The first reason has been the case for at least a few years now, since the pandemic has irrevocably changed visualization habits, causing the general decline of the linear audience and accelerating the rise in streaming and connected television visualization options.

“There are so many different dynamics now, it is difficult to say that there is a kind of trend that stimulates everything,” said a multi-aging investment leader who spoke under the guise of anonymity to speak freely.

The buyer has cited a myriad of factors which must be sorted with streaming and platform offers, from price to cancellation options to dollar volume, that all the main streamers seek to increase. “There are certain elements of that lying around because you have a very limited supply – and you have an abundance of supply where the demand has not caught up with others,” said the buyer.

The situation with Nielsen revolves around the introduction by Nielsen of its Big Data + Panel notes (BD + P), which increased the size of the sample of its audience by a panel of 42,000 houses at 45 million smart television houses – a significant change in the size of the sample, to underestimate the question. At the beginning of 2025, Nielsen received the accreditation of the media rating council – a large validation stage after losing accreditation in 2021.

Admittedly, a certain variance in the numbers was expected, and it seemed possible that this new system adds wrinkles in advance. But the leader of investments in a second group of agencies said that the problem was the inconsistency of the figures – the fluctuation continues to go up and down without making sense.

“He is an absolute creepy waste, and he holds conversations with many different portfolio companies,” said the buyer. “Nielsen being Nielsen, the figures are banal. Of their own admission, Nielsen said that adult numbers 25 to 54 are bad, and that most of my offers are concluded on adults 25 to 54 years. ”

The buyer stressed that in the past year, the ratings for a large Hispanic network went from 35% higher in BD + P compared to the panel only at 2% lower in the most recent figures – very divergent. While the figures for a smaller wired networks group fell 23% of the BD + p panel.

With this last example: “If we did this in the right way, their CPM would increase by 23%, then they will now be a higher price than [the parent channel]. So we will not buy any of this network. We are going to pull the dollars from there, and they will probably go bankrupt, “said the buyer.

For his part, Nielsen knows that his new grades are not perfect, but argued that the problems are at best sporadic. “The vast majority of customers on the purchase and sale sides support and encourage the Big Data + panel as money,” a representative of Nielsen wrote in an e-mail. “We are delighted that Big Data + Panel is adopted. We have worked hand in hand with customers for years to reach this point and we are proud to be the first company to gain accreditation for this new border able. We remain attached to our customers so that we can help them achieve their goals. ”

Meanwhile, the second buyer said that they heard competitors from Nielsen, including Videoamp and Comscore, but that the buyer added that the alternatives all have holes in their offers, so that the buyer continues to work on BD + P and said that he was just going to take longer to reach the bottom of the place where the notes settled.

Finally, the movements of a handful of major customers to move the budgets of the North American media from one portfolio company to another – thinking specifically of Coca -Cola and Mars movements of the WPP media to Publicis, as two largest from the last six months – have caused a little confusion on which the agency actually manages initial negotiations. But there are others, from Marco’s Pizza to P&G oral care to Paypal – all of which total $ 1 billion expenses which are currently agency group to another.

“If I will really have to go back and negotiate the inclusion of these customers in offers that I have already concluded, it will be a difficult part of the process,” said a buyer.

Publicis Media refused to comment which group manages which part of the initial negotiations, and the WPP media did not respond to a request for comments at the time of the press.

So when will the market envelop? A buyer said they planned to finalize business from today on July 7 and could be completed by the end of the week.

The first buyer added that it would take the time to get the best offer for customers: “If negotiations take place, it is because it must, to ensure that we offer adequate value at all levels.”

Color by number

No one can deny that the games have had a deep impact on the time spent on different sources of entertainment, especially for young people. It is less clear than it has had people’s brand choices – because advertising through games has experienced its ups and downs over the past decade. Dentsu recently published a report on the condition of the games, and here are some statistics on what she found:

• There is more 3.4 billion players around the world (41% of the world’s population), the time spent in games has increased by 6% from one year to the next
• However, the game only captures Less than 5% of global media investments
• 43% of players Say that a game partnership improves their perception of a brand
• 44% of Twitch viewers bought a product recommended by a streamer
• Gen Z and generation Y are 64% more likely that older generations to discover new brands via mobile game advertisements.

Takeoff and landing

• To have ‘ Advanced media The unit won most of LvmhMedia affairs in Europe AdvertisingAs of January 2026, according to several reports. Forward already manages the media for the luxury brand Holdco in Italy and Latin America.
• Stagwell Assembly launches a new unit called Assembly controlwhich aims to provide security, adequacy and optimization of the brand’s performance to its new programmatic suite.
• Global IPG CEO, Andrea Suarezwould have left the company Holding in the midst of a restructuring which will see most of the global CEOs of the Holding company to be replaced by brand presidents.
• Horizon media has widened its product and data leadership teams with three external hires: Krish Kuruppathh was appointed EVP, technology manager; Jeremy Flynn was appointed EVP, product manager; And Allan Johnston has been appointed SVP, head of programs management.

Direct quote

“There is a real calculation that happens while consumer habits change accelerated and the publishers bury the head in the sand.”

– Matt Barash, commercial director of Nova, responding to an article from the Atlantic “The End of Publishing as we know him”, which was published on Linkedin by former director of Netflix Peter Naylor.

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