3Keymedia

convergencetrends

Aguidetoglobalmediaplanningthroughshiftinglandscapes

Introduction

Introduction

Theglobalmedialandscapeof2025isakaleidoscopeof

shiftingpatterns,wheretraditionalboundariesblurandnew

opportunitiesemergeinunexpectedplaces.We‘reobservingchangesintechnology,generationalpreferences,andindustrypracticesthatareinfluencinghowaudiencesengagewith

contentandhowadvertisersreachthem.

Thismediaplanningguideisyourlensintothisnewreality.

We‘vesiftedthroughthenoisetoidentifythekeyforces

shapingourindustryaroundtheworld.Ourgoalisn‘tjustto

describewhat‘shappening,buttoequipyouwiththeinsightsneededtonavigatethischanginglandscapewithconfidence.

Intoday‘sreality,themediaecosystemhasevolvedintoa

farmorenuancedandmultifacetedenvironment.Streaming

platforms,socialmediaandevenretailspacesarealljockeyingforapieceoftheadvertisingpie.Theconvergenceiscreatingarichandcomplexmosaicoftouchpointsforbrandsto

connectwithconsumers.

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Copyright?2025TheNielsenCompany(US),LLC.2

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B

A

Trend1:

Findingthebalancebetweentraditionalanddigitalmedia

Aschannelmixbecomesmorecomplex,balancinginvestmentacrosstraditionalandemergingchannelsischallenging

butnecessary.

3keytrends

Asyouplanyouradvertisingstrategiesfor2025,stayingaheadofevolvingtrendsiscrucialformaximisingcampaignimpactandaudienceengagement.Inthisreport,wehighlightkeytrendsthatarereshapinghowbrandsconnectwithaudiencesandhowyoucanleverage

themtoenhanceyouradvertisingefforts.

Trend2:

Seizingtheopportunityinretailmediaadvertising

Therapidgrowthofretailmedia

advertisingoffersnewopportunities,buteffectivenessvarieswidelyby

industryandobjectives.

Trend3:

Planningforthe

generationalshiftin

mediaconsumptionhabits

Generationaldividespersist.

Differentagegroupsconsumemediaindistinctwaysindifferentmarkets,demandingtailoredapproaches.

Trend1

FindingthebaIance

betweentraditionaIanddigitaImedia

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ConnectedTV(CTV)devicesandstreamingserviceshaveseensubstantialgrowth,

particularlyincountriesliketheU.S.,wherethey‘vebecomethemostpopularviewing

method.However,thisdevelopmentdoesn‘tsignaltheendoftraditionalTV.Ontheotherhand,traditionalTVhasshownremarkableresilienceinthefaceofdigitalcompetition.

InmarketslikePoland,traditionalTVviewershipremainsstrongandcontinuestodominate

viewingtime,withonlyabout8%oftimespentstreaminginthefirst-halfof2024.Eveninthe

U.S.,wherestreamingmadeupabout40%of

audiences’totalTVtimeduringthesameperiod,77%ofhomeswerereachedbyCTVdevices—indicatingfurtherroomforgrowth.ThiscontrastbetweenPolandandtheU.S.illustratesthe

variedpaceofthistransitionglobally.

Thetrendsuggeststhatglobalmediastrategiesneedtobenuancedandadaptable.Whilemuchofmedia’sgrowthliesindigitalplatforms,the

presentrealityisacomplexenvironmentwherebothtraditionalanddigitalplatformscoexistandservedifferentviewerpreferences.

Figure1.1

Shareoftimewithstreamingvariesacrossmarkets1H2024

11.2%

22.5%

U.S.

38.3%

28.1%

6.3%

8.2%

33.2%

22.2%Poland

30.2%

Cable

Satellite

Terrestrial

StreamingOther

●Broadcast●Cable

Streaming●Other

Note:Theanalysisincludesallstreamingviewingminutes,notjustthosesupportedbyadvertising.

Source:NielsenNationalTVRatingsplusStreamingPlatformRatings,Persons2+,U.S.;NielsenSinglesourcePanelData(LinearTV&Streaming)-TVsetAMRdata,TVConsolidated+7,Poland

Figure1.2

ThegapbetweenlinearTVandCTVcontinuestogrow

TVreachintheU.S.

