A) There’s huge demand for national TV programming. If they can sell it out – why auction it?
B) All TV would have to be distributed differently (aka: over the top) to find a way around the hardened TV ecosystem – and getting there means more ways to measure more platforms.
C) It ain’t broke. TV is already traded very efficiently, so automation doesn’t save anyone any time or money.
D) Programmatic assumes granular audiences trump broad demographics. TV is a medium which Brands use to connect with the masses.
In the meantime –
For the 3q’16, TV increased its viewer base by 4.6 million people, reached 93% of the U.S. population (including an additional 1.3 million A18-24 year olds), added over 1 million over the air TV households (antennas), while simultaneously …. streaming services remain at low levels for niche segments. If anything, the more they are adopted, the more Antennas will be purchased for Free over the air.
So to all of you Over Ecstatic-Programmatic-Linear TV Eradicators, Give it up !
