Credit: Florian Berger via Unsplash
Nielsen’s 2025 global media planning report identifies three trends that are reshaping how brands connect with audiences.
The study, A Guide to Global Media Planning Through Shifting Landscapes, reinforces the need to find the right mix of traditional and emerging digital channels when creating media plans.
The report also identifies the opportunities of retail media advertising and the difference between how generations consume and interact with media.
“Media landscape fragmentation, combined with platform convergence, is creating new opportunities for advertisers to effectively reach their audiences,” said Alison Gensheimer, head of global marketing, Nielsen.
“Cross-media measurement and personalisation are possible, requiring new data sources and methodologies allowing brands to drive more meaningful and beneficial engagement with consumers.”
Despite the rise in streaming, and the growth of Connected TV (CTV), the report says traditional TV is still a significant part of global media consumption, showing resilience in the face of digital competition.
But there is no one-size fits all approach, with some markets, such as Poland, remaining strong in traditional TV viewership and only having about 8% of its audiences’ time spent streaming, which is in sharp comparison to that of the US at 40% of total TV time.
The report says media strategies must be nuanced and adaptable as traditional and digital platforms continue to coexist.
The second trend centres around retail media advertising and the opportunities for brands to reach shoppers at the point of purchase.
And with the difference between how generations consume and interact with media, the third trend identified looks at the planning required for this shift in global media consumption habits.
The trend reiterates the importance of both how content is consumed, and now also how it is produced, distributed, and monetised.
The report says the media industry must continue to account for older generations as they can typically be heavy consumers of traditional media, and reflect this with an advertising strategy that understands the value of differing media types.
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