Cutting the cord that engages us: strategies for re-engaging audiences amid the decline of ad-supported TV

The decline of ad-supported television is driving down audience engagement with brands – but there are solutions available for smart marketers.
  • Conversation frequency among the young people has plummeted, and the culprit is believed to be declining exposure to television commercials caused by millennials favouring streaming services.
  • Across the US population overall, the biggest declines in conversations are concentrated in the most innovative industries – technology, telecommunications, media/entertainment and sport.
  • Not all brands are suffering and plenty with a commitment to highly engaging and creative digital advertising are gaining conversations.
  • Rather than focus on buying reach and tonnage, there will be a new emphasis on developing relationships and driving engagement – story-telling and content marketing will become more...

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