TotaluseofTVset

Live+time-shiftedTVreachCTVreach

100%

75%

50%

25%

0%

Q12022Q22022Q32022Q42022Q12023Q22023Q32023Q42023Q12024Q22024

Note:TheanalysisincludesallCTVviewingminutes,notjustthosesupportedbyadvertising.

Source:NielsenNationalTVRatings,Persons2+,U.S.

Findingthebalancebetweentraditionalanddigitalmedia1

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ActionpIan

Despitetheriseofstreaming,

traditionalTVremainsasignificantpartofglobalmediaconsumption.

Foradvertisers

Youneedtodevelopmarket-specific

strategiesthatbalancebothtraditionalanddigitalplatforms.Ifyouprioritisestreamingplatformsinyourmediamix,consider

maintainingapresenceintraditional

broadcastandcabletocapturethestill-

significantaudienceswithinthesechannels.

Findingthebalancebetweentraditionalanddigitalmedia1

Forpublishers

Thekeyfocusshouldbeonoffering

integratedsolutionsthatcombineyourlinearTVandstreamingassets.Highlighttheuniquestrengthsofeachplatform,whileproviding

advertiserswithunifiedsalespackagesandconsistentmeasurementacrossboth.

Toeffectivelynavigatethiscomplexmedialandscape,youneeda

Howcanwehelpyou?

comprehensivecross-mediasolution.

NielsenONE

empowersyoutoconfidentlybuildaudiences,planandmeasureacrosschannels,and

connectyoureffortstobusinessoutcomes—allfromasingleplatform.

Trend2

Seizingtheopportunity

inretaiImediaadvertising

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Copyright?2025TheNielsenCompany(US),LLC.

Seizingtheopportunityinretailmediaadvertising2

Retailmediaadvertisingisevolvingrapidly,

expandingbeyondsimplesponsoredlistingstoencompassafull-funnelapproachwithon-sitedisplaysandoff-siteads.Thisevolutionalignswiththegrowingimportanceofretailmediain

globalmarketingstrategies,asevidencedby

Nielsen‘s

2024AnnualMarketingReport

,whichfoundthat68%ofglobalmarketersconsider

retailmediamorecrucialtotheirstrategiesthaninthepreviousyear.

Acrossvariousmarkets,thespendonretail

mediaadvertisingisincreasing.Amazonad

spendinJapanalignswiththis,showing

consistentmonth-over-monthgrowth.However,thisupwardtrendisnotuniformacrossall

industrysegments.IntheU.K.,aboutathirdoftopelectronicsadvertisersallocate20%ofmediabudgetstoAmazon—incontrast,12ofthe30leadingcosmeticsbrandsspendverylittlethere.

Theeffectivenessofretailmedianetworksis

closelytiedtospecificindustrydynamics,targetaudiencesandmarketingobjectives.Hence,

simplyattemptingtokeeppacewithperceivedindustrytrendsmaynotyieldoptimalresults.

Figure2.1

SteadygrowthinAmazonretailmediamonthlyadspend

AmazonRetailMediamonthlyadspendinJapan(USD)

100,000,000

75,000,000

50,000,000

25,000,000

Aug'24Sep'24Oct'24Nov'24Dec'24

Source:NielsenAdIntelRetail,August-December2024,Japan

Figure2.2

IndustriesareinvestinginretailmedianetworksatdifferentratesAdspendbychannelintheU.K.

2%

3%9.9%

10.9%

Cosmetics

61.4%

10.9%

4.7%

8.5%

11.9%38.9%

Electronics

14.6%

19.1%

●Internet

Retailmedia

Social

Television

Radio

●Outdoor

●Press

Television

Social

●Internet

●Outdoor

Retailmedia

Radio

Cinema

●Press

Note:Welookedattheadspendofbrandedadvertisers.Thisincluded10ofthetop30electronicsadvertisersand12ofthetop30cosmeticsadvertisersintheU.K.

Source:NielsenAdIntelRetail,6May-1Sep2024,UK

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ActionpIan

Retailmediaadvertisingisrapidlyevolving,offeringanotherchannelforadspendbeyondtraditional

digitalandofflinemediaplatforms.

Foradvertisers

Tomaximiseretailmediaimpact,analyze

competitorspendingandchannelallocationtoinformglobalmediaplans.Utilize

independentmeasurementsolutionsto

ensurecomparabledataacrossplatforms,enablingyoutoplanandevaluatecampaignperformance.Leveragefirst-partydatafortargetedadsandinvestinrobustanalyticsforfull-funneloptimisation.

