‘TV Will Always Be Here’ But Cross-Platform Measurement Remains a Challenge
June 29, 2017, The Drum
It seems that almost every day there is a new statistic supporting declining viewership of TV. In May, The Drum published a scathing article by former journalist and current marcom director and global marketing speaker Samuel Scott, on why these reports are all damn lies and bad media statistics.
What is really going on? The Drum, in association with FreeWheel and the FreeWheel Council for Premium Video Europe, gathered representatives from Sky Media, TFI Publicité, Halfords Media (PokerStars), and Havas to get to the bottom of this and discuss the impact of cross-platform devices on measurement.
Speaking at Cannes Lions, the panelists acknowledged changing consumer habits but disagreed about TV’s diminishing role in consumer’s lives.
Jamie West, deputy managing director at Sky Media said: “The total viewership of TV is not declining, but cross-platform viewing is increasing. We need to get away from this perception that anything we watch on a small screen is not TV.”