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In december of 2025, we surveyed 1,524 global marketing professionals to understand how they feel about changing viewing behaviors, the rise of streaming and ctv, and solutions for. Nielsen market lift brings together nielsen’s trusted analytics powered by automated and scalable cloud based modeling to quickly deliver results across a range of. In continuous diary measurement markets, topline ratings displays estimates in each monthly report for all stations who subscribe to the june, september, december and march survey. Iqvia, who had the highest global revenue worldwide in 2025, ranked below nielsen in the leading market research companies in the united states, however still accrued. Discover how global marketers are allocating budgets, maximizing roi and what these trends mean for your own… this guide will help fast channels prepare for the future, when search.