These Topics Will Dominate the TV Landscape in 2025

Alan Moss, vice president of global advertising sales, Amazon Ads: Clients are always looking for more full-funnel measurement solutions that accurately measure the success of their campaigns. We will continue to expand our measurement tools across our first-party data, adtech, and measurement partners to provide the transparency and audience insight that brands are looking for in their media plans. In addition to accurate measurement, customers want to reach relevant audiences, which we help them achieve by expanding our offer with 3P publishers and Amazon DSP capabilities.

Michael Scott, vp, head of ad sales, North American operations, Samsung Ads: Performance CTV will enter the spotlight, also proving that it is not only a brand-building tool, but a conversion powerhouse. For marketers used to social video or search, CTV can feel overwhelming, but next year, we’ll see the benchmarks evolve to better capture upper and lower funnel success. Advanced machine learning will improve targeting and metrics, making CTV a true “holy grail” for performance. With omnichannel strategies that leverage first-party data, the narrative is clear: CTV isn’t just where the audience is, it’s where measurable action happens.”

Donna Speciale, president of US advertising sales and marketing, TelevisaUnivision: Measurement will dominate the industry in 2025. The use of big data will be a much bigger conversation as media companies explore solutions to better measure their audiences. Hispanic Americans are historically underrepresented in traditional data sets – now is the time to reassess and incorporate big data into measurement methods to ensure fair and just representation.

Matt Sweeney, Chief Investment Officer, GroupM US: The consolidation of cable networks and the rise of new consumer bundles will take center stage in 2025. Expect streamlined packages that combine must-watch-sports content, reality TV, scripted shows, and premium on-demand options. Networks and streaming platforms will collaborate to create packages that maximize value and meet consumer demand for simplicity and accessibility.