尼尔森：2025-2026年跨媒体和受众洞察力指南：打造不受地心引力影响的媒体计划（英文版）（26页）.pdf

1、Copyright 2025 The Nielsen Company(US),LLC.1GravityDefyMediasYour guide to cross-media and audience insights for the 2025-2026 Upfronts/NewFronts planning seasonCopyright 2025 The Nielsen Company(US),LLC.2New ad-supported platforms,experimental ad formats,landmark media rights,radical shifts in view

2、ing behavior.Were not in Kansas anymore,are we?If youre feeling like advertising today is a bit like defying gravity,youre not alone.Its a difficult balancing act,for sure.For a while now,streaming and linear TV have been pulling television in different directionscompeting for viewers attention,medi

3、a dollars and lucrative sports rights.The competition is fierce,with digital media also vying for share of the total media mix.But with increasingly programmatic capabilities,TV is growing more digital by the day and holding its own in terms of winning audiences time.At the heart of it all are peopl

4、e,who are looking for content(and advertising)that speaks to them and their unique experiences.As TV and digital merge,addressable cross-media marketing strategies will require audience segmentation that goes beyond traditional age and gender groups to reach the audience that matters with the right

5、message.To navigate the complexity,youll need the right data to understand how audiences are really spending time across media so you can plan and negotiate with confidence.Lets lift the curtain and review important industry trends to help you ahead of the 2025-2026 Upfronts/NewFronts.IntroductionCo

6、pyright 2025 The Nielsen Company(US),LLC.3Table of contentsSection 1:Changing MediaThe forces driving the video universe todaySection 2:Changing Audiences Are you hanging with the right cohorts?Section 3:Changing EcosystemStanding out in a cluttered advertising worldConclusionAbout Nielsen411182526C