“TV UPHEAVALS WILL CONTINUE WITH A NEW NTO,” says Vikram Sakhuja of Madison Media & OOH
While digital spends will grow, share of talk on digital will still far exceed share of spend. More questions on digital will be raised than those answered. TV’s upheavals will continue. NTO and a soft economy has led to a very muted 2019. A new NTO and economy impact will continue to bear impact. This will be compounded by organisational flux in all the big TV networks. Data led green shoots for targeting have emerged in 2019. But currently data led affinity indexes is being used for targeting which is very basic. This will start growing into data led insights used for targeting.