Networks are having trouble showing how many people are watching their content across a wide variety of platforms, audiences are growing accustomed to platforms where they can watch shows without commercials,
and marketers are eager to find better ways to target potential customers.
This week, as ad buyers cram into New York institutions like Radio City Music Hall
and Carnegie Hall to watch the broadcast networks talk up a new TV season, they will again prepare to spend as much as $9 billion to be a part of it.
As a media analyst at Pivotal Research, Brian Wieser, put it, advertising on TV is “as archaic as water flowing through pipes.”
“You could set up a drone to take water from a reservoir and use fascinating technology and cutting-edge approaches to deliver it,
but there’s a good reason we use these systems,” he said.
