ITV

Category: Media and Advertising

  • VDO.AI report outlines 2025 publisher profitability strategies

    VDO.AI report outlines 2025 publisher profitability strategies

    MUMBAI: What’s next for digital publishers navigating the turbulent AdTech seas?

    VDO.AI, a global AdTech powerhouse, has released its much-anticipated “2025: The Year of Publisher Profitability” report, packed with actionable insights to help publishers scale revenue in the face of industry challenges. If you thought the digital ad landscape couldn’t get any trickier, think again—this report doesn’t just highlight the hurdles but lays out the tools to leap over them.

    Did you know mobile advertising accounted for over 60 per cent of digital ad revenue in 2024, hitting a jaw-dropping $400 billion? In 2025, this figure is projected to grow even more, with native ads stealing the show. With advanced targeting and contextual alignment, native ads are expected to deliver 15-20 per cent higher revenue growth. For publishers, this isn’t just a trend; it’s a revenue revolution.

    Want to know the secret sauce for better profitability in 2025? The report points to premium ad formats like video and native ads as game-changers. Rewarded ads—those interactive, opt-in ads that users love—are set to drive a 30 per cent revenue increase alongside an 18 per cent jump in eCPM.

    What about interstitial ads? Brace yourself. With improved strategies and placements, these full-screen gems could make up more than 70 per cent of ad revenue in 2025. Are you ready to take your ad strategy up a notch?

    Despite the usual mid-year dips, VDO.AI forecasts a 20 per cent year-over-year increase in global ad spend for Q1 2025. By Q4, this figure is expected to climb to a stellar 23 per cent. The big question is: are publishers equipped to ride this wave of growth?

    VDO.AI chief business officer Akshay Chaturvedi puts it best, “2025 ushers in a transformative era for publishers, demanding resilience and strategic evolution. This report provides actionable insights to navigate CPM challenges, optimise premium ad formats, and build quality partnerships. By aligning monetisation with engagement and embracing innovation, publishers can discover new growth opportunities and achieve sustained profitability, setting a benchmark for success in digital advertising.”

    OLX head of programmatic advertising, Shanky Bhat chimed in with high praise for interstitial ads, “Interstitial ads have emerged as a top performer for OLX, delivering higher CPMs and revenue impact compared to other formats. With VDO.AI’s expertise, we overcame initial challenges with in-app integrations and now enjoy seamless ad placements. Their consistent results and collaborative approach make them a trusted partner, driving substantial revenue growth and positioning OLX for continued success.”

    The report doesn’t stop at trends; it’s a masterclass in digital advertising strategy. Among its key insights:

    . Video formats like in-stream and out-stream will continue leading revenue charts with improved engagement metrics.

    . Capitalising on seasonal ad surges is crucial, with tailored strategies for each quarter.

    . Choosing the right technology and forming premium SSP/DSP partnerships will be critical for transparency, performance, and competitive CPMs.

    VDO.AI’s report proves that success in digital advertising is about embracing innovation, investing in quality partnerships, and being bold with your strategies. Publishers who adapt will not just survive but thrive in 2025’s challenging landscape.

    If you’re a publisher looking to future-proof your strategies, this report isn’t optional reading—it’s your 2025 survival guide. Ready to dive into a transformative year for AdTech?

     

  • Mukesh Garg named managing director for Ramboll India

    Mukesh Garg named managing director for Ramboll India

    MUMBAI: Ramboll has announced the appointment of Mukesh Garg as its new managing director for India, effective 1 January 2025. A dynamic leader with 26 years of experience, Mukesh is set to bring his tech-savvy vision and transformational leadership skills to the forefront of Ramboll’s India operations. But wait, there’s more—he’s also juggling this role alongside his current position as senior director, head of technology operations in Ramboll Tech. Talk about multitasking!

    Garg is no stranger to Ramboll. Joining the company in February 2020 as IT director, he quickly made his mark by leading the company’s Global IT transformation. By April 2024, he took on the mantle of senior director, technology operations, showcasing his flair for tech and leadership.

    But Garg isn’t just a tech guru. With 18 years of senior global leadership experience across companies like Larsen & Toubro Infotech, AstraZeneca, and Flextronics Technologies, he’s an all-rounder. He’s built global capability centres (GCCs), simplified business processes, and run large-scale programs—all with a knack for fostering collaboration. Essentially, he’s the kind of person you’d want steering the ship when navigating the turbulent seas of today’s business world.

