These Topics Will Dominate the TV Landscape in 2025

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

Michael Scott, vp, head of ad sales, operations of North America, Samsung Ads: Performance CTV will step into the spotlight, further proving it’s not just a brand-building tool but a conversion powerhouse. For marketers used to social video or search, CTV can feel unwieldy—but next year, we’ll see benchmarks evolve to better capture both upper and lower-funnel success. Advanced machine learning will refine targeting and metrics, making CTV a true “holy grail” for performance. With omnichannel strategies leveraging 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 U.S. advertising sales and marketing, TelevisaUnivision: Measurement will dominate the industry in 2025. The use of big data will be a much larger conversation as media companies explore solutions to better measure their audience. U.S. Hispanics have historically been undercounted in traditional data sets—now is the time to re-evaluate and incorporate big data across measurement methodologies to ensure just and fair 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 content—sports, reality TV, scripted shows, and premium on-demand options. Networks and streaming platforms will collaborate to create bundles that maximize value and meet consumer demand for simplicity and affordability.