More Opinion articles

100% Media 0% Nonsense: Commercial media could prove remarkably resilient in this recession compared to previous downturns, writes the editor.

On the plus side, ITVX has been set a low bar for success, at least in terms of perception.

Now that the SVODs are on BARB, we’ll really be able to see whether younger Netflix viewers are the ones that do not watch linear TV at all.

Mediatel Jobs: It takes time, effort and a lot of energy to commit yourself to more than one job and to do both well.

Strategy Leaders: TV audience reach can be maximised with a blended video mix, but the more ‘pipes’ we add, the harder frequency is to manage.

Agencies need to do more to support brands to connect their data to make their media more effective and meaningful.

A more inclusive approach fuelled by better cultural intelligence, and having the right people in the room, is more likely to result in long term growth for brands.

The broadcast media are making a much better fist overall of the coverage of COP27 and climate change than the news brands.

When brands need to make budgets work harder, leaning in to programmatic supply chain can save costs. 

A raft of recent company earnings reports demonstrates that we have reached the end of an era where advertising supported the exponential growth in online channels.