The upfront TV ad buying process is slowing down this year, deviating from typical patterns. Key reasons include the increasing complexity of the marketplace, discrepancies with Nielsen's latest ratings system, and confusion over agency roles following client transitions between holding companies. Changes in TV viewing habits due to the pandemic have led to reduced linear viewership and a rise in streaming options. Nielsen's introduction of the Big Data + Panel ratings, expanding audience samples significantly, contributes to these challenges, along with issues concerning pricing and supply in the streaming landscape.
There's so many different dynamics now, it's difficult to say that there is kind of one trend that's driving everything.
There's certain elements of this that are dragging out because you have very limited supply - and you have an abundance of supply where demand hasn't caught up in others.
Nielsen's introduction of its Big Data + Panel (BD+P) ratings increased the sample size of its audience from a panel of 42,000 homes to 45 million smart TV homes.
At the beginning of 2025, Nielsen received accreditation from the Media Rating Council - a big step in validation after losing accreditation in 2021.
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