Based on IPA TouchPoints data, Making Sense explores the changing media landscape, audience behaviours, digital transformation and the opportunities shaping effective media planning in 2026.
Featuring expert perspectives from Global, Hearts United, JICMAIL, The Kite Factory, Lumen, Reach, Talon and WPP Media, this year's edition examines media fragmentation, audience reach, the growth of digital consumption, the commercial opportunity among older audiences and the role of human judgement in the age of AI.
Secure your free copy of Making Sense 8: The commercial media landscape to explore the evidence, trends and insights shaping the future of media and marketing.