New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Advertising on the medium remains valuable given its brand safe environment and consumer’s viewing habits.

This article notes linear TV’s ability to serve ads to a sizeable audience in the face of a fragmenting media landscape. Against high-risk digital ad platforms, linear TV presents itself as a brand safe platform for advertisers.

Four of the major US sports leagues (NFL, NBA, NHL, MLB) are examples of sports content consumed by a “large and reliable” audience. This content is typically seen by viewers in groups, a factor that contributes to the continued advertiser interest in the medium.

The author notes that since TV content is consumed in real-time, it then becomes the fastest platform to launch ad campaigns. With TV content being viewed by large audiences, it “creates a sense of togetherness” among them and is valuable to brands looking to advertise next to such content.

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[3 minute read]

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