From the growth of FAST channels to ongoing measurement questions, the television ad market was anything but boring in 2022.
As part of Adweek’s year-in-review coverage, we asked 17 TV ad sales chiefs and buyers to reflect on the biggest marketplace changes over the last year. Though measurement was seemingly on everyone’s mind, other topics also came to the forefront, including a shift in viewership, a push for representation and the maturity of the streaming landscape.
To get an insider’s perspective on all the industry disruption, here’s how the TV ad market changed this year.
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Stacey Stewart, U.S. chief marketplace officer, UM: Demand. The marketplace is fairly soft right now, given the economy. Brands are holding onto dollars or focused on lower funnel channels to drive results quickly.
Read the article on Adweek.