    Ramboll group chief people officer Lone Tvis couldn’t be more thrilled about the appointment, “I’m delighted that Mukesh has agreed to take on the role as managing director for India in addition to his current role. With his leadership skills, strategic vision, and contributions towards building an organisation fit for the future, I know he is the right person for the job. I’m confident that with his strong international leadership background and diverse business experience, he will contribute to making Ramboll an attractive workplace, a collaborative business, and a true partner for sustainable change for our clients.”

    That’s a glowing endorsement if there ever was one. But what does Garg have to say about this exciting new chapter? In his own words, he expressed pride in his journey at Ramboll and a deep commitment to fostering an inclusive, innovative environment, “It has been a pleasure working with great colleagues in Ramboll for the past five years. I’m proud to be working for a foundation-owned, globally integrated company with strong values, and it will be my endeavour to create an enabling and engaging environment where our bright minds can thrive. I look forward to advancing the global vision of becoming an outstanding business and a talent powerhouse of global capabilities.”

    Ambitious, isn’t he? But with Garg’s track record, we wouldn’t bet against him pulling it off.

    In a world where innovation and sustainability are no longer optional, Garg’s leadership could be the game-changer Ramboll needs.

  • Fujifilm India’s heartfelt ad shines light on breast cancer awareness

    Fujifilm India’s heartfelt ad shines light on breast cancer awareness

    MUMBAI: Fujifilm India has unveiled its latest brand film, Maa’s Fight Through My Eyes, under the Stories of More Smiles series, leaving viewers deeply moved. This impactful campaign, set in rural West Bengal, tells the real-life success story of a breast cancer survivor, beautifully narrated through her daughter’s perspective.

    But wait, why should you care? Because this isn’t just another ad—it’s a compelling blend of technology, empathy, and a call to action for early cancer detection.

    The film stems from Fujifilm India’s breast cancer awareness initiative “Find It Early, Fight It Early”, which combines ground-level campaigns with state-of-the-art mammography technology. If you’ve ever wondered how healthcare innovation can create life-changing impacts, this ad serves as the perfect answer.

    Shot against the bustling and vibrant backdrop of Berhampore, West Bengal, the film brings to life the journey of a cancer survivor and her family. As her daughter recounts the emotional highs and lows, viewers see the unwavering dedication of two compassionate medical professionals, Paromita and Ipsita, who symbolise hope in the face of despair.

    The narrative showcases Fujifilm’s advanced diagnostic solutions, enabling early detection and precise treatment, which transformed the survivor’s life. It’s not just about a medical journey—it’s about resilience, human connection, and the unshakeable spirit of a mother and daughter.

    The story concludes on a high note, with the survivor dedicating her second chance at life to raising awareness about breast cancer, handing out pamphlets, and inspiring women to prioritise their health. What’s more inspiring than that?

    What makes this film stand out? Well for starters, the film is directed by Ranvir Kumar Suman and produced by Seaface Films, this project involved over 80 crew members, ensuring every detail of the survivor’s journey was authentically captured. Took over three days to shoot across seven locations, the film doesn’t just tell a story—it transports you straight to the heart of West Bengal. And last but not the least, the project used Fujinon Premista Cine lenses, adding cinematic brilliance to its emotional narrative.

    Fujifilm India MD Koji Wada shared his thoughts, “At Fujifilm India, we are committed to delivering innovative products and solutions that embody our Group Purpose of ‘Giving Our World More Smiles.’ By blending diverse ideas, unique capabilities, and extraordinary people, we aim to create solutions that bring joy and smiles to the world. This brand film reflects our commitment to creating awareness about early detection and showcasing how our innovative solutions can make a real difference. Fujifilm’s advanced diagnostic imaging solutions, combined with the dedication of healthcare professionals, continue to redefine patient care across the country. This brand film aims to inspire millions, shedding light on the importance of empathy, expertise, and innovation in the fight against breast cancer.”

