The advertising landscape is undergoing significant shifts, with traditional TV ad spending declining and ad-supported streaming platforms failing to fully compensate for this downturn. Molson Coors exemplifies this trend, reducing its U.S. ad budget on traditional TV from 85% in 2013 to 40% in 2023, while increasing its sports programming expenditure from about 50% to 80% in the same period. Despite the hopes that ad-supported streaming TV would revitalize the TV ad business, it has not met expectations, as major streaming players focus on sports and other sectors. Additionally, the vMVPD industry appears increasingly imperiled, and the rise of 'retail media', fueled by customer data, is gaining momentum.
“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
Streaming Was Supposed to Rescue the Ailing TV Ad Business. It Hasn't. https://t.co/eJUuKa8X5m
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."
"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
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
CMO Strategies: Advertisers weigh success metrics and challenges on ad-supported streaming platforms. https://t.co/8tp7BANydF