Definitely a tough time for TV but I don't think it's all doom and gloom. Thanks for the op AdNews Australia. Sorry to those impacted by the recent news. My thoughts on the state of play below: Audiences are down, prices are up, and market sentiment has shifted. Australians are now officially streaming first, and you only need to look at recent SMI (Standard Media Index) data to see how much that’s playing on the minds of media buyers heading into FY25. None of this is new news, but one thing I’ve noticed is shifting attitudes on client side. We are seeing TV move from being a mandatory inclusion, to a mandatory exclusion across briefs on the basis on price and rigidity. Something tells me this is largely driven by an inability to have data driven conversations with CFOs, but that’s not a problem isolated to TV. The cruel irony in all this is that the renaissance of MMM is quantifying TV’s impact better than ever and unsurprisingly it’s telling a good story. With budgets shrinking and a ‘performance’ mindset on the rise, I think there is an opportunity for the networks to address prevailing misconceptions around minimum spends and lean in a testing mindset to unlock the volume of mid-sized players who still want to see their ads on the big screen.
Seven West Media's recent restructure and new operating model, prompted by a consistent decline in TV, has generated mixed feelings within the industry. Our Co-Founder and Head of Clients, Will Harms, spoke to AdNews Australia, calling out the opportunity for networks to revamp their offerings in the face of TV's decline. 📺 "With budgets shrinking and a ‘performance’ mindset on the rise, I think there is an opportunity for the networks to address prevailing misconceptions around minimum spends and lean in a testing mindset to unlock the volume of mid-sized players who still want to see their ads on the big screen." Check out the article below to read more, plus thoughts from Ben Willee and Steve Allen. Chris Pash OAM #HalfDome #AdNews #Seven #Opinion #TV #Digital https://lnkd.in/g4U9HYVK
