Observed Signal · Feb 24, 2026 · Industry Roundup · Source: VideoWeek · Impact: 2/5 · Sentiment: Neutral
Agencies Navigate Client Pressures Amid Shifting Media Landscape
This Week in Charts roundup highlights agency and media-market developments: ISBA’s survey of 29 UK media leaders shows broadly neutral or negative views toward principal/proprietary media and accompanies new ISBA guidance on transparency and governance. Mediasense ranked Publicis top for new business wins in 2025 with 1,458 pitch wins; combined Omnicom+IPG would total 848 wins. The IAS/YouGov 2026 Industry Pulse found about one-third of US digital media experts consider AI‑generated content with hallucinations suitable to advertise around, rising to 40% for content that regurgitates or plagiarises. Gracenote data shows the share of Japanese content on major streamers rose from 3% (Jan 2025) to 6.1% (Feb 2026), with Netflix holding the largest share. The piece also notes recent agency revenue growth and related stock moves for Omnicom and Havas.
Summarises multiple industry signals—agency fee pressure, principal media guidance, new-business rankings, and AI content suitability—that are useful for market participants but not a single major platform policy or technical change.
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Key Takeaways & Evidence Grounding
- ISBA surveyed 29 members of its Media Leaders Group and found UK advertisers are overwhelmingly neutral or negative toward principal/proprietary media.
- ISBA published guidance titled 'Proprietary Media: Transparency, Governance and Effectiveness'.
- Mediasense ranked Publicis with 1,458 new business pitch wins in 2025; Omnicom and IPG are reported separately but combined would total 848 wins.
- IAS and YouGov's '2026 Industry Pulse Report' found ~33% of US digital media experts consider AI-generated content with inaccuracies/hallucinations suitable to advertise around; tolerance rises to 40% for regurgitated or plagiarised content.
- Gracenote Data Hub reported the share of Japanese content across Netflix, Amazon Pime Video, Disney+, Apple TV and Paramount+ rose from 3% (Jan 2025) to 6.1% (Feb 2026); Netflix has 9.5% Japanese content and South Korean content comprises 9.8% of Netflix titles.
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Week in Charts: CTV Shares, Retail Media Shift, AI Ads
VideoWeek’s 'Week in Charts' highlights industry data and market moves: Pixalate data shows Samsung held the largest share of open programmatic CTV impressions in the UK (31%) in Q1 2026 while Roku led the US (36%), with Amazon Fire TV second in both markets. eMarketer forecasts China’s share of global retail media ad spend to fall from 44% (2026) to 42% by 2029 while the rest of the world rises from 20% to 22%; the US is expected to remain at ~36%. An IAB UK/MTM survey found half of UK consumers comfortable with AI-generated background images, but a majority uncomfortable with fully AI-generated people in ads. TiVo research shows in-car video is most commonly used to entertain children and is watched more often when parked (41.8%) than moving (31.7%). The piece also summarises recent stock movements affecting adtech and media companies.
CTV Growth Soars as UK Trust in TV Ads Rises
VideoWeek’s 'Week in Charts' roundup highlights multiple industry data points: Netflix’s UK ad-tier households grew 13.11% quarter-on-quarter in Q4 2025 (Barb’s Establishment Survey), driven by the Stranger Things finale; Disney+’s ad tier grew ~13% while Amazon Prime’s was largely flat. UK research shows rising trust in advertising across channels — TV trust rose from 33% in 2021 to 46% in 2025 (Credos) — while influencers remain the least trusted (25%). CTV viewers value convenience features such as starting a show from the beginning (77%), resuming where they left off (76%) and instant 'watch next' episode playback (76%) per Oliver & Ohlbaum. A study from the IPPR found BBC News is notably absent from ChatGPT answers. The roundup also notes broad downward pressure on agency and ad-tech stocks, Comcast’s relative resilience after Q4 results, Thomson Reuters’ 5% YoY Q4 revenue growth, Apple overtaking Google in market cap, and Amazon’s 14% stock fall after a large capex forecast.
AI, TV OS Entrants, and UK M&A Rebound
VideoWeek's Week in Charts (28 April 2026) highlights industry trends: behavioral-advertising commentator Rory Sutherland reflects on AI reshaping the ad industry; Omdia projects incumbents (Google Android, Samsung Tizen, LG WebOS) will lose share as new TV OS entrants VIDAA, Titan and TiVo gain ground, collectively forecast to reach about 30% of European TV OS shipments by 2030; Moore Kingston Smith reports UK media and marketing M&A rebounded in Q1 2026 with 118 deals, including Publicis’ acquisition of AdgeAI and several Havas purchases; the World Federation of Advertisers survey finds rising short-termism among senior marketers (70% prioritise immediate objectives, up from 61% in 2025); separate research from WARC/GWI shows roughly half of internet users support age verification on social platforms. The newsletter also lists recent stock moves across agencies, TV, publishers, ad tech and tech names.
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