\n
Get marketing news you’ll actually want to read<\/h5>\n
Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides.<\/p>\n<\/div>\n<\/div>\n
It\u2019s touch and go for the tube\u2014at least for advertisers.<\/p>\n
In the US, time spent with television ads could fall by 24% over the next four years, according to a new forecast from Brian Wieser, a former GroupM exec who is now an industry analyst and author of the Substack Madison and Wall. That includes streaming and good ol\u2019 fashioned television.<\/p>\n
Nearly a quarter reduction of inventory is \u201cpretty dramatic,\u201d Wieser told Marketing Brew. \u201cI\u2019m just trying to illustrate an inevitability\u2026There are many sellers of advertising in particular and some marketers who really have their heads in the sand on this.\u201d<\/p>\n
Wieser relied on viewership data from Nielsen and penetration data from research firm Antenna, in addition to his own models, for the forecast.<\/p>\n
There are a few reasons that help explain the projected dip: As linear television viewership continues to fall, streamers aren\u2019t likely to fully replicate linear\u2019s ad load, meaning there won\u2019t be as much inventory for advertisers to buy.<\/p>\n
There are about 12 minutes of ads per hour on linear television, Wieser wrote, while Netflix, Max, and Disney+ have about four minutes of ads per hour. FAST streaming channels, which largely mimic linear television, could provide an opportunity for advertisers, but still represent a small slice of the viewing pie.<\/p>\n
Plus, Wieser expects streaming subscribers to largely choose ad-free tiers, even though ad-supported ones are on the rise.<\/p>\n
If Wieser\u2019s prediction holds true, advertisers\u2019 share of TV consumption, including streaming, will fall from 13.1% this year to 10.6% by 2027. \u201cNo matter how much streaming grows, it can never make up for lost linear ad inventory so long as ad loads remain light and consumers exhibit preferences for ad-free options for the biggest service (i.e., Netflix),\u201d he wrote.<\/p>\n
Over this time, he predicts that CPMs will rise only slightly on the whole. But reach, aka trying to get as many impressions as possible, will become more difficult.<\/p>\n
\u201cThe issue has never been the price of inventory or the supply of inventory. The question has always been \u2018can an advertiser satisfy their goals?\u2019\u2026It\u2019s hard now. It\u2019s gonna get dramatically harder,\u201d he said.<\/p>\n<\/div>\n
Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Get marketing news you’ll actually want to read Marketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our weekday newsletter, virtual events, marketing conferences, and digital guides. It\u2019s touch and go for the tube\u2014at least for advertisers. In the US, time spent with television ads could fall […]<\/p>\n","protected":false},"author":1,"featured_media":19042,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-19041","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary<\/title>\n<meta name=\"description\" content=\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/mysourcefunding.com\/?p=19041\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary\" \/>\n<meta property=\"og:description\" content=\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\" \/>\n<meta property=\"og:url\" content=\"https:\/\/mysourcefunding.com\/?p=19041\" \/>\n<meta property=\"og:site_name\" content=\"Brandiary\" \/>\n<meta property=\"article:published_time\" content=\"2023-10-27T22:25:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-10-27T22:25:42+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/10\/1698445541_2392da13bd0764418054f4c6584e4f212278719e-6000x4000.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"630\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"News Room\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"News Room\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041#article\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041\"},\"author\":{\"name\":\"News Room\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\"},\"headline\":\"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast\",\"datePublished\":\"2023-10-27T22:25:41+00:00\",\"dateModified\":\"2023-10-27T22:25:42+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041\"},\"wordCount\":416,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"articleSection\":[\"Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=19041#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041\",\"url\":\"https:\/\/mysourcefunding.com\/?p=19041\",\"name\":\"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary\",\"isPartOf\":{\"@id\":\"https:\/\/mysourcefunding.com\/#website\"},\"datePublished\":\"2023-10-27T22:25:41+00:00\",\"dateModified\":\"2023-10-27T22:25:42+00:00\",\"description\":\"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our\",\"breadcrumb\":{\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/mysourcefunding.com\/?p=19041\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/mysourcefunding.com\/?p=19041#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/mysourcefunding.