A net balance of more than 10% of firms surveyed expanded their budgets in sales promotions in the last quarter, according to the latest IPA Bellwether report.
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The UK TV ad market will decline by 6% in 2023, Channel 4 has forecast, as the broadcaster admitted having to “cancel a handful of shows” in response to trading this year being worse than expected.
TV advertisers and broadcasters need to embrace programmatic, streaming and measurement technologies instead of sticking with the status quo, or risk being left behind by consumers.