TV provides advertisers with one of the few opportunities to reach large audiences at once

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 15, 2019, 12:18 PM UTC

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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