Seizingtheopportunityinretailmediaadvertising2

Forpublishers

Investinseamlesscross-platform

integrationtohelpadvertisersseethe

valueinaholisticapproachforbetter

mediaplanning.Implementindependent

measurementstandardswithtransparent,third-partyverifiedmetricstoboost

advertisers’confidenceandposition

yourselfasavaluablepartnerforeffectiveretailmediacampaigns.

Theadvertisingecosystemdemandscomprehensivemarketintelligence

andactionableinsightstodrivesuccess.

NielsenAdIntel

equipsyouwith

powerfulinsightstonavigatethecomplexadvertisinglandscapewith

confidence.Itallowsyoutoanalysespendingpatterns,identifyemerging

trends,andbenchmarkperformanceagainstcompetitors,enablingyouto

optimisestrategiesandmaximiseROIacrossvariousmarketsandplatforms.

Howcanwehelpyou?

Trend3PIanningforthegenerationaIshift

inmediaconsumptionhabits

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Planningforthegenerationalshiftinmediaconsumptionhabits3

Asignificantgenerationalshiftisreshaping

globalmediaconsumptionhabits,withyoungergenerationsacrosstheglobeembracingdigitalmediawhileoldergenerationsmaintaina

preferencefortraditionalTV.

IntheU.S.,viewersaged2-34spendover60%oftheirtotalTVtimeonstreamingservices.InThailand,GenZreportsthelowesttraditional

TVviewershipat47%,favoringdigitaloptions,whilethe55+demographicreportsthehighestat62%.

Butthisisonlypartofthepicture.OlderviewerstendtowatchalotmoretotalTVthantheir

youngercounterparts,sothe75%U.S.viewers65+spendwithlinearTVaddsuptoalotmorehours.WeseesimilartrendsinThailandwith

allmediatypeshavinggreatertotalreachwitholderaudiencesthanyoungergenerations.

Thistrendisreshapingnotjusthowcontentisconsumed,buthowit‘sproduced,distributedandmonetisedonaworldwidescale.Asdigitalnativescomeofage,they‘reusheringinaneradominatedbyon-demandstreamingservices,mobileviewingandpersonalisedcontent

algorithms.Butthemediaindustrywillalso

needtocontinuetoaccountforolder

generationswhocanbeheavyconsumersofmediaandmaintaintheirallegiancetomoretraditionalforms.

Figure3.1

Streamingdominatesyouth,traditionalTVholdsolderaudiences%oftimespentonmediaplatformsbyagegroupintheU.S.

Person

12-17

Person

18-24

Person

25-34

Person

35-49

Person

50-64

Person

65-99

100

75

50

25

0

Person2+Person

2-11

●Broadcast●Cable

StreamingOther

Note:Theanalysisincludesallstreamingviewingminutes,notjustthosesupportedbyadvertising.

Source:NielsenNationalTVRatings,Persons2+,October2024

Figure3.2

MediahasgreaterreachwitholderaudiencesTotalreachofvideoplatformsinThailandbygeneration

100

75

50

25

0

●GenZ&GenY

Mature(40+)

TVSocialmediaOTTboxAVODSVOD

Note:TheMaturedemographicis40+.

Source:NielsenCross-platformratingsNationwide4+,Jan-Jun2024,Thailand

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ActionpIan

Thisgeneration-drivenshiftinmediaconsumptionunderscorestheneedforadvertisingopportunitiesacrossmediatypes.

Foradvertisers

Developamulti-platformstrategyandtailoryourcontentandmessagingthatresonates

withtheviewinghabitsandexpectationsof

differentagegroups.Tomeasuretheimpactofyourapproach,implementcross-platformmeasurementtoolstotracktheeffectivenessofyourcampaignsacrossbothtraditional

anddigital.

Planningforthegenerationalshiftinmediaconsumptionhabits3

Forpublishers

Today‘sadvertiserswantmorethanjustadspace—they‘relookingforpartnerswho

understandtheirgoals.Offeradvertiserscross-platformpackageswithdetailed

audiencedataandinsightstohelpthemoptimisetheircampaigns.

Implementingeffectivestrategiesacrossdiverseagegroupsandmedia

Howcanwehelpyou?

platformsrequirespreciseaudiencetargetingandmeasurement.Traditionaldemographicslikeageandgenderarenolongersufficientintoday‘scomplexmedialandscape.

NielsenMediaAnalytics

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