The 2022 TV 12 months included a $43 billion mega-merger, an inflow of FAST channels, AVOD tiers and fixed government shuffling. And with all that disruption, it’s straightforward for different vital tv traits to get neglected.
As a part of Adweek’s year-in-review protection, we requested 25 of the highest TV executives from broadcast, cable and streaming retailers; advert gross sales chiefs; and media patrons about which traits deserve extra consideration within the trade.
Plus, keep tuned for extra year-in-review tales within the coming days, together with advert gross sales chiefs and patrons explaining how the advert market modified in 2022, an important factor TV executives discovered within the 12 months and the place the trade will go in 2023.
Now with out additional ado, from measurement shakeups to the facility of reside broadcasts, listed below are 2022’s TV traits that everybody wanted to pay extra consideration to:
Dani Benowitz, president, U.S., Magna: I virtually wish to flip this query on its head and ask if we are able to begin a new development. As an trade we have to cease utilizing the time period “TV or tv.” Seeking to 2023, let’s be sure that we’re addressing the complete consumption of sight, sound and movement–which in our world, is video.
Frances Berwick, chairman, leisure networks, NBCUniversal Tv and Streaming: There’s extra distinctive, memorable content material throughout each style and extra viewing of content material than ever earlier than, which is one thing that appears to have gotten misplaced in a sea of tales on consolidation, synergy financial savings, monetization fashions.
Geoffrey Calabrese, Omnicom Media Group’s North American chief funding officer: I believe that whereas the foreign money and measurement dialogue is high of thoughts for everybody, we don’t speak about the way you operationalize it on each the promote and purchase aspect.
David Campanelli, evp and chief funding officer, Horizon Media: It’s onerous to discover a development that didn’t get sufficient protection, to be sincere. Many in all probability received an excessive amount of protection (like how Netflix was promoting their advert tier to advertisers). However the largest development of the 12 months must be how reside sports activities continues to defy traits in linear TV. Not that this hasn’t been lined, nevertheless it may very well be lined much more, particularly the way it pertains to the long run. How massive new rights charges for NBA and different leagues will get, how aggressive will streamers be to get in on the motion. How TV networks can’t afford to lose sports activities rights or their HH’s will fall much more precipitously. The place all of that goes is known as a lynchpin for the way forward for the video market.
Craig Erwich, Hulu Originals and ABC Leisure president: We’ve freed ourselves from the constraints of a conventional growth cycle. We’re now growing exhibits year-round with a view to appeal to high expertise after they’re out there. Milo Ventimiglia’s new present, The Firm You Maintain, is an ideal instance. Milo was busy wrapping manufacturing on That is Us through the conventional pilot manufacturing interval. So we tailored our timetable for this undertaking and now have an thrilling drama starring Milo that can premiere on Feb. 19.
Rita Ferro, president, Disney Promoting: Inclusion and illustration. We made a name to {the marketplace} to triple commitments to multicultural and inclusion initiatives for the second 12 months in a row, and we’re bullish on persevering with to carry ourselves and the trade accountable by assembly and exceeding these benchmarks. For Disney, guaranteeing illustration and inclusion is rooted in every thing we do as a enterprise, from our programming and expertise to the companions we work with. We have to be certain that as an trade, 2020 wasn’t only a second in time and that we proceed to make strides as a collective. Personally, as a guardian, and professionally as an government and chief, that is desk stakes to me and it needs to be to everybody.
Kathleen Finch, chairman and CCO, U.S. Networks Group, Warner Bros. Discovery: Manufacturers nonetheless matter. As content material choices and platform choices multiply at unprecedented speeds, customers are in search of guideposts. Networks that ship on clear model guarantees are the networks viewers will proceed to return to nighttime after evening.
Marianne Gambelli, president of promoting gross sales, advertising and model partnerships, Fox Corp.: Belief and transparency. Within the wake of a altering social media panorama, there’s loads of threat for advertisers to allocate their media {dollars} that’s related to content material on these platforms. Advertisers wish to additional align their manufacturers and messaging with premium content material and collaborating with media companions which can be dedicated to offering the mandatory scale in steady, high-engagement environments for his or her campaigns.
Amy Ginsberg, chief funding officer, Havas Media Group: The monetization of all streaming/digital video by companions on the expense of conventional linear. With the 2023 advert market projected to not be as robust as previously, it’s crucial for them to search out income streams to make up for the shortfall.
Jeremi Gorman, president, worldwide promoting, Netflix: My private traits are to look at true-crime exhibits, and Christmas films, so I landed on the proper place! Extrapolating that development to the entire member base, I believe one of the crucial neglected issues in TV is how the identical particular person can take pleasure in totally different exhibits equally, however at totally different moments. Not sufficient time is spent speaking about receptivity to advertisements throughout totally different moments of the identical particular person’s viewing journey. Whereas I’m a 45-year-old lady dwelling in Los Angeles, I take pleasure in several types of exhibits at totally different moments of the day. I believe Netflix is uniquely positioned to know that and to assist advertisers construct inventive campaigns to seize consideration in another way at totally different instances.
John Halley, president, Paramount Promoting: Nielsen’s panel goes away. There will probably be no establishment in measurement, which has main implications for advertisers’ advertising combine fashions. The work of transition to new currencies wanted to begin yesterday, and no one is speaking about it.
