In the network television advertising business, commoditization and programmatic automation have replaced programming brand equity as the dominant value proposition. This shift has been a reality that I have bemoaned for decades, predicting that the combination of diminished programming brand equity and increased commercial inventory supply would ultimately drive down advertising investments. That's now a reality with total 2023 ad spending projected by The Myers Report to be down 7% compared to 2019.
Content Is No Longer King. Why Studios Have the Upper Hand in WGA Strike Negotiations
