Historical data, OTT metrics rescue broadcasters in absence of BARC data but challenges persist
Digital gains
Brands are relatively calm for now since budgets span TV, digital and print—but that calm belongs to advertisers, not broadcasters, who lose pricing power daily, according to a senior broadcast executive who expects the suspension to last at least two months. News channels still benefit from government advertising, the executive said, but entertainment and sports broadcasters are likely to suffer as major advertisers, particularly FMCG companies, shift spend to digital.
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