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Implosion by Andy Law

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10

THE

ATTENTION

PLANNER

Over these past few days (we’re coming to the end of 2012) I’ve been reading a study on TV audiences. Amidst all the boring diatribes (“resistance” fighters vs. digital advertising supporters) and forecasts on the presumed end of TV as the advertising medium, there was one objective piece of data I found interesting, which was this: in Italy, generalist TV is steadily losing ground to digital networks (satellite and/or digital terrestrial) which today make up a whopping 30% of the share.

This means that today over a third of TV viewers can no longer be reached through planning with Rai or Media-set (let’s include La7 as well, the only generalist TV station on the rise). The solution for planners would seem to be ...

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