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Welcome to The Brief, The Media Leader’s round-up of media news.

Numeris argues that exposure and outcomes are not competing ideas but work together. But neither works well without trust, and that requires a single, transparent, industry-governed currency.

D19’s MD outlines the challenges for SMEs looking to get onto TV.  He shares practical advice on testing, and what more the TV industry can do to serve the ‘FELT’ market.

Market analyst Ian Whittaker has been listing the risks and opportunities for media owners across the next five years. He views small business advertising as a key growth opportunity.

ISBA’s director general admits marketers are struggling to get heard in the boardroom, while lost industry expertise can lead to extreme and binary planning decisions.

Laura Kell, Olya Dyachuk and Marcos Angelides share how brands are working to show up in large-language models and what marketers need from AI companies as the likes of OpenAI are embracing advertising.

Childline is calling on the UK’s advertising and media industry to mark the 40th anniversary of the service in the most fitting way possible.

Welcome to The Brief, The Media Leader’s round-up of media news.

The BBC continues to lead the breakfast time slot, despite Radio 2 seeing marginal declines of 0.6% year-on-year and 0.8% from Q4 2025.

National radio brands across the board saw declines in weekly reach, but green shoots of growth could be found in Bauer’s KISS and Global’s LBC.