{"id":9735,"date":"2023-09-19T17:08:18","date_gmt":"2023-09-19T17:08:18","guid":{"rendered":"http:\/\/localhost:10151\/?p=9735"},"modified":"2023-09-22T17:09:55","modified_gmt":"2023-09-22T17:09:55","slug":"marketing-briefing-how-marketers-perception-of-linear-tv-is-changing","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/thought-leadership\/marketing-briefing-how-marketers-perception-of-linear-tv-is-changing\/","title":{"rendered":"Marketing Briefing: How marketers\u2019 perception of linear TV is changing"},"content":{"rendered":"

It\u2019s a strange time for linear TV. After months of an ongoing writers\u2019 strike, as well as the also ongoing actors\u2019 strike, the fall season is here again but much of the programming is centered around reality, sports, reruns and, now, streaming hits coming to broadcast.<\/p>\n

This unusual moment is likely adding to the ongoing perception shift of TV among marketers who may now question if they need TV rather than assume its necessity. Linear TV ads didn\u2019t rank among marketers\u2019 top five media channels in Kantar\u2019s 2023 Media Reactions report; online video ads, sponsored events, digital out-of-home, video streaming and social media story ads took the top slots. (The same report found that marketers\u2019 rank TV ads third when it comes to attention-delivering ad units.)<\/p>\n

…<\/p>\n

\u201cWe\u2019re seeing a lessening of a reliance on linear TV with the notable exception of sports,\u201d said Stacey Stewart, U.S. chief marketplace officer at UM, of the current video investment landscape. \u201cWe\u2019re fundamentally seeing a shift in spending that\u2019s following that trajectory and the pace of that is up. A lot of that is based on the strike. Are the eyeballs there? Is it worth the price we\u2019re paying for prime for reality shows?\u201d<\/p>\n

Read more on Digiday<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

It\u2019s a strange time for linear TV. After months of an ongoing writers\u2019 strike, as well as the also ongoing actors\u2019 strike, the fall season is here again but much of the programming is centered around reality, sports, reruns and, now, streaming hits coming to broadcast. This unusual moment is likely adding to the ongoing […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[],"class_list":["post-9735","post","type-post","status-publish","format-standard","hentry","category-thought-leadership"],"acf":[],"yoast_head":"\nMarketing Briefing: How marketers\u2019 perception of linear TV is changing - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/thought-leadership\/marketing-briefing-how-marketers-perception-of-linear-tv-is-changing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing Briefing: How marketers\u2019 perception of linear TV is changing - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a strange time for linear TV. After months of an ongoing writers\u2019 strike, as well as the also ongoing actors\u2019 strike, the fall season is here again but much of the programming is centered around reality, sports, reruns and, now, streaming hits coming to broadcast. 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