The countdown to the end of the year is on, and now is a great time for media planning teams to reflect on 2025, and prepare for the year ahead.
Here are three key ways that media teams can get ahead of the curve and be ready to kick off the new year with optimal results for clients.
1. Audit channel performance.
Take a look at the past year’s performance and metrics, analyzing to see if KPIs and goals were met and assess which channels were your stand-out performers.
Kantar’s Media Reactions report found that marketers may need to re-evaluate where they prefer to advertise. Notably, for the first time in the report’s history, no platform appeared in the top five across both global consumers and senior marketers, reflecting a seemingly growing divide between marketers’ preferences and consumers’ preferred channels.
When assessing channel performance and setting priorities for next year, also keep in mind the importance of integration. Gonca Bubani, global media director at Kantar, told Ad Age that an increase in consumer receptivity to advertising stems from ads starting to feel more integrated across different media channels, so in 2026, seek to create media plans that deliver unified storytelling across channels and platforms.
2. Review key dates.
Now is a great time to review key dates 2026.
Take note of the timing for 2026’s important holidays, relevant cultural events and tentpole moments, and industry-specific moments. For example, on July 4, 2026, the US will celebrate the 250th anniversary of the signing of the Declaration of Independence, which could be an important moment for your clients to honor.
There are also big sports moments upcoming, such as the Milano Cortina 2026 Winter Olympics, which start on Feb. 6, and the FIFA World Cup, from June 11 to July 19 across 16 cities in the U.S., Canada and Mexico.
By looking forward to the big moments that align with your clients’ objectives, you can get a head start on relevant media plans.
3. Consider engaging with a strategic partner.
Consider whether your team could benefit from additional expertise in the year ahead.
Mediaspace Solutions is an “agency for agencies,” acting as an extension of your team, or offering white-labeled work behind the scenes.
Publisher and platform agnostic, with expertise in print, digital, OOH, radio and more, Mediaspace takes a strategic approach and brings proprietary research tools to ensure your team is driving optimal ROI in 2026 and beyond.
Contact Mediaspace Solutions to find out more about how we can be a strategic part of your 2026 planning process.
