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While the top two channels by ad spend in 2023 were broadcast and cable TV, marketers are increasing their spend on search engine marketing and social media. Local marketers should prioritize investments in channels they know customers are looking for information on local businesses. 72% of US adults have used Google search to look up information about local businesses, per December data from SOCi.

The cable bundle is dead. There鈥檚 no turning back the tide of cord cutting. The traditional cable, satellite, and telco pay TV bundle continues to lose ground to streamers, and the trend is irreversible. The resolution of the Disney-Spectrum dispute was only a temporary respite. The existential questions that the carriage scuffle brought up are still latent.

The news: Charter Spectrum is adding Max to its Spectrum TV Select cable package at no additional cost in a renewed carriage deal with Warner Bros. Discovery. This early renewal, more than a year before the deadline, contrasts markedly with last year鈥檚 drawn-out carriage fee battle with Disney.

Amazon has said that ads on TNF generated a 70% higher Google search rate than those on broadcast and cable. Prime Video ascendant: TNF was a crucial proving ground for Prime Video鈥檚 ad capabilities, laying the ground for its highly successful advertising launch in January. In fact, Prime Video has become one of the leaders in the ad-supported streaming race.

Pay TV includes subscriptions to cable, satellite, and IPTV services. IPTV is eating into traditional pay TV. Cable and satellite services (from the likes of Rogers, Bell Media, Cogeco and Shaw) will account for 61.9% of total pay TV households this year, but that share will shrink each year.

Well, this capability has always existed with streaming services and it was one of the selling points of moving away from the cable bundle into the streaming era.

However, I was looking at Nielsen's Gauge, which counts where folks spend their time watching TV and Netflix's share of the pie, whilst an impressive 8% of all TV time, all of it streaming, traditional cable, satellite, all of it, 8% of all of that is spent watching Netflix on a TV. That has been stuck for the past year. It's been at 8% for the last 12 months.

It's kind of a mini digital cable. However, you don't get all the stuff you used to get with cable. You still have to pick and choose things to create the right service for you. Lots to work out. We'll keep an eye on it, but that's what we've got time for the story of the week. Let's move now to a game. We call it the Super Duper Game. How does it work?

DirecTV and Dish Network attempt to claw back linear TV鈥檚 power: A proposed merger would create a pay TV giant that could help it in carriage negotiations.

And CNN CEO Mark Thompson is trying to transition the iconic brand away from its cable roots into a digital business. In July, CNN cut about 100 positions, or 3% of its workforce. FAST saves advertisers money as well. CPMs (cost to reach 1,000 users) for FAST inventory are typically $10 to $15 and can be even lower if purchased on a non-guaranteed basis, per Digiday.

Partly because public of opinion of cable news is so low, so maybe there's a bit of a news vacuum.

Yeah, but I got cable, so that's your problem. [inaudible 00:10:53]. Marcus Johnson:. Ethan is the last person in America who has cable. Zach Goldner:. Even above me at this point. Marcus Johnson:. Was Oscar for a while.

TV formats including national broadcast/cable, local broadcast/cable, and addressable were significantly lower in the pecking order. What should marketers take away from our TV and CTV ad spending forecasts? The golden age of TV is in its golden sunset. The days of an upward trend in US TV ad spending are behind us.

High TV penetration in the US is tied to a broad array of options including over-the-air network TV and cable channels that specialize in news, sports, and daytime or primetime entertainment. Almost all (99.1%) of respondents watched TV in any form in H1 2023. This includes TV content from on-demand/streaming services, live TV, and recorded TV.

Broadcast and cable would pretty much be neck and neck at about 20%, cable falling a bit faster than broadcast. And then you have 14% for other. Paul, what do you make of that, those kind of shares if we looked at how people are going to watch TV in 2026? Paul Verna (15:13):.

With empty slots in its fall lineup, CBS is airing 鈥淵ellowstone,鈥� which originally premiered on cable sister-channel Paramount Network. The strike will impact advertisers, but the severity depends on how long work stoppages last. The monthslong strikes have already dampened upfront commitments and disrupted fall media planning.

Turning point: The significant decline in traditional pay TV and cable memberships is a sign of US consumers鈥� declining appetite for pay TV services. That is, unless the pay TV service offers a specific killer app: sports. Sporting events are the most-viewed broadcasts on traditional pay TV and cable, with the NFL accounting for 93 of the top 100 broadcasts in 2023, per Nielsen.

Primary care doctors are switching from cable to streaming TV services, per a May 2023 survey from Roku. Those doctors are two times more likely than physician cable subscribers to restrict in-office visits from pharma reps. They鈥檙e also less aware of pharma brands than are doctors who watch linear TV. Mobile ad spending will dominate, but barely.

Regional Sports Networks, already struggling due to the decline in cable and satellite subscriptions, might face additional challenges as more national games move to broader platforms. While the league鈥檚 embrace of streaming aligns with industry trends toward digital media, it鈥檚 natural to expect some resistance from linear TV audiences that don鈥檛 have access to Prime Video.