"The greatest threat to TV as an advertising medium is the loss of two things: mass appeal, and the ability to reach most of the population quickly."

Our report evaluates key trends in linear TV and considers the implications for the future of TV advertising.

This report suggests that the market is soon approaching an inflection point. Our analysis predicts that by 2022 there will be a 15% to 20% decline in TV ad viewing across adults, with even steeper declines of between 30% and 45% for key audiences ‘Housepersons with Children’ and 16-34 year olds, respectively. These changes will put pressure on ROI. In a world where linear TV audiences are shrinking, rising costs will threaten the ROI primacy of live linear TV within the next five years.

In this report, we have called on the UK TV industry to do more to advance a ‘transparent and unified’ audience measurement framework, which will allow advertisers to plan for these changes.

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