His 20-year analysis shows the Big 4's share of global ad spending rising from 16% to 55%, but says there has been little practical change in options for individual advertisers.
Three of the top spots for online engagement for this year's Super Bowl went to pure entertainment marketers. The ad for Warner Bros.' upcoming film "The Flash" led with a 2,373 engagement index,
according to EDO Ad EnGage -- which means it was 24x more effective than the median Super Bowl LVII ad.
The biggest moves will come with realignment as Jon Diament, Karen Grinthal and Greg Regis divide responsibilities among the company's more than 20 cable TV networks. Reports last month suggested the
new Warner Bros. Discovery would cut around 30% of its ad force as part of the goal CEO David Zaslav outlined to investors, to achieve $3 billion in synergistic savings as a result of the merger.
Linear TV networks under the new company including TNT, TBS, CNN and now Discovery Channel, HGTV, Food Network, and Investigation Discovery, now comprise an estimated 49% of company revenue,
MoffettNathanson Research says, looking at the companies' combined 2021 financial data.
Combined revenue for Warner Bros. Discovery is estimated to be $49.8 billion this year -- meaning it will slot in below Walt Disney's $67.4 billion and above Paramount Global's $28.6 billion. But
revenues alone won't be enough to really compete with Netflix, analysts say, in terms of subscribers or viewing for the key growth business of streaming TV and video content from subscription CTV
A merger will "instantly become the largest home of linear impressions, sourcing 28% of the 2020 U.S. viewing time and 24% of U.S. national advertising," MoffettNathanson Research says.
WarnerMedia's movie release schedule in the near term will cater to both exclusive films for cinemas and simultaneous releases for streaming/theaters, says Jason Kilar, WarnerMedia CEO, speaking at a
MoffettNathanson Research investor event Thursday.