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Advertisers have a golden opportunity to ride on the coat-tails of beloved shows, captivating audiences while they are light-hearted, relaxed and open to branded messaging.

Watch: David Rasmusson also discussed challenges for cross-media measurement and what the Nordics TV market looks like.

Size isn’t the only opportunity. Building good relationships with media owners means jointly understanding what success looks like and ensures client, agency and media owner can unlock mutual growth.

Commercial radio listening fell modestly from Q3 to Q4 to 39.9m, but listeners still grew by 2% year on year.

Commercial audiences helped drive 1.6% growth in total radio listening in Q4 as Global capped off a strong year of growth despite a milder quarter for listening.

The presenter was absent for much of Q4 amid a successful cancer treatment, but the popular breakfast show managed to grow listeners and remain the top commercial broadcast in its timeslot.

Total share of digital listening fell in Q4 and ended roughly flat year on year, according to the latest Rajar figures.

Conversely, a study also found that UK influencers sought to capitalise by posting more content on TikTok.

The media owner will install 1,000 screens and introduce new creative and motion capabilities.

Advertisers have a challenge on their hands when Gen Z are struggling with the concept of truth and represent a wide range of worldviews as they face up to close-to-home concerns.