Post by Nielsen

The growth story in TV is evolving. Audiences are spending more time in ad-supported environments and across streaming platforms, reshaping how reach is built in today’s fragmented landscape. Black viewers spend 78% of their TV time with ad-supported content, compared to 74% among the general population. Hispanic viewers are also driving the shift, dedicating nearly half (49.7%) of their TV time to streaming platforms. But the real story is where growth is happening. These audiences are driving the shift toward ad-supported and streaming environments, reshaping how reach is built. For advertisers, the opportunity is clear: Align investment with the audiences driving growth. 📊 Nielsen's latest Upfront Planning Guide breaks down the full picture: https://lnkd.in/gvxzBuQg