LINEAR TELEVISION IS HERE TO STAY. WHERE IS ANOTHER STORY.

When we talk about the potential demise of traditional linear TV, we’re talking about the potential demise of cable and broadcast delivery of linear TV, not linear TV itself. That’s an important distinction as, like the difference between “OTT” and “CTV”, it clouds up discussions about the future of TV ...
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THE FUTURE ISN’T CONNECTED TV, IT’S CONNECTING TV

Only through the holistic and integrated management of all forms of TV media can advertisers achieve better measurement and greater effectiveness, writes Paul Evans. TV is not going anywhere, it’s going everywhere TV has come a long way since the very first commercial was aired over 80 years ago. It ...
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TV ADVERTISERS MUST STOP IGNORING MID-FUNNEL MEASUREMENT: IT’S WHERE THE ACTION IS

If you wanted to see that magic moment when your marketing changes hearts and minds, you’d have to be inside your customer’s head. Short of implanting a chip in their brain (which would be beyond creepy and, naturally, Elon Musk is apparently working on it), the next best thing is ...
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BRAND SAFETY FOR CTV COMES FIRST, PERFORMANCE IS A CLOSE SECOND

Although there is a continued lack of simple, industry-wide standards for cross-media and/or connected TV metrics -- as well as some eye-opening fraud issues -- CTV advertising dollars are estimated to rise to $11 billion. What’s the most important issue? Perhaps a clue is where the actual dollars are flowing ...
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TRADITIONAL TV COMPANIES HAVE A LEG UP IN BIG-ADVERTISER CTV BUYS: STUDY

"Our primary impediment to [advertising] growth at this point is the behavior of TV buyers." That was Roku founder/CEO Anthony Wood, speaking yesterday during the company’s Q4 earnings call. Despite Roku’s high double-digit ad-revenue gains, Wood was expressing frustration and/or puzzlement over advertisers spending $65 billion on linear TV in ...
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2021 WILL BE A ‘BUILD YEAR’ FOR ADDRESSABLE TV

Much has been made about the shift to streaming over the past year, particularly with the launch of Disney Plus, WarnerMedia’s HBO Max, NBCU’s Peacock and a slew of other services. But while streaming may be getting all the buzz, advertisers and agencies have also been leaning into addressable TV ...
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TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

The average daily time spent watching TV increased to nearly four hours last year; time-shifted viewing doubled year on year. In 2020, viewers spent record time watching TV in the 24-year history of people-meter measuring. In the 15+ group, TV was watched nearly four hours a day (3 hours and ...
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NOVA, SEZNAM AND PRIMA ARE THE STRONGEST CZECH MEDIA BY SALES

We have prepared a ranking of the top media on the Czech market in terms of turnover based on sales in 2019. The Nova TV group, the Seznam.cz internet company and the Prima TV group were the three strongest media on the Czech market by sales in 2019. In that ...
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DON’T STOP ME NOW: WHY BRANDS SHOULD CONTINUE TO MAKE THEIR VOICE HEARD

It’s as tough a time as it’s ever been for businesses, and marketing budgets are under extreme pressure, but going dark is a false economy, says Kantar’s Mark Inskip. The latest IPA Bellwether report shows that businesses are cutting marketing budgets as a direct consequence of Covid-19 and Brexit. One ...
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WOLDE: TOTAL VIDEO WINS, LIVE TV HAS THE LARGEST SHARE

There is no division between online and broadcast TV video; platforms support each other and the so-called total video wins today, says Štěpán Wolde. Live TV continues to be the strongest source of video content consumption in the general population older than 4 years in the Czech Republic. Its share ...
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