/terminal research library 933

Making sense: The commercial media landscape

Publish Date: 09-02-2021

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Source: IPA

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Synopsis: Whilst previous analysis has often focused on individual elements of the media landscape such as video, or total media consumption, this study focuses solely on media in which advertising can be bought. This gives us a unique opportunity to look at the expected growth and decline trajectories of commercial media channels in 2020 through our pre-lockdown data and also how quickly established patterns and behaviours changed under lockdown. The media landscape has never been more crowded and complex than it is today, so this report looks to give clarity on where brands should focus their research, attention and effort to continue to thrive post COVID-19.

Public Link: https://ipa.co.uk/media/10198/touchpoints2020_makingsense-3.pdf

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