• Total television and video viewing is increasing because it meets basic human needs, especially for relaxation and escape, while new technology offers increasing viewing opportunities and the population continues to age.
  • The challenge for advertisers is not that people will stop viewing but that reaching them efficiently across different types of viewing increasingly will require integrated measurement and technology to optimize a combination of traditional television, targeted television, and online video.
  • Television and video advertising creative content should aim to minimize advertisement avoidance by matching viewers’ needs for relaxation and escape, entertaining them rather than trying to communicate complex information.


A big challenge for advertisers and others is to make sense of the fast-changing and increasingly complex media ecosystem—the “evolving landscape of martech and advertising” (Marketing Science Institute, 2018, pp. 6–8). How do different media complement each other? What different audience needs do they meet? How will media consumption evolve in the future?