Advertising a digital sales event on traditional media may not be as necessary.
The bundling of Disney+ and Hulu is seen as a way to increase the potential audience for advertisers.
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.
"Only ad networks/exchanges showed lift," reads an analysis from Standard Media Index, which shows video sites crashing 9% due to year-ago comps with Winter Olympics sales.
A new survey shows Peacock and Apple TV+ rank low in subscriber perceptions of how "essential" various premium streamers are, while monthly consumer spend on SVODs has plateaued.
Advertising for cable TV works best when a media campaign is running on 40 to 45 linear TV networks where it can deliver a reach of 62%, according to Effectv.
Traditional TV still reaches 81% of frequent-voter household, while 51% reached via streaming are incremental, per an Effectv analysis of 2022 primaries ad campaigns.
"The advertising environment is challenged as supply chain disruptions have restricted inventory for products leading to lower advertising spend in areas," writes KeyBanc's equity research team.
Using three kinds of biometric measures -- eye-tracking, "cardiac deceleration" and "sweat secretion" -- Comcast Advertising says advertising in long-form TV programming on full-screen TV or streaming
platforms yields better ad "memories" than with advertising placed on digital media platforms.
Comcast and Disney spend the most on content, including scripted content and live sports.
For many consumers, having a more primary service for the bulk of their TV needs is a good deal.
Live viewing's share rose from 86% in 1H 2020 among Comcast households.
While Google and Facebook remain the world's biggest advertising behemoths, four of China's media companies now rank among the world's top 10, including TikTok owner Bytedance, which barely even
existed just a few years ago.