In this week’s Week in Charts, Future on publisher negotiations with AI companies, marketers express concerns over short-term thinking, and BBC is most-used UK media.
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Charts of the Week
TV Remains “Unusually Important” in Japan as Local Market Structures Converge
While digital channels are expected to take the lion’s share of ad budgets in the next few years, TV remains “unusually important” in Japan, according to forecasts released today by Madison & Wall, accounting for 21 percent of ad revenues this year. “Markets are also becoming more like one another,” the analysts added. “As more spending flows to the largest global digital platforms in social, search, and commerce, local market structures are converging.”
More Than Half of Marketers Concerned About Dominance of Short-Termism
Marketers are growing increasingly concerned about the impact of short-termism on marketing strategies, according to a global survey from WARC, with concerned respondents rising from 25 percent in 2022 to 55 percent in 2025. “Marketers report a growing unease with the dominance of short-term thinking, and a shift toward measurable techniques with quickfire sales impact, even at the same time as their organisations are prioritising long-term demand generation and profitability,” according to WARC. “As a result, marketing budgets are under pressure, confidence in creativity is waning, and the CMO in many organisations is losing influence.”
BBC is Most-Used Media Platform in UK but Instagram Leads for Younger Consumers
The BBC is the most-used media platform in the UK, according to a YouGov survey that covers multiple formats, with 62 percent of adults using the broadcaster’s services at least once a week. The second most-used media is Netflix at 55 percent, followed by books (46 percent), Instagram (43 percent) and ITV (43 percent). The picture changes for younger adults however, with Instagram (70 percent) emerging as the leading platform among 18-24s, closely followed by Spotify (67 percent). Meanwhile Netflix (65 percent) leads the pack for consumers aged 35-44.
Marketers Look to Outcomes and Media Metrics to Measure Creative Effectiveness
Just 3.6 percent of marketers say creative performance is well understood and actively optimised today, according to a survey from EMARKETER and Perion, with another 14.4 percent describing creative effectiveness as a “black box”. The survey found that when it comes to measuring creative effectiveness, business outcomes (such as sales and ROAS) are the most commonly used metrics, closely followed by media performance metrics (such as CTR and VCR), followed by brand metrics (such as awareness, consideration and lift studies).
The Week in Stocks
Agencies
Agency stocks got a bump last week after European bank Berenberg noted that agency holdcos could be undervalued in the age of AI.
TV
Roku shares popped on the news that Fox Corporation is acquiring the company in a cash and stock deal that values Roku at $22 billion.
Publishers
Ströer’s stock price saw a small increase on Monday when the German advertising company announced it has become exclusive marketing partner for the Zattoo TV platform in Germany.
Ad Tech
Magnite’s share price is on the rise after investment firm BTIG initiated coverage on the ad tech business with a ‘buy’ rating, highlighting its position in the growing CTV market.
Tech
Adobe stock hit an eight-year low on Friday following the software firm’s latest earnings report. Executives said the business would prioritise growing the user base for its AI features through its “freemium” model, hampering short-term revenue growth, while CFO Dan Durn is also set to leave the company. Adobe CEO Shantanu Narayen also announced his resignation in March.
