Decline of Traditional Media

Rising TV advertising costs and the democratization of online platforms are driving a shift away from traditional brand-building channels.

Themes

Authenticity and Transparency Reign Supreme , The Power of Community and Connection

Timeframe

near-term

Subcategories

Brand Management Business Strategy Digital Content Creation Digital Platforms Marketing Social Media

Impact areas

Advertising Digital Marketing Media Television

Detailed Analysis

The increasing cost of TV advertising, which has "more than doubled over the last 10 years," is making it difficult for challenger brands to compete with established players. This has led to a move away from traditional brand-building channels like TV and towards more democratic online platforms like YouTube and TikTok, where "creativity wins."

Context Signals

The report highlights the increasing dominance of online video platforms like YouTube and TikTok, particularly among younger generations. The report mentions that in 2022, Gen Z spent more time on TikTok than watching TV. The report emphasizes the importance of creative content for success on online platforms.

Edge

Traditional media companies may need to adapt their business models to compete with the rise of online platforms. Brands may need to develop new skills and strategies to create effective content for online platforms. The shift towards online platforms could lead to more personalized and targeted advertising.

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