There’s plenty of research showing the effectiveness and impact of TV advertising, both in terms of the value of reaching older demographics on linear TV, and TV’s contribution to brand equity and recognition. But the industry needs to do a better job of getting this message out to advertisers says Bert Habets, CEO of ProSiebenSat.1 Media SE, since many on the buy-side still underestimate TV’s impact.
In this interview, Habets also shares his thoughts on consolidation in the European TV market. Filmed at DMEXCO 2024 in Cologne.
