Heading into the upfront, Nielsen’s panel + big data remains the dominant currency for publishers and brands to transact in 2026. This comes despite the offering having consistency issues in the last upfront, according to media buyers, and the Media Rating Council recently saying it had found “unusual changes” in panel + big data measurement results.
Regarding the MRC’s findings, a Nielsen spokesperson noted that the panel + big data offering is still accredited by the MRC and that the company adheres to the MRC’s voluntary code of conduct. Likewise, the MRC has said Nielsen has proposed several solutions to issues.
But beyond its measurement offerings and the storylines that follow them, Nielsen’s upfront planning insights are its latest step in expanding its relationships with clients, as the company looks to become a more strategic partner for brands and agencies moving forward.
Though its latest upfront planning data and insights mainly focus on the Adults 18-49 demo, Hughes stressed that Nielsen could get more granular and explore other demos or insights with clients.
“We have so much data and so many ways to look at it,” Hughes said. “I think that people aren’t always aware of that, so we’re always looking for ways to bring value and really be a media intelligence partner, not just a TV ratings company.”
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