TV failed to make an appearance among the top-five-preferred media channels both for the world’s consumers and marketers, according to Kantar’s Media Reactions 2023 report.
The medium, which has never been highly rated in the study by consumers, also took a bashing from the perspective of marketers in 2023, falling from third place in last year’s ranking to 12th, while TV sponsorship plummeted 12th to 20th. Just 6 per cent of marketing bosses said they would increase TV adspend in 2024.
Online video was the most preferred channel by advertisers, unchanged in first place on 2022, followed by sponsored events (no change, in second), digital out of home (up two places), video strea
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