What percentage of their ad budget do brands spend on TV networks according to the speaker?

Name: The Future Of Generation Z & TV: By Matt Britton
Uploaded: 2018-10-17T03:25:52Z
Channel: Matt Britton
Description: Matt Britton argues that media is shifting to fully addressable advertising—local businesses will be able to target viewers precisely (e.g., people…

Matt BrittonFounder & CEO powering AI-driven consumer insights

The Future Of Generation Z & TV: By Matt Britton

17 Oct 2018

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Matt Britton argues that media is shifting to fully addressable advertising—local businesses will be able to target viewers precisely (e.g., people within one mile of a store). He observes Gen Z's unfamiliarity with traditional TV networks and highlights a mismatch: brands still allocate ~80–85% of ad budgets to networks. He predicts that TVs will act like giant iPads, with future interfaces organized around live sports, direct-to-consumer hit shows, and individual creator channels (YouTube stars) rather than traditional networks.

Questions this video answers

80 to 85%

All media will soon become addressable, which basically means that Joe's Pizza will be able to advertise during the super bowl to people that live within one mile of Duluth, Minnesota. And not just Papa John's or Domino's will be able to advertise. The TV is going to become a giant iPad hanging on your wall. Ask an 8, 10 or 12 year old kid if they know what ABC is and they'll tell you it's the Alphabet. If you ask them what Fox is, they'll tell you it's an animal. They do not know what TV networks even are. No idea what it is. But brands are spending 80 to 85% of their budget on TV networks. So why Apple TV might look like this today, where you have a bunch of networks. Tomorrow it's going to look like this where you're going to have the sports leagues because live continues to dominate. You're going to have shows like Billions or whatever the show is of choice. Those shows will probably go direct to consumers and not have to rely on the big networks to distribute. And you're gonna have the YouTube stars, the individuals, because people are brands and brands are people, and these individuals are really what have the audience.