Looking forward: TV in 2022 – TV at the tipping point

Ebiquity analysis in the UK suggests that within the next five years, TV may no longer be as reliable for advertisers seeking cost effective reach as it is today.
  • Behavioural changes in TV consumption – once limited to young early adopters – are now cascading through older age groups.
  • By extrapolating current trends, we project that TV advertising is likely to see significant increases in cost with implications for return on investment (ROI).
  • This is being driven by audience declines across most age groups and traditional target audiences, leading to a decline in advertising impacts.
  • The number of impacts delivered to 16-34-year-olds is falling particularly fast. The latest data suggests that other target audiences, such as ABC1 Adults and Houseperson with Children, are also now becoming...

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