"...Ratings are on the decline, especially among young people, some of whom don’t even own televisions. It’s hard to keep up with the many devices and apps people now use to watch shows. And there is a host of material from Silicon Valley that is competing for viewers’ attention, including Google’s YouTube, Facebook and Netflix. It all adds up to a precarious situation for broadcast TV."
...
"As TV ad spending has begun to drop, marketers have been diverting more money to tech giants like Google and Facebook, which have increasingly focused on expanding their video — and video ad — business.
Companies love digital advertising because it gives them the ability to target ads based on their own lists of customers — like holders of store loyalty cards — and profiles like “first-time car buyers” or “people who like foreign travel.” And they want that kind of capability on TV, too. That desire has prompted four competing media companies — NBCUniversal, Turner, Viacom and Fox — to work to standardize the language and some of the data sets that they use, hoping to make it easier for brands to buy cross-platform advertising with them."
https://www.nytimes.com/2018/05/13/business/media/television-advertising.html
...
"As TV ad spending has begun to drop, marketers have been diverting more money to tech giants like Google and Facebook, which have increasingly focused on expanding their video — and video ad — business.
Companies love digital advertising because it gives them the ability to target ads based on their own lists of customers — like holders of store loyalty cards — and profiles like “first-time car buyers” or “people who like foreign travel.” And they want that kind of capability on TV, too. That desire has prompted four competing media companies — NBCUniversal, Turner, Viacom and Fox — to work to standardize the language and some of the data sets that they use, hoping to make it easier for brands to buy cross-platform advertising with them."
https://www.nytimes.com/2018/05/13/business/media/television-advertising.html