This seventh edition of "Making Sense: The Commercial Media Landscape" presents a detailed overview of how UK media consumption has evolved, using data from IPA TouchPoints 2025.
It explores shifts in device usage, the balance between digital and non-digital media, and the changing roles of traditional channels in a fragmented landscape. The report also considers the implications of emerging technologies, such as generative AI, and how they intersect with long-standing consumer behaviours.
The report breaks down media usage across age groups and platforms, offering context for both short-term decisions and long-term planning. It highlights patterns of continuity alongside areas of transformation, aiming to support a clearer understanding of how audiences engage with commercial media in 2025.