Ebiquity: Is TV approaching a tipping point for reach?

Andrew Challier

Andrew Challier

February 4, 2019 - Andrew Challier [pictured], Chief Client Officer at Ebiquity, writes: From the advent of commercial television in the middle of the 20th century – late 1930s in the US, mid 1950s in the UK – TV quickly established itself as the dominant advertising medium. Brands looking to reach mass audiences at scale made TV the go-to medium of choice for decades. And although digital media have been disrupting the marketing landscape for almost 20 years, TV today still remains the safest bet for building reach, delivering ROI, and generating profit at scale. At the start of 2018, Ebiquity benchmarks showed that TV still commanded an ROI advantage of approximately 40% over other media lines. But the question is: for how long?

Today we’ve published a new, evidence-based assessment of what’s happening to TV viewing and how this will shape the effectiveness of TV advertising in the medium-term future; the next three-to-five years. Our report – TV at the Tipping Point? Looking forward to 2022 – suggests that TV may no longer be the reliable route to reach it has been for so long. The market is approaching a tipping point, where audiences are shrinking and rising costs are threatening the primacy of linear live TV in delivering a high ROI. Our study is based on changes to TV advertising and viewer behaviour in the UK, but we believe the findings have global resonance and significance.

Download the report here. More...