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Interesting..
True ! Thought you might like to see this article on the CNBC news feed last night :-
https://www.cnbc.com/2021/09/22/facebook-says-it-underreported-ad-performance-after-iphone-privacy-update.html
Also if no one has any money to spend the advertising will be meaningless!
I get that brands are advertising again, but my question was related to your comment about these brands 'reverting back to traditional advertising' due the 'toxicity' of the internet. They may be spending on TV but the fact is the lion's share is in digital.
All the big US companies have increased their own advertising budgets hence why there are so many of them on ITV, in fact all of them ! As we approach the inevitable Winter downturn and with energy bills, food bills and bills in general going through the roof (please do tell me this won't be the case !) then we will witness household budgets being cut drastically.
And where will the first cuts be felt when watching ITV currently costs nothing to watch?
Interesting comment, where is the evidence to back this up? Last time I looked Google, Facebook and Amazon were still increasing their share of ad spend (approx 80% of all digital ad spend is with those 3 companies)
As the internet and those chatrooms become more and more toxic, we are already seeing companies reverting back to traditional means of advertising and who cares if ITV has a growing market share of ad TV , companies still have their exposure ? As long as it stays in the UK, I think the government will pass the deal if it came to it that is ?
P.s Don't forget ITV had around £1.5bn in funding at the push of a button if its goes shopping !
70% share of TV ad market. Huge difference
Am surprised that ITV will have 70% ad market if C4 is acquired! That means remaining 30% goes to SKY and the rest?
So opinion is that ITV will dominate ad market yet some analysts say that ITV doesn't have growth in ad market because of Facebook and YouTube!
Just get C4 acquired and ITV will be a top ad revenue company. Facebook and YouTube/Google will have to quickly make a bid for ITV otherwise they will be paying more as ITV grows.
.....and here's the article in full :-
https://www.campaignlive.co.uk/article/itv-allowed-buy-channel-4/1727141
Interesting debate on the Campaign website, here's Ian Whittaker's view :-
Ian Whittaker -Founder and managing partner, Liberty Sky Advisors
'If Channel 4’s ownership structure is to be changed – and that is a separate question as to whether it should – the best fit may be for an ITV acquisition of Channel 4, with sufficient safeguards. Not only would this give a much larger platform better positioned to meet future challenges, but Channel 4 could also provide a better monetisation platform for some of ITV’s youth-orientated programming such as Love Island.
The obvious argument against an ITV takeover is that it would give ITV overwhelming dominance in the television advertising market (just under 65% share) and that advertisers looking for mass market audience reach through television would have nowhere else to go. On face value, that argument looks watertight but an opposing view might be that not only could sufficient remedies be put in place, such as the retention of separate sales houses, but the rise of social media video platforms, such as YouTube and Facebook – which market themselves directly as TV alternatives – means advertiser choice may not be so constrained as claimed.'
And he has followed the fortunes of ITV for over ten years now, like a few of us on here !