NEW YORK - January 15, 2025 - Nielsen, a global leader in audience measurement, data and analytics, today unveiled its 2025 Upfront/NewFront Guide, a vital resource for media buyers and sellers preparing for the upcoming 2025-2026 Upfronts/NewFronts planning season. This guide offers essential cross-media data and audience insights to navigate today's complex advertising landscape confidently.
Americans continue to spend a significant amount of time with media-devoting 70 hours a week (or 10 hours a day) across linear TV, CTV, radio, smartphones, tablets and computers in the first quarter of 2024. While smartphone use has grown over 44% in a two-year span, TV continues to represent about half of Americans' total media time. As media buyers and sellers plan for the year ahead, understanding trends across media are critical to optimize budgets and make smarter decisions during this year's Upfront/NewFront negotiations.
Key trends highlighted in the 2025 Upfront/NewFront guide include:
1. Converging TV landscape
The lines between linear and streaming are blurring, with both playing significant roles in audience engagement. Supporting insights reveal that 88% of U.S. viewers across all ages engage with TV monthly, with streaming accounting for 41% of total TV time as of October 2024.
2. Advanced audience profiles
Marketers can enhance targeting strategies by leveraging nuanced data that goes 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.
3. Navigating advertising complexity Understanding digital trends is crucial for making informed decisions in a fragmented media environment. 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.
What this means for media buyers and sellersThe cross-media insights and trends featured in this report are designed to help media buyers and sellers feel confident in the year ahead. With the right comparable metrics, media buyers can collaborate with partners to leverage both linear TV and streaming, while sellers are able to position their offerings uniquely to stand out.
Unlock in-depth insights and strategies by reading the full guide. Visit nielsen.com to access the 2025 Upfront/NewFront Guide today!
About Nielsen
Nielsen shapes the world's media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences-now and into the future. Nielsen operates around the world in more than 55 countries. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact:
Sarah Muratore (sarah.muratore@nielsen.com)
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
01/06/2026
January 6 2026, 05:30 (PST) Dolby Sets the New Standard for Premium Entertainment at CES 2026
Throughout the week, Dolby brings to life the latest innovatio...
01/05/2026
January 5 2026, 18:30 (PST) NBCUniversal's Peacock to Be First Streamer to ...
01/04/2026
January 4 2026, 18:00 (PST) DOLBY AND DOUYIN EMPOWER THE NEXT GENERATON OF CREATORS WITH DOLBY VISION
Douyin Users Can Now Create And Share Videos With Stun...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
07/01/2026
AI has transformed retail and consumer packaged goods (CPG) operations, enhancin...
06/01/2026
Peacock Bringing Dolby Vision and Dolby Atmos to Live Sports ContentPeacock is the first streamer to embrace Dolbys full suite of advanced picture/sound innovat...
06/01/2026
SVG Europe Audio: Listening to the sounds of powder and ice at Milano Cortina wi...
06/01/2026
Quintar Meta Spatial SDK Integration Promises Next-Level XR ExperiencesBy Ken Kerschbaumer, Editorial Director
Tuesday, January 6, 2026 - 9:41 am
Print This...
06/01/2026
Milano Cortina 2026: BBC Sport Previews Broadcast Ops, Studio Setup, Social Medi...
06/01/2026
Dolby's Jason Power on Elevating Live Sports Through Immersive Audio and HDR...
06/01/2026
DAZN's Global CRO Walker Jacobs on the Streamer's Breakout Year in the U...
06/01/2026
California Dreamin': LA28's SVP of Media Jim Bell Previews the Olympic a...
06/01/2026
One Month Out From Winter Olympics Opening Ceremony, NBC Sports in Final Prep fo...
06/01/2026
Advanced HDR by Technicolor and Zinwell Integrated onto ATSC 3.0 Conversion Boxe...
06/01/2026
Fox Sports President and COO Mark Silverman Shifts to Consulting RoleBy Ken Kerschbaumer, Editorial Director
Tuesday, January 6, 2026 - 2:37 pm
Print This S...
06/01/2026
Spotify is launching a week-long celebration spotlighting creators at the center...
06/01/2026
Lorde. A$AP Rocky. JENNIE. Baby Keem. KATSEYE. That's just a taste of who...
06/01/2026
In a live broadcast, L3Harris CFO and Missile Solutions President Ken Bedingfield joined Morgan Brennan on CNBCs Closing Bell: Overtime. Bedingfield discussed...
06/01/2026
First-of-its-kind SSP capability delivers program-level insight and brand suitab...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Boston Conservatory at Berklee Kicks Off Spring Center Stage Season in February Boston Conservatory at Berklee's Center Stage season continues this spring...
06/01/2026
Operative, the preferred advertising management solution provider for the world's leading media brands, today announced a new AOS Services Platform, advanci...
06/01/2026
Beam Dynamics has strengthened its leadership team with two appointments to support the company's next stage of growth. Jonathan Rollman will lead product s...
06/01/2026
MNC Software, a global leader in network management and operational support systems tailored to the broadcast and media industry, has today announced the appoin...
06/01/2026
Friend MTS, the number one anti-piracy provider and video cybersecurity partner in entertainment, media and sports, today announced a partnership with Jasmine I...
06/01/2026
Kiloview, a global leader in AV-over-IP solutions, will showcase its latest innovations at ISE 2026, highlighting the continued evolution of its complete, light...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
06/01/2026
Share Share by:
Copy link
Facebook
X
Whatsapp
Pinterest
Flipboard...
NEW YORK - January 15, 2025 - Nielsen, a global leader in audience measurement, data and analytics, today unveiled its 2025 Upfront/NewFront Guide, a vital resource for media buyers and sellers preparing for the upcoming 2025-2026 Upfronts/NewFronts planning season. This guide offers essential cross-media data and audience insights to navigate today's complex advertising landscape confidently.
