Even prior to COVID-19 shaking up the advertising and entertainment industry, broadcast and cable TV has been barreling towards a fundamental shift in how programming is monetized. Hybrid models via SVOD are now a main revenue stream across the three major broadcast nets (CBS All Access, NBC Peacock, and ABC via Hulu/Disney+).
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Demographic-centric targeting with low accountability of business outcomes, strong-arm purchasing of less desirable inventory to secure the more premium opportunities, arduous cancellation options (especially in the rear view mirror of the pandemic) and anachronistic Upfront commitment calendars are giving way to an audience-centric, addressable, flexible, and more sensible model. Nielsen and others are testing addressable to the HH level with national TV inventory. It appears real change is happening. Or is it?
In the recently released The Myers Report Survey of Advertising and Agency Executive on Perceptions of 80 Sales Organizations, fielded just prior to the COVID-19 crisis, respondents were asked to identify the media companies in which they expected to increase ad investments. Not one of the major broadcast or cable nets made it to the top 10, while innovative, digital video plays like TikTok, Hulu, YouTube, Roku, Instagram, and Twitch all broke through. Agencies and their clients are increasingly screen-agnostic and are doubling down on their investments in data-focused options.
Commentary written byJeff Minsky.
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