Television has been in crisis for several years and the media, analysts and advertisers have also been pondering this issue for several years. Despite everything, and due to a lot of lost audience and many brilliant new competitors that appear in the content market, TV has not ceased to exist and advertisers continue to use it to reach audiences. You just have to turn on the TV at any given time to stumble upon an advertising break on a channel.

That the ads have not disappeared and that the advertisers have not jumped ship does not mean, however, that everything is safe. The big winners in advertising Cambodia Email Address investment, the spaces that all advertisers want , are new media, digital channels. They are the emerging value, as TV faces its eclipse.Managing this new situation and responding to changes in fashion will be crucial for television to weather the storm and adapt to the new times. The big question is whether television is really doing it.

What is happening in the US market can be a warning to surfers and an alert about where the future is going and the mistakes that linear television should not make. The data collected by Insider , based on what is happening in the upfront season of American television, invites reflection and presents an interesting paradox.

From the outset, the immediate future does not look as pessimistic for television as it might seem. Thus, the projections of market analysts indicate that advertising investment in television will rise this year. Advertising spending will be 9.3% higher at the end of the year than last year.To continue, and despite the fact that this figure is positive, those responsible for television should not indulge in unlimited optimism, because the reality is much more complex. TV is in a difficult situation and the latest decisions made by those in charge are not helping.

Television is losing its audience and streaming is growing dramatically. Advertisers are spending more money on formats like video advertising or connected television, and those growth in investment comes from budgets previously allocated to linear television.But that’s not the only problem with traditional television: its own strategies are making the situation difficult. TV is asking too much money for its advertising space, so much so that it could be scaring advertisers.

Advertising prices are expected to grow at a double-digit rate (27% increase is expected by some analysts on how much they expect to get televisions in the upfronts) and, as they explain from the industry to the US media, that is causing some advertisers to consider leave TV for digital video and even audio advertising.

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