TV Budgets Shifting to Social? Yes, It's Time to Worry

June 21, 2016 Debra Aho Williamson of AdvertisingAge

It's no longer just about what shows will stay and which shows won't. Believe it or not, social media is creeping its way into TV budgets. 

No, the TV is not obsolete and it won't be going obsolete for awhile. Lots of advertising dollars are still being funnelled into the old tube. 

That said, the excitement behind live-streaming, the similarity between ad-buying tools and demographic measurements, the support for video ads on social media and advertisers' interest in shifting budgets to digital campaigns have the ability to chip away at TV's stronghold. 

So while we're still going to tune in to our favourite, mindless reality shows after work, we're also going to consider opening Snapchat and watch cooking lessons from Tastemade. The same creativity that can happen on TV, can happen faster and maybe even better on social.

Here's AdvertisingAge's report on shifting television budgets

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