Nielsen annual marketing report 2025

The global marketing landscape in 2025 is a dynamic one. AI’s rapid evolution and the rise of shoppable advertising present exciting opportunities, but the industry is also navigating global market fluctuations, including supply chain uncertainties and shifting consumer sentiment, creating real challenges. 

Despite these uncertainties, your inherent strength as a marketer—adaptability—is key. Your strategy? Staying connected, no matter the shift. Your long game? Knowing that consistent advertising through the highs and lows builds lasting power. This is the core of what it means to be a marketer in times like these. You’re skilled at adjusting strategies and budgets to connect with customers through every twist and turn. And you understand that consistent advertising investment can lead to stronger outcomes.

Now in its seventh edition, the Annual Marketing Report 2025 is your strategic advantage. We’ve surveyed 1,400 leading marketers around the world to bring you actionable intelligence across three essential strategies for thriving now.

About this report

This is the seventh annual marketing report Nielsen has produced. It’s also the fourth to be global.
The report leverages survey responses of marketers across a variety of industries whose focus pertains to media, technology and measurement strategies.
For this report, we engaged 1,400 global marketing professionals who completed an online survey between Feb. 25, 2025, and March 6, 2025. In terms of seniority level, we engaged global brand marketers at or above the manager level. They all work with annual marketing budgets  of at least USD$1 million, and two out of three with budgets over USD$10 million. Here are the corresponding sample distributions by region. Please keep these sample sizes in mind when reading and interpreting the charts in this report.

Respondents by region

APAC: 350
EMEA: 350
North America: 350
Latin America: 350

Total: 1,400