How TV’s new data-driven capabilities are driving new brands to TV advertising

Examines how the increased targeting capabilities of data-driven TV has allowed new advertisers to enter the medium at lower price points.

This article is part of the March 2021 Spotlight US series, “Media strategies for a shifting US landscape.” Read more

No US media channel has been impacted more by changing consumer behaviors during the pandemic than television. First, it was the surge in viewing in last March, that saw total TV viewing up almost 20% per person over 2019, according to Nielsen. Second, it was the postponement or cancellation of virtually all of TV’s top anchor programming – primarily live sports -- as sports leagues from the NBA to the NHL, MLB and the NCAA’s March Madness basketball...

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