New times call for new TV planning

James Weinberg

As the TV landscape rapidly evolves, media agencies need to support brands in revamping their media planning processes.

Brands and advertisers are facing an increasingly challenging TV landscape. Hybrid SVOD-AVOD models, like Netflix and Disney+, have augmented the fragmentation of the viewing ecosystem. And the cost-of-living crisis is having a significant impact on budgets – meaning advertisers will face increased scrutiny over their spend for the foreseeable future. 

To navigate this rapidly evolving TV market and maximise the effectiveness of their advertising campaigns, brands must revamp their TV planning process based on four key considerations.

KPIs must be at the heart of TV planning

At the outset of each campaign, brands should establish clear goals and KPIs in...

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