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Editor’s note: This marks the debut of TV’s Multiplatform Transformation, a new column by veteran media executive Tom Sly. An expert in CTV and multiplatform monetization, Sly will explore how broadcasters can leverage their linear and streaming platforms to maximize reach and revenue.
Broadcast TV is at a significant inflection point, a time of roiling change in the industry when audiences and advertisers are shifting their viewing and investments. The question is whether the industry can move fast enough to keep up with these changes. I believe we can.
Streaming TV has revolutionized the television and entertainment industries, shifting power from traditional broadcasters to consumers and redefining the ways in which content is created, distributed and consumed.
According to Group M’s December 2024 forecast, broadcast TV ad spending will decline by 3.4% in 2025, while streaming/addressable TV ad spending will increase by 19.3%. In 2029, according to Group M’s projections, streaming TV revenues will surpass linear TV revenue in the U.S. The clock is ticking.
At the 2018 ANA Conference, Marc Pritchard, the CMO of Procter & Gamble, spoke of reinventing media and disrupting mass marketing. He stated that mass media must become “mass reach with one-to-one precision.” Yet seven years later, we are continuing to operate mass media without precision. Yes, we are now streaming our TV brands on apps and FAST channels. However, the vast majority of broadcast TV viewing is still occurring on linear TV, which is not precise.
Advertisers are investing in streaming audiences because they are easy to purchase,