Your guide for the 2025-2026 Upfronts/NewFronts
Cross-media and audience insights for media plans that defy gravity
Advertising today can feel a bit like defying gravity. Download your guide for cross-media data and audience insights, and navigate the complexity
We’re not in Kansas anymore, are we?
The advertising landscape looks pretty different than it did just a few years ago. Streaming and linear TV have been competing for viewers’ attention, media dollars and lucrative sports rights. Digital media is 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.
As TV and digital converge, marketers need to keep people at the center. The right data is critical to make sure you’re speaking to your target audience in the right places. In Nielsen’s 2025-2026 Upfront/NewFront guide, we dive into the trends driving today’s changing media, audiences and advertising ecosystem—so you can plan for the year ahead.
TV is converging
Discover the forces shaping today’s video universe
Audiences are advancing
Understand how to reach the right audience at the right time
Advertising is complex
Learn how you can stand out from the crowd
Plan and negotiate with confidence
As you plan for the year ahead, you’ll need the right data to create addressable cross-media marketing strategies that work. At Nielsen, we understand where audiences are spending their time, and we measure media in all its forms. In this report, we share our analysis of the top trends to help you unlock cross-media planning and measurement, understand your advanced audiences and compete in today’s crowded ad landscape.
Download your guide to cross-media and audience insights for the 2025-26 Upfront/NewFront planning season.
