz4wm1MYW7lbhCP7bMVhyW4HXMRK6hgl2bW7J5Rmd7DBNBYVlj-v42NYRSRW1fX4cs4B1cvWVgCz_N6l-69pN6_pqJh-qm5DW8wwNBD4Jrs4gN5FGcSMpr40vW3Pt1zf1d_jl7W8xZVWL3BvYfqW45l09224wLnfW1X3t0l9c_ZLWW8DSgh_6vHkM5W1qXz3K42fhclW5GxHKx80HykZW6y9FQP1ZJyG6W52C-YN3ndmjXW6BkjrW979yykN4JWsbLvsjKvN3M_bW2_XfKgW1SlqpQ3sYN2YW2MtVF49f6NjLW7p63J251lPSZW70w3RQ76bk5vf2-h_8-04 ) . 51% don’t engage with podcasts or their hosts beyond pressing play, and only 24% follow hosts on social media. Spending is lighter still: 11% have bought or would buy merch, and just 8.9% pay for bonus or ad-free content. Podcasts have the reach, but turning listeners into a community, or into revenue, is still a challenge for most shows.

Product news

📊 Agent Spark to Crosstabs (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3pnW25R8gr2lCLDLTl9fv55LhhZN9gDkqqYMNsVW5b97nt297GntW63zS8385KS93W4r3XPG5wVRLRW3kvQk-2H8fwZW1kd_Kv2zs37CW5tgx8h7l4r1rW1LNqsY690hngW5rjJt81mMt37W7yXH-85h2RptW8fPh133CG36ZW8lkgvq3g4dmwW3sYNqm4KHNq9W4Dx2dX3GKl6hW8-VpMw2h6hDVW5YThC98JXWwtVZrfP565YpJjW3XlpYf86p3s6W6855451QWgXVW2TLcVd2Y_TVnVzHkfK13b_n1W9dyGDb8kxJh5W53KjDy7kJ5zWN1kh16-MrKC4VmtKPz49Ddf2N1QPZ7yf2Ltpf4Cjl-004 )

You can now build crosstabs directly in Agent Spark. Describe the data you’re after in plain language and your crosstab is built for you. From there, you can keep refining it in the chat, open it in Crosstabs to edit and export, or view a read-only version with the new automatic base row and column. Available to all Pro platform users. Not seeing it in your account? Get in touch (mailto:ideas@gwi.com) if you’d like access.

Chart of the month

Spain’s government has called for a general election for November this year, with the election being pitched largely as a referendum on housing policy: one side favoring increased supply of homes, and the incumbent government making the case for increased protection for tenants - including rent controls.

As covered by John Burn-Murdoch (https://insight.gwi.com/e3t/Ctc/T3+113/c1YzQ04/VXjt9P1m--vhW7wQXnz2-xVrnW5n2k0f5WmDV-N5XFYng3l5QzW8wLKSR6lZ3nzW8bW5_Z9gQw5-V9S4Ty2SpxhrVZt6G98P0ZXxN2s62LcRj-fdW10BPGj4K_n2pW4cPZHV4bYWjRW923TNx4yxv_sW8-LcZd3mfR-KV_-YQ13GvVHTW81PDkj3F_5_YW640YTG1gns_vW7ZdrK74Y9Kl-W8QRqRk2V1ybgW8z-wBG78GbfDW5xCppQ7QlJ2bW5CG61t2861HzVp9SXv7yTs-2W31YSZq3-QZ5tW2rF_N669wGVmN84r7trv3jBvVlT9F697_-bSV939Yr76GQRnW3rgx-x5j8pFyW2hpxpN2kcvj8W68s61p8X8jHfW5Xy9XQ1WCnH5W3xzrlk3XxP8vVSttPq4QQcdDdTJ0dC04 ) , it’s a rare example of housing policy moving to the very top of the agenda in a high-income country. But the data shows just how divided the property-owning and property-renting classes are.

This week’s core insight is that people who rent are more likely to think that caps on housing costs - the kind proposed by the Spanish government - are effective. That might seem obvious, but consider what this data is saying: it’s not whether they want them, it’s whether they think they’ll work, period. Material interests don’t just shape what people want, they also inform how they believe the world actually works.

As always, feel free to reach out if you have any questions.

Until next month,

The GWI Support team

Help at your fingertips

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20 October 2026 · 18:00 UTC