Mumbai: Nielsen has launched its highly anticipated 2025 Upfront/NewFront Guide, a comprehensive planning resource for media buyers and sellers. The guide aims to equip industry professionals with critical cross-media insights and audience data to navigate the increasingly complex advertising landscape ahead of the 2025-2026 Upfront/NewFront season.
Americans are devoting an average of 70 hours per week—roughly 10 hours a day—to media consumption across linear TV, connected TV (CTV), radio, smartphones, tablets, and computers, based on Nielsen’s first-quarter 2024 analysis. While smartphone usage has surged by 44% over the past two years, traditional TV still commands around half of total media time. These evolving habits underscore the importance of understanding media trends to optimize advertising budgets effectively.
Key Trends Highlighted in the Guide
- The Converging TV Landscape
The boundaries between linear TV and streaming are fading, with both mediums playing pivotal roles in consumer engagement. Nielsen reports that 88% of U.S. viewers engage with TV monthly, with streaming accounting for 41% of total TV viewing as of October 2024. - Advanced Audience Profiles
Marketers now have access to more nuanced audience data, enabling precise targeting beyond traditional demographics. “Behind the data, there are people in front of screens. Advanced Audience data can help you reach these people with the right message,” said Pete Doe, Chief Data and Research Officer at Nielsen. - Navigating Advertising Complexity
The rise of digital platforms has heightened the need for competitive intelligence. “With rising ad spend and an evolving media landscape, strong competitive intelligence is now essential for staying ahead and making data-driven decisions,” said Akhil Parekh, Chief Solutions Officer for Digital Products at Nielsen.
A Valuable Tool for Industry Stakeholders
The insights provided in the 2025 Upfront/NewFront Guide are tailored to help media buyers collaborate with partners to maximize returns on both linear and streaming investments. Simultaneously, sellers can leverage the guide to differentiate their offerings in an increasingly competitive market.
Nielsen invites industry professionals to explore the full range of actionable insights and strategies included in the guide. To access the 2025 Upfront/NewFront Guide, visit nielsen.com.
This latest initiative reaffirms Nielsen’s commitment to providing the media industry with the tools and intelligence needed to thrive in today’s dynamic advertising environment.
