Global Ad Trends: TV at a crossroads

James McDonald & Rob Clapp

This report summarises the latest research from WARC's Data platform, with a focus on TV. Key findings include: 
  • 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.
Other key media intelligence includes brands are set to question Snapchat...

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