    Fujifilm India vertical head of corporate communications & CSR, Abhi Shekhar Singh added, “At Fujifilm India, our actions are in line with our group purpose of Giving Our World More Smiles. This is the second ad film under Stories of More Smiles which continues to tell the stories that should matter for the society for a social good. Shot over a span of three days across seven locations, the film navigates the truth of the story and every aspect of what happened in the journey from diagnosis to post-recovery in the family of a breast cancer survivor. The film reflects the real ethos of Fujifilm India as a healthcare brand which revolves around empathy and service to the society.”

    Breast cancer remains one of the leading health concerns worldwide, but early detection can save lives. Fujifilm’s campaign doesn’t just raise awareness—it puts actionable steps into the hands of viewers. With initiatives like these, reluctance turns into resilience, and hesitation transforms into hope.

    Isn’t it time to act now, for yourself and your loved ones?

  • Big Bang Social launches Linkit: The ultimate creator’s tool

    Big Bang Social launches Linkit: The ultimate creator’s tool

    MUMBAI: Attention creators! Managing multiple links has just levelled up.

    Big Bang Social (BBS), powered by Collective Artists Network, has launched ‘Linkit’, a revolutionary feature combining collaboration opportunities, creator tools, and community-building under one seamless roof. Oh, and the cherry on the top– it’s completely free.

    With the creator economy booming, juggling endless links, social handles, and affiliate profiles is no joke. Swoops in Linkit: a sleek, customisable link-management tool built specifically for creators. Think of it as the “link-in-bio” on steroids. Want to simplify your online presence? Showcase your portfolio? Drive sales? Linkit’s got you covered.

    Picture a beautifully designed hub where creators can organise all their links in one place, whether for social media bios or personal branding. With custom backgrounds, QR codes, and images, Linkit doesn’t just let you share links – it lets you make a statement.

    Are you a creator monetising your craft? With Linkit, you can easily display products, services, or affiliate links and track performance with real-time analytics. Yes, creators – this means you can finally know exactly which link gets the clicks and which one needs a glow-up.

    Let’s be honest: creators have enough on their plate, from content brainstorming to editing marathons. Simplifying link management shouldn’t be another stress point. But Linkit isn’t just about convenience; it’s about supercharging your presence online.

    Collective Artists Network co-founder & CRO Sudeep Subash said, “We’re excited to announce Linkit as part of our ongoing commitment to provide the best tools available for creators. By combining collaborations, creator tools, and a community-driven platform, Big Bang Social is bringing a much higher degree of convenience to the creator experience.”

    In just two weeks since launch, over 1,000 creators have adopted Linkit. Popular users have already created stunning profiles like these:

       https://creator.bigbang.social/khushifitx

       https://creator.bigbang.social/aditikapur

    Are you next to join the party?

    You can grab Linkit as part of the Big Bang Social app, available now:

       Apple: Big Bang Social – App Store

       Android: Big Bang Social – Google Play

    If you’re a creator, ask yourself: why settle for outdated link tools when Linkit can do so much more? Say goodbye to clunky link trees and hello to a sleek, creator-first experience.

  • Kellanova’s Sonam Pradhan’s date with the Tata Mumbai Marathon

    Kellanova’s Sonam Pradhan’s date with the Tata Mumbai Marathon

    MUMBAI: We normally see her on stage dressed to the T like a corporate executive presenting or taking part in panel discussions around digital marketing and spends. But there’s another side to Kellanova head media & digital marketing Sonam Pradhan: she loves to run, she’s an avid marathoner.

    And boy did she run at the twentieth Tata Mumbai Marathon which finished just a couple of days ago. When she crossed the finishing line, she had covered the full distance of the marathon – the full 42.195 kilometres. Kudos to her as many other media professionals ran only seven kilometers, or 10 kilometres, or the half marathon.

    Which is what she had been doing so far and she expressed that on Linkedin: 
    “Finish the race, Never the run.Completed My First Full Marathon! 42.2 kilometres  taught me discipline, resilience, and the power of consistency—lessons I carry into every aspect of life and work.She came. She ran. She conquered.”

    We don’t know what her timing was like, but completing the marathon is no easy task and only a few million  worldwide have managed to go  the distance. For not only does it require physical strength and stamina, but it also calls for a lot of get-go spirit, the never-say-die attitude even if it feels like you are going to. Some say, the thirty fifth kilometre is when the body wants to give up and that’s when you have to draw up on your reserves –  even if you have ran out of them – and go on. Once the thirty seventh  kilometre is crossed, the legs tend to move forward on their own.

