Nielsen: Linear TV still top medium to reach audiences; global ad spend rebounding

NEW YORK — Even though the streaming options available to media consumers is growing and leading to fragmented audiences for advertisers, linear television remains the top medium for reaching audiences globally, according to a new report from market research firm Nielsen. “In aggregate, linear television remains the best way to reach mass audiences, but reach levels are dropping between 2% and 3% each year as viewing behaviors fragment across the growing variety of streaming content,” reads the Nielsen report, published last week. “Despite fragmenting viewership, and in contrast to what many marketers say about their planned spending, global ad spend...