In this week’s Week in Charts: Colgate-Palmolive rebuilds brands through advertising, WPP hits out at Publicis Groupe’s Epsilon, and UK broadcasters lean into YouTube.
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UK Broadcasters Lean into YouTube for Long-Form Content
UK broadcasters are increasing their volume of long-form content on YouTube, as they look to the video-sharing service to distribute and monetise their content. According to Ampere Analysis, Channel 4’s share of long-form content on its YouTube channels has grown from 31 percent in 2023 to 72 percent in 2025. Meanwhile ITV’s has grown from 14 percent to 31 percent over the same period, and the BBC’s from 5 to 24 percent.
“The main advantage for any traditional media company engaging with YouTube directly is demographic: As of Q1 2025, 85 percent of consumers between 18-24 (and 67 percent of all consumers) watch YouTube at least monthly,” said Josh Rustage, Senior Analyst at Ampere. “Given this, Channel 4 is leveraging new long-form content specifically designed for social platforms to engage Gen Z viewers via its dedicated social video-first YouTube channel @Channel4.0 and the 4Studio production arm that produces content for social platforms. This content is typically personality-led and influencer-driven, often taking the form of Reality show-style dating or social experiment programmes or challenges.”
Misaligned Metrics and Data Challenges Pose Barriers to Proving ROI from Digital Spend
Global marketers are under increasing pressure to prove ROI for their ad spend, but technical and organisational barriers are still posing difficulties. According to a new survey from Nielsen, misalignment on metrics, data challenges and internal silos are among the major obstacles cited by marketers when it comes to measuring ROI from digital spending.
“To be successful in today’s challenging environment, marketers need to get everyone onboard from the very start and be very clear about the campaign’s objectives, what the milestones will be, and how performance will be measured along the way,” said the 2025 Nielsen Global Annual Marketing Survey. “No amount of data can make up for the dysfunction that comes with misaligned expectations and siloed internal teams.”
Apple TV+ and Paramount+ Show Momentum in Barb Survey
Paramount+ now reaches more than 3 million UK households, according to Barb’s most recent Establishment Survey. The streaming service now ties with Discovery+ for the streaming service with the fourth-highest penetration (of those measured by Barb), behind Netflix, Amazon Prime Video and Disney+. Meanwhile Apple TV+ continues to grow in the UK, while Now subscriptions have declined over the last two quarters.
WPP Stock Takes Another Hit as Mark Read Steps Down
WPP’s share price fell 3 percent yesterday after CEO Mark Read announced his departure after nearly seven years in the role. The agency group’s stock price has declined almost 10 percent over the past three weeks amid restructuring and repositioning efforts, including rebranding its media unit GroupM to WPP Media, a move that reportedly entails widespread layoffs at its media agencies.
The Week in Stocks
Agencies
Shares in S4 Capital dipped almost 4 percent after the agency group cut its full-year revenue forecast, citing tariff uncertainty affecting spending among its tech clients.
TV
Warner Bros. Discovery’s stock price declined yesterday, when the media company announced plans to separate into two publicly traded companies.
Publishers
Shares in Future are trading closer to its stock price of one month ago, following a six percent jump last week.
Ad Tech
Nexxen’s share price dropped 9 percent last week, and has fallen 14 percent from its 52-week high last month.
Tech
Tech stocks rose on Monday following trade talks between the US and China, spurring investor optimism about progress on trade deals.
