Page 60 - TAM Review 2019

coming to Channel 4. This means TV will become addressable on a

huge scale here in Ireland with the potential for new advertisers of
all sizes to harness the power of TV and deliver bespoke targeting

solutions.

TV remains first for mass reach, advertising effectiveness, as a
driver of short term sales and long term brand building and as an

amplifier of other media right through the marketing funnel. It

is also a fully regulated, trusted, brand safe environment offering
high view through rates.

Yes the challenges and threats from other media and in particular
Google & Facebook remain very real as broadcasters compete for

Advertising Budgets. However Broadcast TV in all its forms remains

a formidable, dynamic and effective partner for advertisers. TV is
far from just surviving and as it faces its next decade of evolution

and innovation, it is well placed to pivot and adapt to whatever the

future brings. 9

*Nielsen 2019/ **TAM Data Integration/*** Thinkbox 2019 1 Review 20

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