The 13 Most Important Things TV Execs and Insiders Learned in 2024

It would be an understatement to say that the TV industry has changed a lot in the past year.

Yes increasing consolidation, lower prices in advanceand an ongoing struggle on sports rightsstreamers and broadcasters are forging ways forward in the new age of TV. And, they also learned lessons along the way.

ADWEEK asked 14 TV executives, ad sales executives and insiders about the biggest thing they’ve learned about the industry in 2024.

Jay Askinasi, svp head of global media revenue and growth, Roku

“Interoperability in the programmatic ecosystem has become a critical priority.

Strengthening relationships with third-party partners not only brings success for our advertisers, but also elevates the entire industry. This year underscored how interoperability is increasingly important to create a unified yet open platform that seamlessly integrates with industry standards, third-party tools, and existing advertiser workflows.”

Dani Benowitz, Global and US President, Magna

“Change is constant and the industry continues to become even more fragmented.”

David Cohen, CEO, IAB

“We tend to look at challenges and headwinds before embracing opportunities. It’s time for the industry to regain an opportunity mindset. With so many changes happening so fast, how can we leverage them to drive growth?”

Yes, we need to stay practical, pragmatic and balanced. But we won’t win by playing defense. It’s also time for streaming to come out of its teenage skin and grow up. I fully understand the business imperative for profit, but heavier ad loads with poor frequency caps are not a winning formula for viewers, and inconsistent measurement is not great for advertisers.”

Rita Ferro, president of global advertising, Disney

“Being flexible and agile to a dynamic market continues to be a top priority for us. We need to maintain customer focus so we did quite a significant reorg Maybe two months ago to really face the importance of being close to our customers, understanding what their goals are, and making sure that we respect all the expectations of the best partnership with them. Flexibility, consistency and the way we see it is really important.”