There are the doomsayers: The people who contend that quality streaming content, over-the-top alternatives to cable, and addressable TV are the canaries in the coal mine of television.
Standing in their face are the optimists who cite one data point and drop the mic: A record $19.7 billion in 2017 upfront network sales.
The Association of National Advertisers (ANA), earlier this year, jumped into the discussion of the future of television – “Has it already arrived, and we just missed it?” or “Will it ever come?” – and partnered with Cambridge, Massachusetts’ Forrester Research to offer an up-to-the-minute state-of-the-television analysis.
“Is TV planning and buying ever going to change?” Jim Nail, a Principal Analyst at Forrester, asked delegates at the ANA’s 2018 Media Conference. “I’ve been studying this for a long time and it seems like the future of this business is always just a couple of years away.”