However, an overlap may be unavoidable.
This piece argues that buying TV ads has become more complicated as often the same inventory is available through networks and OTT platforms. This is further complicated by carriage rights which make frequency management and reach a complex task.
Typically, networks get 18 minutes of commercial time per hour of programming and cable TV operators get only two minutes, while OTT platforms get an even smaller share. Given that networks sell the first cut of their inventory across all distribution platforms, many buyers are preferring to directly work with the networks.
The author suggests the need for advertisers to develop the right media plan that can help them avoid frequency issues. Manny Hernandez, VP, head of display activation in North America at Essence notes, “You have to decide where you’re willing to risk overlap”.
[5 minute read]