TV Budgets Shifting to Social? Yes, It's Time to Worry
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It’s that time of year again, when the TV networks talk about how great their upcoming fall shows will be — and everyone else talks about whether they will survive the relentless onslaught of OTT, cord-cutting and myriad other challenges.
Social media is one of those challenges. Companies like Facebook have never been shy about touting themselves as excellent companions to TV. They routinely conduct research studies that show lifts in seemingly every metric imaginable, as long as ad buyers use TV and social together.
But this year, eMarketer believes the conversation about social and TV will change. For buyers who want the best way to reach their audience, the growing video businesses of Facebook, Instagram, Twitter and Snapchat now present a viable alternative to TV.
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