    As they did for Sonam.  And the following five kilometres were a cinch for her!

    More power to this marketing & media professional!

  • Somnath Saha picked as MD of EssenceMediacom, south Africa

    Somnath Saha picked as MD of EssenceMediacom, south Africa

    MUMBAI: GroupM has has promoted Somnath Saha to managing director of EssenceMediacom, south Africa, effective January 2025.

    Saha, a two-time Cannes award winner and the most-awarded executive at GroupM, will leverage his data-driven expertise to drive client growth and talent development.

    “I’m honored to lead EssenceMediacom, addressing the convergence of media and data to reach client objectives,” said Saha. “I look forward to creating an inspiring and innovative work environment that makes our clients and people proud.”

    GroupM sub-Saharan Africa CEO Claudelle Naidoo welcomed Saha’s appointment, stating: “Somnath brings a wealth of experience in solving complex client challenges and converting them into growth opportunities, marking an important milestone in our journey to deliver greater value and growth to our clients.”
     

  • dentsu India makes merry in 2024

    dentsu India makes merry in 2024

    MUMBAI: It’s been a dramatic turnaround of  sorts for dentsu India’s media practice  – the calendar year 2024 that’s just ended. The agency has added  80 brands to its portfolio and achieved a remarkable 10 per cent  growth in billings.

    This accomplishment marks a strong recovery from the previous year’s challenges and sets a goal for ambitious double-digit organic growth in 2025.

    The success can be attributed to dentsu’s unique blend of marketing, technology, and consulting, which has driven innovation and impactful results. 

    “This year has been transformative,” stated dentsu  CEO south Asia Harsha Razdan. He pointed out to  the use of cutting-edge technology and data insights that helped it enhance its core offerings and unlock new growth opportunities.

    Added dentsu Media south Asia CEO Anita Kotwani : “Our success hinges on delivering measurable results for our clients. With data-driven insights, we continuously adapt to market demands and strive to set new benchmarks.”

    Throughout the year, dentsu focused on strengthening client relationships and acquiring new marquee brands, including General Insurance Council, LG Electronics, Skechers, Flipkart, Myntra, and Amazon Seller Services, Akasa Air, Vero Moda,  Sintex, Amazon Seller Services, CK Birla Healthcare, Kotak Mutual Fund, Ardex Endura, Shopper Stop, D DÉCOR, Godrej Properties, HAMDARD, Tata Mutual Fund, Tata Realty, Quick Heal Technologies, Unity Small Finance Bank, Meesho, Waree Energies, Vi-John, Berger Paints, Suzuki, and Be-Rite (Gemini Edibles & Fats), among others.

    The agency’s array of solutions spans traditional and digital media, performance marketing, influencer campaigns, and out-of-home (OOH) advertising. dentsu’s Media Innovations & Solutions team also made notable advancements in branded content, influencer marketing, gaming, and sports, registering a fourfold increase in the business. Collaborative efforts with companies like Meta and Google led to the development of global capabilities in consumer intelligence and retail products.

    The agency introduced some tools in 2024 which gave it that edge over others, leading  to higher client satisfaction and acquisition. These included Retail Media, Performance Practice 2.0, Total Commerce and Spark—an advanced marketing mix modeling tool. With its offerings broadened,  dentsu Media achieved some outstanding results, particularly with dentsu Retail experiencing fivefold growth.

    The Media Practice’s integrated approach, highlighted by the proprietary Media++ Framework, has established dentsu as the industry leader, providing comprehensive strategies for every customer journey stage.

    “We are targeting  a higher double-digit organic growth in 2025,” said Harsha.  “Our focus remains on raising the bar, delivering breakthroughs, and staying true to dentsu’s global vision of Innovating to Impact.”

    With that kind of commitment in place, competitors and the industry had better keep a sharp eye on dentsu’s moves in 2025. For the agency is sure learning to dance and make its clients dance to its market- and customer-winning advertising  and marketing solutions tunes. And it’s learning it pretty fast under its new leader Harsha and team dentsu India. . 

  • Media veteran Yesudas S Pillai and his personal Tata Mumbai Marathon triumph

    Media veteran Yesudas S Pillai and his personal Tata Mumbai Marathon triumph

    MUMBAI: You don’t seem to be getting  it right, no matter how hard you try, should you just surrender and give up? 

