This is a free excerpt from the AdNews November issue. To read the full article download a digital version of AdNews or subscribe to the print edition here.
After a couple of years of audience decline, television is fighting back to alter wildly inaccurate perceptions of its demise. With a new industry body, more flexibility around trading and huge investments in content, there's plenty to be optimistic about.
“In 2015 TV had a diffficult year. There were audience losses and disruption in the market with Netflix and a critical mass of people switching over to new on-demand platforms,” Carat Australia chief investment officer Ashley Earnshaw says.
“The confidence in television wobbled in 2015 and that flowed into 2016. Audiences are still back but not as far back as everyone feared they could have been.”
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