Category: In the News

This week’s Future of TV Briefing looks at the question of how TV and streaming audiences watching in a bar or other public places should be counted — and, more importantly, charged for — compared to people watching at home.

• Counting the crowd noise
• Let’s talk CTV in NYC
• Streaming overtakes all TV watch time
• Disney & NBCU vs. Midjourney, WNBA + Scripps, Amazon’s ad load and more

Counting the crowd noise

If someone goes to a bar to watch NBA Finals Game 6 on Thursday, should an advertiser pay as much to reach them as if that person were watching at home? Even if that person is as likely to be staring down their drink as looking up at the screen when an ad airs?

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Bradley Keefer, Chief Revenue Officer, Keen Decision Systems

Consumer sentiment just hit its lowest levels since 2022 as tariffs and the threat of rising inflation cause shoppers to think twice about making purchases. As brands navigate these economic headwinds, they might need to modify their business plans to protect their bottom lines. Marketing budgets, even if reduced, can be a valuable tool in combating market volatility and emerging in a stronger position, once conditions have settled.

Why short-term marketing cuts aren’t a long-term solution for brands

Every brand will feel the impacts of tariffs differently, whether it is a change in demand or pricing decisions. As such, they will need to adjust their marketing plans to accommodate these changes, whether by shifting messaging or allocating spend to different channels.

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