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.
美国人继续在媒体上花费大量时间--在 2024 年第一季度，每周在线性电视、CTV、广播、智能手机、平板电脑和电脑上花费 70 小时（或每天 10 小时）。虽然智能手机的使用量在两年内增长了 44%，但电视仍占美国人总媒体时间的一半左右。在媒体买家和卖家为未来一年制定计划时，了解各媒体的发展趋势对优化预算和在今年的 Upfront/NewFront 谈判中做出更明智的决策至关重要。
2025 Upfront/NewFront 指南强调的主要趋势包括
1.不断融合的电视格局
线性和流媒体之间的界限越来越模糊，两者都在观众参与中发挥着重要作用。支持性洞察显示，88% 的美国各年龄段观众每月都会收看电视，截至 2024 年 10 月，流媒体占总电视时间的 41%。
2.高级受众概况
营销人员可以利用超越传统人口统计的细微数据来加强定位策略。"数据背后是屏幕前的人们。尼尔森首席数据和研究官皮特-多伊（Pete Doe）说："高级受众数据可以帮助您向这些人传达正确的信息。
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.
这对媒体买家和卖家意味着什么？
本报告中的跨媒体见解和趋势旨在帮助媒体买家和卖家对未来一年充满信心。有了正确的可比指标，媒体买家就能与合作伙伴合作，同时利用线性电视和流媒体，而卖家则能对自己的产品进行独特定位，从而脱颖而出。
Unlock in-depth insights and strategies by reading the full guide. Visit nielsen.com to access the 2025 Upfront/NewFront Guide today!
关于尼尔森
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, 在 Facebook 上 和 Instagram).
媒体联系方式：
Sarah Muratore (sarah.muratore@nielsen.com)
