The new TV settlement, with its expanded ad-supported universe and greater reliance on streaming, must provide linear reach replacement that is at least as effective as what it replaces. It must deliver an ad viewing experience everywhere that is good or excellent.
The new settlement must provide TV streaming that is measurable, so buyers can avoid audience duplication. It should support holistic premium TV/video planning, including reach and frequency management and cross-platform inflight campaign optimisation. It must support the scale and granularity of targeting that buyers want, and harness data smarts and data connections to demonstrate ROI as quickly possible.
This new settlement must be sustainable, in the sense that more TV services and inventory are paid for thanks to incremental reach, or at least incremental frequency and attention that buyers need. If it turns into a fight for the same advertising budget, it must achieve buying, selling and operational efficiencies and/or maintain order (and as much new inventory and audience as possible) during consolidation.
The shared ambition for the new TV settlement (at least on the sell-side) should be that marketers spend more on media, or a larger slice of their media budget on TV (thanks to improved effectiveness and efficiency). This event looks at how we establish such a settlement and make an increasingly diverse and content-rich ‘commercial TV’ industry everything it should be in the 2020s.
