In the third quarter this year, the cable industry lost a total of 486,000 subscribers. The same number it lost last year during the same period.
Ad Age set out to answer a simple question: Is there a way to put a monetary value on an audience of one million people?
Depending on who you ask, the dichotomy between the rising price of a 30-second TV commercial and the falling size of audiences able to consume it is either an obvious bubble ready to burst or a simple market reaction to dwindling supply.
“We would be fools to say that ratings next year are going to go up and TV is going to make a big comeback,” says Mike Law, Dentsu Aegis’ exec VP and director of video investment.
Viewer fragmentation across screens and devices is wreaking havoc on the traditional TV advertising ecosystem, leaving the marketing industry in desperate need of a new way to measure the total audience.
Changing audience behaviors are upending traditional ratings systems with consequences reaching far beyond the hunt for new viewers.
The migration away from traditional viewing is impacting not only the value of advertising across all platforms, but how those ads are bought and sold.