New Research Findings: TV Media Companies Unprepared for Advanced TV

Blog   |   Emily Riley   |   October 9, 2017


Operative is announcing the results of a groundbreaking research study, The Future of TV: A Blueprint for Data Driven Media Sales, of TV media executives and agency media buyers about the future of TV and how they will manage advanced TV advertising and delivery. The study includes results from a large survey as well as interviews with executives from Charter Spectrum, Hulu, Scripps Network, Turner and others.

The results are in, most media companies are unprepared for Advanced TV:

The study finds that 59% of all TV media companies rely on homegrown technology to sell their inventory, a fact that will make it difficult for companies to adapt as Advanced TV forces new technology and process into the advertising organization.

Please select the scenario that most accurately describes your advertising organization


The study also finds that TV media executives believe that their companies are unprepared for changes. Less than one third, 31% believe that their company has what they need to sell digital and linear TV in a single streamlined process.


How prepared is your company to sell traditional and advanced TV or digital video in one streamlined process?


Additionally, TV media executives are not aligned with media buyers about several key advanced TV elements. While TV executives believe that TV ratings metrics will become the standard for multichannel and advanced TV advertising, agencies believe that the impression will become the significant metric. What’s more, TV companies feel confident that the TV department will take on more digital sales while agencies believe that digital will take on more TV sales.

Charter Spectrum Reach VP Peter Petrizzio explains, ““The problem continues to be how complicated it is. How do we serve regional, national and local customers? How do we get them to understand how video works, how targeting works? We have some systems over 10 years old, so how do we structure campaigns on this?”

To read the full study, download here.