MUMBAI: Media buyers, sellers, and anyone who’s ever struggled to untangle the intricate web of audience metrics, rejoice!
Nielsen has just dropped its 2025 Upfront/NewFront Guide, a comprehensive playbook aimed at conquering the complexities of today’s media landscape. With its blend of actionable cross-media insights and forward-looking trends, this guide ensures you don’t just survive the 2025-26 planning season—you thrive.
Did you know you’re spending 70 hours a week with the media?
Yes, you read that right.
Americans clocked an average of 10 hours a day across devices like TVs, radios, and smartphones in Q1 2024. While smartphones are hogging the spotlight with a 44 per cent growth in usage over two years, TV still holds its ground, commanding half of all media time.
How do media professionals keep up? Nielsen’s guide decodes the numbers to help media buyers and sellers sharpen their strategies and negotiate effectively during Upfronts/NewFronts.
Top media trends for 2025
1. TV’s converging realities:
The battle between linear and streaming is heating up! 88 per cent of U.S. viewers tune into TV monthly, with streaming taking a juicy 41 per cent share of total TV time as of October 2024. The takeaway? You need a dual approach to capture eyeballs.
2. Profiles get personal:
Forget bland demographics. Today’s advanced audience data digs deeper, enabling marketers to send targeted messages that stick. As Nielsen chief data & research officer Pete Doe aptly put it, “Behind the data, there are people in front of screens. Advanced Audience data can help you reach these people with the right message.”
3. The digital dilemma:
Rising ad spends and fragmented platforms demand a razor-sharp understanding of digital trends. Nielsen’s chief solutions officer for digital products Akhil Parekh nailed it, “With rising ad spend and an evolving media landscape, strong competitive intelligence is now essential for staying ahead and making data driven decisions.”
What’s in It for you? Whether you’re a media buyer looking to maximise ROI or a seller hoping to stand out, the guide’s actionable insights give you the edge. From finding harmony between linear and streaming to leveraging cutting-edge audience profiling, Nielsen’s roadmap ensures you’re not left spinning in the media whirlwind.
The 2025 Upfront/NewFront Guide isn’t just another boring report—it’s your secret weapon to winning the ever-changing media game. Ready to stop guessing and start dominating?
Still want more? Dive into the full guide today at nielsen.com and transform the way you approach media planning.
