Enders Analysis have launched a report commissioned by ISBA exploring how the TV advertising market has evolved over the past three years from the broadcasters' point of view.
ISBA's members have a vested interest in ensuring the health of the television ecosystem, given that it is an unrivalled medium for advertisers to use when building brands. ISBA's goal is a transparent and accountable TV trading marketpIace that delivers value for its members.
The report was commissioned to follow up on the 2021 report, which considered the strengths and weaknesses of the TV advertising ecosystem from the perspective of broadcasters, advertisers and agencies.
Key findings include:
- Broadcasters have made considerable progress - delivering innovative ad propositions offering greater targeting, flexibility and measurement.
- They would welcome the opportunity to work with advertisers to explain the complexity involved in delivering linear and digital campaigns
- Broadcasters believe that issues such as legacy share deals continue to hold the market back. Potential amendments to CRR may allow for a smoother digital transition, benefiting the entire ecosystem.
If you're interested in hearing more, join our webinar on Thursday 13 February from 3-4pm where you will hear from the report author Gill Hind at Enders Analysis and Bobi Carley, Head of TV and Video at ISBA. There will also be an opportunity for Q&A. Register here.