Bill Fisher

In today's episode, host Bill Fisher is joined by analysts Paul Briggs, Matteo Ceurvels, and Jasmine Enberg to discuss the pervasive nature of digital in political campaigning. How big is the disinformation problem? And are we in line for an existential AI crisis when it comes to political messaging?

Total media time is on a steady slide in the UK. By 2026, it will drop to below 10 hours per day, the lowest level in a decade. Digital media—particularly digital and social video—is picking up some of the slack, but it won’t halt the decline.

Total media time spent is falling slowly in France—it won’t drop below pre-pandemic levels until 2026. Meanwhile, digital’s proportion of total media time is gaining as traditional media falls out of favor.

Total media time is holding steady in Germany, thanks to traditional media’s dominance and growing digital usage. The balance won’t tip toward digital within our forecast horizon, but this shift is inevitable.

An improving UK economy means digital ad spending in all industries will see healthy growth this year. Retail will still lead total spend, but automotive will receive a boost thanks to significant investments.

Retail continues to lead digital ad spending in France, though its share is diminishing as other sectors gain momentum. Overall, digital ad spending is seeing strong growth, driven by an improving economy and increasing investments across industries.

Gen Z leads in digital usage by most proportional measures. However, social network use cuts across categories, influencing video viewing and digital buying.

GenAI and social are set to heavily influence the UK commerce and advertising landscape in 2025, while thrifty consumer behaviors persist and video viewing shifts to mostly digital.

Bill Fisher Jodi Radke On New Year's Eve, the City of Golden will celebrate one year of limiting kids' access to the flavored tobacco products that often hook them into a lifetime of nicotine addiction.

On today's podcast, we discuss the EMARKETER report, 9 Pivotal Shifts in AI, Regulation, and Advertising That Will Change the Business Landscape. Our analysts will compete in the Great Behind The Numbers Take Off – Top Trends edition, borrowing from the television show, The Great British Bake Off. In the Take Off, we will talk in-depth about how retail media, social and AI will undercut traditional search and will governments protect children from digital ad giants. Listen to the conversation with Senior Director of Podcasts and host Marcus Johnson, Senior Analyst Evelyn Mitchell-Wolf, and Analyst Bill Fisher. Listen everywhere and watch on YouTube and Spotify.