The Media Rating Council has concluded the accreditation process for Nielsen’s Big Data + Panel National TV measurement. The measurement pairs what Nielsen calls a “high quality, representative panel” with data pulled from devices in some 45 million homes. The measurement was widely adopted by broadcasters and agencies for the 2024 upfront season.
Looking back at 2024 and at the trends shaping 2025, Winterberry Group sees CTV taking center stage with spending approaching parity with linear TV. One main factor is the arrival of sports coverage in the CTV space. It also sees the creator economy moving beyond mere influence to measurable impact.
IAB’s 2025 Outlook forecasts that ad spend will grow for all digital channels this year, led by double digit growth for CTV, social and retail media. Conversely, spend on linear TV, in the absence of cyclical events like the soccer World Cup or the Olympics, is set to decrease sharply YoY. Eighty percent of buyers will be using or considering gen AI tools for media planning and activation.
Tofu has raised $12 million in Series A funding to support the ongoing development of its AI-powered unified marketing platform. Identifying worsening “martech bloat” as a problem for GTM teams, Tofu is proffering its platform as an integrated marketing solution with gen AI embedded. This intended to avoid the adoption of multiple AI-related tools with overlapping functionality.