Alison Hoffman, president, home networks, Starz: The affect of password-sharing on our trade.
Kim Kelleher, chief business officer, AMC Networks: With all of the breathless protection of the “streaming wars” and which providers and corporations are perceived to be up or down, it may be straightforward to overlook the central fact that each one of that is constructed on–folks love tv, and advertisers love the impressions that reside in and round tv, significantly the high-quality impressions adjoining to high-end and immersive scripted dramas. And so they love these impressions for a quite simple purpose–they carry out! These are the exhibits that construct fandoms, and that affinity is transferrable to sensible advertisers who know tips on how to accomplice with content material firms and construct alternatives round this coveted programming.
Alison Levin, vp, advert income and advertising options, Roku: Content material discovery in TV streaming is the following massive alternative for entrepreneurs. Viewers need manufacturers to assist them discover content material they love. The main manufacturers are going past the standard TV advert to curate search, personalize the viewer expertise, create new exhibits and extra. It’s an entire new method to construct a shopper relationship.
Chris McCarthy, president and CEO, Showtime and Paramount Media Networks: The genuine and nuanced portrayals of psychological well being throughout all genres of content material is altering how folks assume and speak about it. We’ve been tackling psychological well being for many years, and a 12 months into the creation of the Psychological Well being Storytelling Initiative–the place we introduced collectively main leisure firms and consultants to create the Psychological Well being Media Information–I’ve been impressed by how creators throughout the trade are crafting progressive storylines to normalize and elevate these important conversations. Storytelling has the facility to drive significant change, and as somebody who has been open about my very own psychological well being journey, I’m excited to see exhibits that concentrate on audiences of all ages—from By no means Have I Ever and The Good Struggle to Gray’s Anatomy and Yellowstone–showcase a variety of psychological well being experiences that not solely resonate with followers however encourage folks to take motion for themselves and others.
Dennis Miller, president, The CW Community: The highly effective relationship between broadcast and AVOD.
Peter Olsen, evp, advert gross sales, A+E Networks: Undecided if it’s a development, however the re-emergence of the TV mannequin as a confirmed attain automobile for advertising and promoting was extraordinarily vital and validating this 12 months. Viewership continues to evolve, however basically, TV stays essentially the most highly effective device in a marketer’s toolbox. Whether or not it’s linear, CTV, AVOD or SVOD, how we harness it’ll decide how we develop our companies. What’s outdated is certainly new once more.
Amy Reisenbach, president, CBS Leisure: How nice the standard of comedy on community TV is true now.
Shelby Saville, chief funding officer, Publicis Media Trade: Whereas foreign money and measurement are getting a variety of airtime and a focus, the operational aspect of the equation isn’t getting as a lot traction. It’s nice to see the trade leaning into testing and discovery, however nobody is admittedly speaking about how we construct out new techniques that can assist measurement scale throughout your complete trade. That piece of the puzzle will take time and devoted effort.
Dave Sederbaum, evp, head of video funding, Dentsu: Whereas not new to this 12 months, I believe the fact that change is tough and takes time was bolstered this previous 12 months. Heading into 2022, the subject of foreign money and measurement change was on the forefront of each dialog. Moreover, the diversification of video spend and the discount in reliance of linear tv have been on the forefront of each presentation we heard from our valued companions. Because the market took form, conventional focus areas appeared to rise in significance. Make no mistake, change and progress occurred, however in a extra muted style than was initially hoped. One thing that I problem myself every day on is the truth that in instances of prosperity or instances of adversity, the trail to progress must persevere.
Rob Sharenow, president of programming, A+E Networks: Model dilution and confusion. There are a variety of very massive media manufacturers on the market whose core worth propositions have change into much less clear to customers. That’s additionally why robust trusted platforms similar to ours are so crucial in getting messages throughout.
Donna Speciale, president of TelevisaUnivision U.S. advert gross sales and advertising: There was a radical enhance within the significance of key multicultural segments in U.S. advertising. Traditionally, Spanish-language advertising was the primary to get reduce throughout an financial downturn and whereas there’s been a lot consideration on the slowdown normally market, Spanish-language funding is definitely rising. Hispanics are the driving drive of the U.S. economic system and a shopper base that’s going to proceed to increase quickly in dimension and affect. Now, greater than ever, manufacturers acknowledge that in the event that they wish to future-proof their enterprise, that is an viewers they merely can’t afford to overlook.
Jon Steinlauf, Warner Bros Discovery’s chief U.S. promoting gross sales officer: Whereas we’ve seen some declines within the conventional TV market, sports activities proceed to drive reside scores. There’s sturdiness with reside sports activities, and we’ve seen that as properly in sponsorship gross sales inside our sports activities portfolio (NBA, NCAA, MLB and NHL).
Stacey Stewart, U.S. chief market officer, UM: Measurement—there was a variety of discuss early however now, nobody is admittedly speaking about what all the checks imply in actuality, and what the following steps are.
Matt Sweeney, chief funding officer of GroupM U.S.: Because the digital endemics (that spend giant percentages of their revenues on gross sales and advertising), face headwinds, underappreciated conventional TV advertising classes: CPG, Journey, Pharma, Finance, Auto, Retail classes, carried the day.
