The 14 Most Important Things TV Executives and Insiders Learned in 2024

It would be an understatement to say that the television industry has changed a lot over the past year.

From increasing consolidation, drop in initial pricesand a continuous fight on sports rightsstreamers and broadcasters are moving forward into the new era of television. And they also learn lessons along the way.

ADWEEK asked 14 TV executives, ad sales executives and insiders about the biggest thing they learned about the industry in 2024.

Jay Askinasi, Senior Manager of Global Media Revenue and Growth, Roku

“Interoperability within the programmatic ecosystem has become a key priority.

Strengthening relationships with third-party partners not only contributes to the success of our advertisers, but also elevates the entire industry. This year has highlighted how interoperability is increasingly important to creating a unified but open platform that seamlessly integrates with industry standards, third-party tools and existing advertiser workflows.

Dani Benowitz, Magna Global and US President

“Change is constant and the sector continues to become even more fragmented. »

David Cohen, CEO, IAB

“We tend to look at challenges and headwinds before seizing opportunities. It’s time for the industry to return to a mindset of opportunity. With so much changing so quickly, how can we leverage it to drive growth?

Yes, we must remain practical, pragmatic and balanced. But we won’t win by playing defense. It’s also time for streaming to emerge from its adolescent skin and grow up. I fully understand the business imperative to make a profit, but heavier ad loads with low frequency caps are not a winning formula for viewers, and inconsistent metrics are not ideal for advertisers.

Rita Ferro, President of Global Advertising, Disney

“Being flexible and agile in the face of a dynamic market remains a top priority for us. We have to stay customer focused, that’s what we did a fairly significant reorganization there’s maybe two months to really address the importance of being close to our customers, understanding what their goals are and making sure we’re meeting all the expectations of being a best-in-class partner with them. Flexibility, consistency and how we present ourselves is really important.

Marcy Greenberger, Chief Investment Officer, UM

“Expect the unexpected. Technology and the way people consume media are constantly evolving and you must be willing and able to adapt and adapt. I also learned that I have the best team in the industry.

John Halley, President, Paramount Advertising

“The sector is evolving at an accelerated pace. Consumer choice is growing every day, which creates a natural tendency toward fragmentation.

The year 2024 brought historic changes and highlighted a very important principle. The ability of large players to evolve their structures and products remains key to competitive advantage and will define winners and losers in a rapidly changing ecosystem.

Kim Kelleher, Chief Commercial Officer, AMC Networks

“We have learned that partnerships and collaboration are the keys to achieving our goals in these turbulent times. At AMC Networks, we find strength and opportunity by expanding our existing partnerships and finding new partnerships in distribution, content and advertising, including partnering with companies that would have been considered competitors not so long ago.

Kevin Krim, CEO and President, EDO

“Convergent television is no longer just a concept but a fundamental change in the way television works. Linear and streaming have merged into a single ecosystem, pushing marketers to abandon outdated demographic-based buying in favor of data-driven, audience- and results-driven strategies that optimize both brand and demand.

Liz Leonard, Vice President, PMX Lift

“The linear market is an industry more than 80 years old that can seem insurmountable when faced with the opportunity to break old habits. Particularly look at existing behaviors and think about market currency, audience strategy and advanced metrics.

However, we are in an incredibly exciting time where we are giving each other permission to make changes and do things differently. It is now up to all of us to ensure that we do not sit back and wait for the next person to make a move, but that we collectively mobilize to make it happen.

Mark Marshall, President, Global Advertising and Partnerships, NBCUniversal

“The magic of the Olympic and Paralympic Games is unmatched for consumers and advertisers. »

Michael O’Connor, Vice President, Head of Investments, Horizon Next

“I learned how creative we can be in the CTV space with unique ad formats, interactive ads and takeovers. I think back to the heyday of cable and all the ideas we used to come up with that were always rejected because the programming didn’t allow it. We can now create hubs of content and all sorts of creative things that would never have been possible in a linear world.

Michael Scott, Vice President, Head of Advertising Sales, Revenue and Operations, North America, Samsung Ads

“The line between passive viewing and active viewer participation has become blurred.

With 30% of consumers now regularly scanning QR codes during TV commercials, advertiser engagement has moved from a benefit to a necessity. Gamified ad breaks and innovations that extend to lower funnel engagement are transforming TV into an interactive, immersive experience that drives consumer actions in real time.

As games attract a wider audience and time spent playing games increases, in-game advertising will gain traction, leveraging high levels of interactivity. If your ad isn’t creating engagement across all screens, it’s missing the mark.

Donna Speciale, President of U.S. Advertising Sales and Marketing, TelevisaUnivision

“The power and influence of Hispanic Americans should never be underestimated or dismissed. Our audience is one of the most coveted consumer bases in the country, and its impact has been front and center this year. From the music industry to elections, Hispanic Americans continue to be a driving force.

I think the industry has finally woken up to this, and while I’m proud of the investment we’ve seen from advertisers in this massive and powerful community, it’s clear that there are still more growth opportunities by 2025.”

Matt Sweeney, Chief Investment Officer, GroupM US

“Two key ideas stand out: first, the influence of the Federal Reserve on advertising budgets. Interest rate decisions create ripple effects: Lower rates boost consumer confidence and spending, which spurs car purchases, home refinancing and renovations. This economic activity fuels industries and stimulates advertising budgets. This is a stark reminder of how macroeconomic trends affect advertising.

Second, the power of sporting rights. Traditional networks without major sports rights are at a clear disadvantage. Networks with these rights attract massive audiences, drive viewership, and function as a means of cross-promoting other content. Without them, networks could generate cash flow but might struggle to remain competitive in public markets.