The traditional TV advertising sector is experiencing a significant decline, despite initial hopes that streaming services would bolster the ailing industry. Major players like Molson Coors have shifted their advertising budgets significantly over the past decade, with a notable decrease in traditional TV ad spending from 85% in 2013 to 40% in 2023, while increasing their investment in sports programming from 50% to 80% over the same period. This shift reflects broader industry trends where companies are reallocating their advertising efforts towards more targeted and data-driven platforms, such as retail media, which leverages customer shopping data. Meanwhile, the vMVPD industry faces challenges as only a few players like YouTube TV and Hulu + Live TV seem to thrive amidst these changes.
TV’s annual sales season, when advertisers strike deals for the coming year, is unfolding amid considerable economic suspense https://t.co/hHcE6puUpX https://t.co/hHcE6puUpX
The end of traditional TV advertising. https://t.co/eJpGwLK4Rg
TV Upfronts '24: Where & When They're Happening https://t.co/WsAW22a4bS
“Brands have been preparing for the inevitable decline of television for years, but many had held out hope that the rise of ad-supported streaming TV would plug the gap. So far, that isn’t happening.” https://t.co/57OhX0aipy
At Rebooted TV Upfronts, The Show Must Go On https://t.co/jCUT52VjP8
Upfronts 2024: TV Insiders Ready to 'Sprint' and Schmooze Again After 2023's Strike Disruption (FULL CALENDAR) https://t.co/iEwwuvN2jJ
Streaming Was Supposed to Rescue the Ailing TV Ad Business. It Hasn't. https://t.co/eJUuKa8X5m
UPFRONTS 2024: Full List of New Series Orders (UPDATING) https://t.co/Ki4TaZPhDQ
WSJ: TV advertising “is in secular decline” — while “‘retail media,’ a category that includes the ad platforms of retailers .. is fueled by the troves of data that retailers have about their customers’ shopping habits ..” @WSJ @VranicaWSJ https://t.co/MIsLRXStpf https://t.co/NKsdN7wGuo
"Molson Coors spent ~40% of its U.S. ad budget on traditional TV in 2023, compared with ~50% five years ago and ~85% in 2013... It went from spending about half of its TV advertising money on sports programming five years ago to ~80% this year." https://t.co/bBa2ApM3No
WSJ: "Molson Coors said it spent about 40% of its U.S. ad budget on traditional TV in 2023, compared with 50% five years ago and about 85% in 2013... It went from spending about half of its TV advertising money on sports programming five years ago to roughly 80% this year."
Streaming Was Supposed to Rescue the Ailing TV Ad Business. It Hasn’t. - @VranicaWSJ https://t.co/ITNwBdb19G
“Zaz’s failure to anticipate NBCU’s interest in the NBA,” @DylanByers writes, “has genuinely stunned the senior media executive class with whom I speak regularly.” Read Dylan’s dispatch on David Zaslav’s NBA rights headache: https://t.co/DB8nctnCrL
As the biggest streaming players move into advertising and go all-in on sports, the vMVPD industry looks increasingly imperiled—outside of a few players like YouTube TV and Hulu + Live TV, among others. From @loudmouthjulia https://t.co/TV3oLkvcVX