    Surrender yes, but, don’t give up , is  the advice of media veteran Yesudas Pillai.

    Yesu  completed the  Tata Mumbai Marathon half marathon with a time  of 2:20 : 36 seconds on the morning of 19 January. In the process, he shaved 10-20 minutes off what he had managed to clock over the past couple of seasons. His  determination and hard work paid off. This milestone victory is the culmination of months of intense training and dedication for Yesu.

    After struggling with his fitness last season, averaging times between 2 hours 30  minutes and 2 hours 40 minutes  he vowed to rebuild and push himself to new heights. The result is a testament to his unwavering commitment to fitness and his ability to overcome adversity.(His previous personal best is 2:02 minutes, however). 

    “I’m overjoyed and humbled by my achievement,” Pillai said. “It’s not just about the time; it’s about the journey, the struggles, and the triumphs. I believe that setbacks are an opportunity for growth, and this experience has taught me to stay focused and push through difficulties. “

    “It’s hard to put into words how it feels to see the results of sheer determination and hard work. This is more than just about a marathon; it’s a reminder that setbacks aren’t the end—they’re just a setup for comebacks,” he added. “To anyone struggling in their own race, remember: progress is progress, no matter how small. Keep pushing, keep believing, and trust the process. The finish line feels that much sweeter when you’ve earned it.”

    Yesu’s  impressive feat showcases his remarkable resilience and perseverance. His journey to run long distance is a true inspiration to anyone striving to achieve their goals.

    As a successful entrepreneur, Yesu has built a reputation for driving innovation and excellence in the business world. His company, Y&A Transformation, helps enterprises connect with their customers by simplifying complex practices and leveraging cognitive and intuitive approaches.

    In addition to his entrepreneurial pursuits, Yesu is an avid cyclist and marathon runner, with a proven track record of 28 years in business building. He has founded and led successful ventures like Triggerbridge and has been involved in various business initiatives, including the launch of Channel Factory, a YouTube measurement partner certified by Google.

    Yesu’s achievements are a testament to his boundless energy, dedication, and innovative spirit. His remarkable accomplishment in the Tata Mumbai Marathon serves as a reminder that, with determination and hard work, anything is possible.

  • Decoding Next Mediaworks Q3 and nine month results

    Decoding Next Mediaworks Q3 and nine month results

    MUMBAI: Next Mediaworks Limited is a holding company with a colourful portfolio in multimedia—think of it as the Swiss Army knife of the entertainment world. Helmed by HT Media and with deep roots in Indian broadcasting, the company has evolved into a jack-of-all-trades, dabbling in everything from FM radio to online news.

    Let’s start with its bread and butter: FM radio broadcasting. Through its Radio One FM stations, Next Mediaworks has become a household name in seven cities, including the media powerhouses of Mumbai, Delhi, and Chennai. Feeling nostalgic for some old-school TV magic? The company also markets television programmes, films, and software—the behind-the-scenes wizardry that keeps your screens alive.

    And it doesn’t stop there. Acting as an advertising agent, providing online music and news, and even diving into internet commerce, Next Mediaworks spreads its wings wide. But how does one juggle all these pies while staying profitable? That’s the million-dollar question as we dig deeper into its financials.

    When you’re in the business of radio, every quarter brings a new tune. For Next Mediaworks Limited, this time, the notes were both harmonious and dissonant. The financial results for the quarter and nine months ending 31 December 2024, paint a picture of a company striving to balance its operational challenges with strategic resilience.

    Standalone Results

    The standalone results for Next Mediaworks in Q3 present a smaller slice of the financial pie—or should we say crumbs? Total income for the quarter was Rs 43 lakh, bolstered entirely by other income, as revenue from operations took a vacation. For the nine months, the total income barely inched up to Rs 44 lakh. The real story, however, is the expenses—and it’s a thriller.

    Employee benefit expenses for the nine months amounted to Rs 24 lakh—impressive if you’re running a lemonade stand, but less so for a media company. Meanwhile, finance costs gobbled up Rs 323 lakh, a jump from Rs 271 lakh last year, making one wonder: Are they financing or fine dining? Other expenses, at Rs 56 lakh, added more salt to the wound. This cocktail of costs stirred up a quarterly standalone loss of Rs 97 lakh and a nine-month loss of Rs 359 lakh.

