Active International
The corporate trade leader for four decades, we enable companies to maximize the value they receive for assets, increase their return on ad spend, and generate funding for unbudgeted expenses through innovative solutions.
April 18, 2024 When the official Q1 numbers are reported, Connected TV advertising is expected to have increased 3%. It may come as a surprise that this will actually be a boon to Linear TV. Bernstein Research reports that Linear Television makes up around 85% of all CTV ad inventory for longform content. The other 15% is shared between AVOD platforms and FAST channels. (MediaPost: Apr 15, 2024)
While metrics such as unemployment rates and GDP growth have displayed consistent improvement, public sentiment has been slower to follow suit, with consumers maintaining a cautious approach to spending. However, there are signs of a shift, according to a report from Ipsos. Compared to the previous year, people are more willing to spend versus saving for the proverbial rainy day. One notable trend since 2023: Canceling SVOD services — although this aligns with anticipated churn rates and might signify a natural evolution within the industry. (Marketing Charts: Apr 11, 2024)
Just over one week after the NCAA Women’s College Basketball title game blew away previous viewership records, Monday’s WNBA Draft absolutely obliterated its previous high. On average, 2.4 million viewers tuned in to see college stars selected by WNBA teams—including Iowa’s Caitlin Clark, who joined the Indiana Fever. Last year’s viewership was 572,000 and the previous record, set 20 years ago, was 601,000. Nobody should assume lightning will get caught in a bottle again, but if even a portion of the 2024 viewers return next year, it’ll still be a big boost for the sport. (NextTV: Apr 16, 2024)
Indeed, the alignment is clear among the five major TV news organizations, alongside prominent outlets like the AP, USA Today, and C-SPAN. They have jointly issued a statement addressed to both President Biden and former President Trump, urging their commitment to televised debates. If debates aren’t held (as of now, there’s no confirmation), it will mark the first time since Ford/Carter in 1976. Two in-person debates even took place in the thick of the pandemic in 2020 and drew an average of 68 million viewers—a figure seldom seen outside of sports broadcasts. (New York Times: Apr 14, 2024)
April 16, 1962 – Walter Cronkite makes his debut as the anchor of CBS’ nightly newscast. During his 19-year tenure on the program, his calm and objective presence got viewers through the assassination of JFK, the Vietnam War, and our first trip to the moon.
And that’s the way it is, April 18, 2024.
Along with Alan Elkin, Arthur co-founded Active International in 1984. Since its inception, the company has been recognized as the global leader in Corporate Trade and maintains a footprint in 12 countries.
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