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posted on Feb. 11, 2025 at 11:00 amFeb 11, 2025

Predictions 2025: The year ahead for broadcast advertising and content disruption

posted on Feb. 11, 2025 at 11:00 amFeb 11, 2025

CNN International Commercial’s Cathy Ibal talks about harnessing the power of global brand-building with the smart use of technology and powerful, enduring content within broadcast media.

By Cathy Ibal, Senior Vice President, Advertising Sales, CNN International Commercial on broadcast advertising

By Cathy Ibal, Senior Vice President, Advertising Sales, CNN International Commercial

The stories dominating global headlines at the start of 2025 included earthquakes, wildfires, film industry award ceremonies, conflicts and wars, changes in political leadership, AI and fact checking. And as we all seek the latest updates to breaking news and developing stories, we’re offered an abundance of ways to access that information. This brings me to the first of three areas as I look to the year ahead in broadcast advertising and content disruption, which is trust.
The role of trusted publisher brands is even more important in today’s world
We cannot underestimate the importance of accurate, fact-based, reliable reporting and how this is vital for society. With the rise of misinfor

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Tags:Advertising brand awareness Brand Building brand consideration brand safety brands broadcast Cathy Ibal CNN CNN International commercial customer interaction ESG linear TV Loyalty marketing multi-platform campaigns Predictions 2025 Publishers Stagwell trust trusted publishers TV advertising

the authorAnup Oommen

Anup Oommen is the Editor of Campaign Middle East at Motivate Media Group, a well-reputed moderator, and a multiple award-winning journalist with more than 15 years of experience at some of the most reputable and credible global news organisations, including Reuters, CNN, and Motivate Media Group. As the Editor of Campaign Middle East, Anup heads market-leading coverage of advertising, media, marketing, PR, events and experiential, digital, the wider creative industries, and more, through the brand’s digital, print, events, directories, podcast and video verticals. As such he’s a key stakeholder in the Campaign Global brand, the world’s leading authority for the advertising, marketing and media industries, which was first published in the UK in 1968.