Ad-supported TV dominates

72.4% of all TV viewing in Q1 2025 came from ad-supported content, with traditional cable and broadcast networks accounting for over half of that. Nielsen’s new “Ad-Supported Gauge” reveals a reshaped TV landscape where streaming no longer means ad-free. For marketers, linear and streaming are merging into a single performance media opportunity—audiences aren’t skipping ads, they’re simply watching them in new places.

Maps drive local search

One in five local searches now starts on a map app, not a search engine. Google Maps, Apple Maps, and Bing Maps have become key entry points for users looking for nearby businesses or services. Visibility in local listings is now as critical as SERP rankings, giving marketers a reason to treat map optimization as a core strategy rather than a side task.

Performance Max levels up reporting

Google Performance Max campaigns are now more transparent, thanks to new reporting on channels, search terms, and asset-level insights. These upgrades help advertisers understand which combinations are actually driving performance. With better data comes better optimization—campaigns become less of a black box and more of a growth engine.