A new report says TV advertising will remain flat over the next 12 months as TV gets to grips with an uncertain economic period.
This Year Next Year, produced by GroupM, estimates television will fall by 2.3% in 2019, but will rebound in 2020.
The world’s largest media advertising company says few advertisers blame Brexit expressly, but the UK’s departure from the European Union acted as a convenient explanation to 2019’s slow start and a “useful alibi for continuing caution”.
The voluntary reform in live-odds advertising took effect towards the end of 2019.
A highlight is the growing use of data and the narrower targeting of audiences through linear ad insertion such as Sky’s AdSmart.
Further advances are likely as Sky’s owner, Comcast NBCUniversal, hopes to bring its CFlight multiscreen measurement tool to the UK in 2020.