The future of television: A transition to a multi-currency national TV market

Television advertising trends and the TV market are rapidly changing due to several factors that span from changing consumer preferences to new data sets, distribution channels, monetization approaches, and advertising models. TV measurement and currency have also evolved, but at a slower pace, resulting in an incomplete picture of even basic unduplicated delivery, reach, and frequency of ad campaigns. The pandemic and streaming wars altered the landscape and hastened change, and the industry is in a moment of transition where the future of TV currency is yet to be determined.

The multi-currency transition is not being driven by one organization, one company, or a single initiative. This study provides a comprehensive overview of the experiences and perspectives of those engaged in and driving the transition across the national TV marketplace. The exploratory approach and industry level perspective seeks to understand the dynamics and the relationships between constituencies, the processes that connect them, and the collective and collaborative actions needed to go forward.