As we enter 2019, brand marketers and media buyers have higher expectations than ever for television. Whether it's addressable or over the top, there have never been more ways for viewers to watch television and premium video and for media executives to buy and measure it. As valuable as these new tools are, they are still dwarfed by consumer viewership on, and brand investment in, traditional TV. According to Nielsen's Total Audience Report, most viewing today is still linear and live, and the $70 billion U.S. television market is still dominated by ad agencies' investments in network television. Brands need scale, association with brand-safe and relevant content, and proven effectiveness -- and agencies need ease of purchase and efficiency, all areas where traditional network television excel.
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