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/mysourcefunding.com\/#website\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"name\":\"Brandiary\",\"description\":\"Latest Business and Startup News and Updates\",\"publisher\":{\"@id\":\"https:\/\/mysourcefunding.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/mysourcefunding.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/mysourcefunding.com\/#organization\",\"name\":\"Brandiary\",\"url\":\"https:\/\/mysourcefunding.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png\",\"width\":381,\"height\":100,\"caption\":\"Brandiary\"},\"image\":{\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4\",\"name\":\"News Room\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"contentUrl\":\"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png\",\"caption\":\"News Room\"},\"sameAs\":[\"https:\/\/mysourcefunding.com\"],\"url\":\"https:\/\/mysourcefunding.com\/?author=1\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary","description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/mysourcefunding.com\/?p=19041","og_locale":"en_US","og_type":"article","og_title":"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary","og_description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","og_url":"https:\/\/mysourcefunding.com\/?p=19041","og_site_name":"Brandiary","article_published_time":"2023-10-27T22:25:41+00:00","article_modified_time":"2023-10-27T22:25:42+00:00","og_image":[{"width":1200,"height":630,"url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/10\/1698445541_2392da13bd0764418054f4c6584e4f212278719e-6000x4000.jpg","type":"image\/jpeg"}],"author":"News Room","twitter_card":"summary_large_image","twitter_misc":{"Written by":"News Room","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/mysourcefunding.com\/?p=19041#article","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/?p=19041"},"author":{"name":"News Room","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4"},"headline":"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast","datePublished":"2023-10-27T22:25:41+00:00","dateModified":"2023-10-27T22:25:42+00:00","mainEntityOfPage":{"@id":"https:\/\/mysourcefunding.com\/?p=19041"},"wordCount":416,"commentCount":0,"publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"articleSection":["Marketing"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/mysourcefunding.com\/?p=19041#respond"]}]},{"@type":"WebPage","@id":"https:\/\/mysourcefunding.com\/?p=19041","url":"https:\/\/mysourcefunding.com\/?p=19041","name":"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast | Brandiary","isPartOf":{"@id":"https:\/\/mysourcefunding.com\/#website"},"datePublished":"2023-10-27T22:25:41+00:00","dateModified":"2023-10-27T22:25:42+00:00","description":"Get marketing news you'll actually want to readMarketing Brew informs marketing pros of the latest on brand strategy, social media, and ad tech via our","breadcrumb":{"@id":"https:\/\/mysourcefunding.com\/?p=19041#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/mysourcefunding.com\/?p=19041"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/mysourcefunding.com\/?p=19041#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/mysourcefunding.com\/"},{"@type":"ListItem","position":2,"name":"Time spent watching television ads could fall nearly a quarter by 2027, according to forecast"}]},{"@type":"WebSite","@id":"https:\/\/mysourcefunding.com\/#website","url":"https:\/\/mysourcefunding.com\/","name":"Brandiary","description":"Latest Business and Startup News and Updates","publisher":{"@id":"https:\/\/mysourcefunding.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/mysourcefunding.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/mysourcefunding.com\/#organization","name":"Brandiary","url":"https:\/\/mysourcefunding.com\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/b-logo-1.png","width":381,"height":100,"caption":"Brandiary"},"image":{"@id":"https:\/\/mysourcefunding.com\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/5062dafb0f932b59aa228f1a047332f4","name":"News Room","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/mysourcefunding.com\/#\/schema\/person\/image\/","url":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","contentUrl":"https:\/\/mysourcefunding.com\/wp-content\/uploads\/2023\/06\/avatar_user_1_1688031660-96x96.png","caption":"News Room"},"sameAs":["https:\/\/mysourcefunding.com"],"url":"https:\/\/mysourcefunding.com\/?author=1"}]}},"_links":{"self":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/19041","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=19041"}],"version-history":[{"count":1,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/19041\/revisions"}],"predecessor-version":[{"id":19043,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/posts\/19041\/revisions\/19043"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=\/wp\/v2\/media\/19042"}],"wp:attachment":[{"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=19041"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=19041"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mysourcefunding.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=19041"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}