- Linear TV continues to dominate global display adspend, but its share is falling.
- TV's reach is unparalleled though linear viewing is eroding as internet penetration rises.
- Live TV still accounts for the majority of rising daily video consumption in the UK.
- TV takes almost two-thirds of brands’ successful, high-budget campaigns.
- TV has the highest ROI and drives the most profit, though its effectiveness may be undervalued in 2019.
- Addressable TV doesn’t square with consumer sentiment, and it will bring challenges to the planning process.
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