    EBITDA, the trusty metric of financial health, barely registered a pulse, with Rs 15 lakh in Q3 and a cumulative Rs (36 lakh) for the nine months. Exceptional items stayed out of the picture, leaving the losses to hog the spotlight. The loss per share for Q3 was Rs 0.15, and for the nine months, Rs 0.54.

    Can this standalone operation hit the reset button and find its groove, or is it destined to stay on mute?

    Consolidated Results

    The consolidated revenue for Q3 stood at Rs 1,124 lakh, reflecting a decline from the Rs 1,172 lakh posted in the same quarter last year. However, the nine-month revenue was nearly flat at Rs 3,090 lakh, compared to Rs 3,077 lakh in 2023. Despite these figures, the company faces mounting challenges, as total expenses for the nine-month period surged to Rs 5,233 lakh, up from Rs 5,065 lakh.

    Now, let’s spice things up with the consolidated results—the section where the numbers get all the attention. EBITDA, the shining knight in an otherwise troubled kingdom, stood at Rs 143 lakh for Q3 and Rs 680.76 lakh for the nine months. However, profitability has been elusive, with the company posting a consolidated loss of Rs 632 lakh in Q3 and a whopping Rs 2,143 lakh over the nine months. Talk about a steep hill to climb!

    Let’s not sugarcoat it: the losses weren’t small. Employee expenses totalled Rs 597 lakh for the nine months, and radio license fees alone devoured Rs 1,048 lakh. Meanwhile, finance costs ballooned to Rs 1,739 lakh, up from Rs 1,539 lakh in 2023.

    As Next Mediaworks faces these towering costs, one has to ask: can they trim the fat without losing muscle?

    In a world where Spotify dominates playlists and podcasts grab ears globally, where does traditional radio fit? The consolidated losses may seem like a dirge, but Next Mediaworks is no stranger to finding harmony in chaos. Can it pull off a comeback and compose a more profitable tune?

    Next Mediaworks, through its flagship subsidiary Next Radio, is a prominent player in the radio broadcasting space. Yet, operating in an era dominated by streaming platforms has amplified the pressure to innovate. Radio license fees for Q3 were Rs 351 lakh, while employee benefits expenses climbed to Rs 597 lakh for the nine months, compared to Rs 634 lakh the previous year. Finance costs were another thorn, growing to Rs 1,739 lakh for the nine months, compared to Rs 1,539 lakh in 2023.

    Despite these hurdles, the company maintains a “going concern” assumption, bolstered by support from its holding company, HT Media. How long will this financial backing shield the group from market headwinds?

    While the overall narrative appears grim, there are glimmers of hope. The company has avoided external borrowings and maintains a favourable current assets-to-liabilities ratio. Its strategic focus on maintaining operational liquidity could provide the breathing room needed to recalibrate its business model.

    Moreover, the appointment of Sameer Singh as a non-executive non-independent director introduces a seasoned hand with global experience. His prior leadership roles at GroupM, Google, and ByteDance could inject a fresh perspective into the company’s strategic planning.

    The radio industry may no longer be the dominant force in entertainment, but its relevance endures. The challenge for Next Mediaworks is to harmonise traditional broadcasting with the demands of a tech-savvy audience. Will the company invest in digital transformation, or will it double down on its current model?

    As the financial results highlight, the road ahead is far from smooth. Yet, with strategic backing and seasoned leadership, Next Mediaworks has the potential to rewrite its tune. Investors and stakeholders will be keen to see whether the company’s next quarter hums a more uplifting melody.

    Key financial highlights

    . Consolidated Revenue: Rs 1,124 lakh for Q3; Rs 3,090 lakh for nine months.

    . EBITDA: Rs 143 lakh for Q3; Rs 680.76 lakh for nine months.

    . Consolidated Loss: Rs 632 lakh for Q3; Rs 2,143 lakh for nine months.

    . Standalone Loss: Rs 97 lakh for Q3; Rs 359 lakh for nine months.

    .  Finance Costs: Rs 1,739 lakh for nine months, up from Rs 1,539 lakh in 2023.

  • Media Mastery: Nielsen launches a crucial planning guide for 2025-26

    Media Mastery: Nielsen launches a crucial planning guide for 2025-26

    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.