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. In 2020 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. ISBA commissioned Enders Analysis to produce a report which reviewed the current strengths and weaknesses of the TV advertising market and to consider how it should evolve to the benefit of the wider eco-system. The report offers a knowledge base to allow for constructive discussion.
Download the full Executive Summary below.