Don't be shocked to see Facebook's advertising results expand, not contract, when it releases its Q2 earnings on Wednesday. In the middle of a pandemic. Amid an advertising boycott by the world's biggest brands. With rampant social unrest, much of which is pointing its finger at the social network.

Some of the most interesting -- and sometimes surprising -- insights charting the impact of the COVID-19 pandemic on America has come from media stats, but not necessarily the obvious ones. Sure, we all know by now that at-home media usage -- especially for linear TV, connected TV, OTT, and various streaming services -- soared following the beginning of stay-at-home orders in early March. And, according to a UBS analysis of Nielsen data, TV usage levels have already normalized -- and even fallen to pre-pandemic levels (likely mirroring normal seasonal usage trends) -- as America has begun to open up, …

It's been a while since I've heard the old Wanamaker chestnut "half the money I spend on advertising is wasted; the trouble is I don't know which half." And if a new initiative backed by the ARF works out, it's possible nobody will ever repeat it again.

Some skuttlebutt I heard this weekend that "Ad Age" is on the block was incorrect, but the premise of this column -- the more things change, the more they remain the same -- apparently is.