Today, 29 April 2021 Enders Analysis have launched their report on the broadcast trading landscape TV advertising: Evolving the model.
The report was commissioned by ISBA following a mandate from our Council to play a proactive role in shaping a vibrant and sustainable media landscape post COVID-19 in the interest of advertisers.
ISBA assembled a Broadcast Task Force, comprising senior members with strong media experience, focused both on short term broadcaster flexibility and longer-term evolution of trading models.
Advertisers have long harnessed the power of television to build their brands and drive immediate sales. TV is a highly effective medium for this due to its unrivalled mass reach, immersive programming environment, and long-form advertising formats. However, younger TV audiences are declining and reaching these cohorts has become increasingly expensive for advertisers.
The report considers:
• The strengths and weaknesses of the current TV advertising ecosystem from the perspective of broadcasters, advertisers and agencies
• What is likely to happen to video viewing and advertising revenues, if the current trajectory is followed
• What changes need to happen to improve the health of the TV advertising market
The report is now available for ISBA members here, or below.