Their ad budgets are shifting from linear TV to digital channels like CTV and social media, but big TV events still garner significant spending.

Live football still concentrates attention at scale: Super Bowl LX delivered historic reach across platforms despite a modest YoY decline.

As healthcare and pharma ad spend shifts to digital, discover the CTV, social, and search trends redefining media strategy in our latest forecast.

Big media acquisitions and streaming integrations will contribute to consolidation in connected TV (CTV) ad spending.

Pharma linear TV ad spending totaled $1.25 billion in Q3, with prescription drug commercials taking the leading share of national TV ad spending for the quarter, according to iSpot.tv. Pharma marketers are reallocating more of their budgets toward digital—especially connected TV (CTV) and social media—for more precise targeting and measurement gains. However, linear TV is still important for Big Pharma, especially for mainstream events like live sports, to drive board awareness of common health conditions. We expect linear TV’s scale, trust, and cultural relevance will keep it in the mix for the foreseeable future.

Advertisers battle economic difficulties as they head into upfront negotiations.

Nielsen is sunsetting its legacy panel-only measurement this year. What do advertisers need to know as they prepare to transact on big data-based metrics at scale?

The traditional TV bundle will further decay as more live sports embrace streaming.

For several years in a row, the four largest US P&C insurers have cut ad spending, leading to a steady decline in TV ad impressions.

Catch up on the big events and trends shaping how advertisers measure linear and connected TV advertising.

As connected TV gradually eclipses linear, the measurement space continues to evolve. The market’s in for another year of transitioning from a single dominant currency to multiple currencies.

As economic uncertainty lingers, the dust has yet to settle on the TV currency battlefield. We review what’s changed since last year and which networks support which Nielsen alternatives.

New advertising forecasts for Netflix and Disney+ shed light on streaming advertising’s evolution.

These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

This weekend’s Super Bowl sees legacy brands return and new players emerge: High consumer spending and TV ratings have both old favorites and new industries buying ad spots.

Connected TV and programmatic video ad spending continues to exceed expectations in the US.

Connected TV ad spending continues to expand substantially.