LONDON – The so-called “death of linear” may be over-hyped, at least in the UK. That’s the view of one senior agency executive, who says the shift to connected and streaming TV isn’t happening as fast as some industry chatter might suggest.
While it’s true younger viewers are increasingly streaming video, even they still watch a good amount of traditional television, especially live programming, Seun Odeneye, MD UK & IE, Media at Kinesso, said in this video interview with Beet.TV.
Meanwhile, among older viewers, live viewing remains remarkably robust, Odeneye said. This raises important questions for advertisers about how to reach their target audiences most effectively in today’s fragmented media landscape.
TV is Where the Eyeballs Are
“When you look at the UK market, 75% of 35 to 45-year-olds are watching live linear TV,” Odeneye said. “Yes, Gen Zs are streaming more and watching more on-demand stuff. But even when you look at under 34-year-olds in the UK … they’re still consuming linear TV.”
Kinesso is a tech-driven performance group within IPG, formed out of the combination of Matterkind and Reprise.
Odeneye said the key for ad buyers is to find the right mix of channels to achieve clients’ goals.
“Are they just on linear? No, but they are. Are they just on Google and Meta and TikTok? No, but they are. So, from our point of view, our job is to try and find the audiences irrespective of where they are, across all their devices and supply.”
Channel 4’s Smart Move
Odeneye cited Channel 4 as an example of a traditional broadcaster that’s doing a good job of adapting to the changing media landscape. Channel 4 is distributing its content on social media platforms like TikTok and YouTube to reach younger audiences where they’re spending their time.
Odeneye notes that Channel 4 understands the need to reach eyeballs on social platforms, saying, “They’re making sure their content is available there, so they can reach those eyeballs.” This strategic approach allows Channel 4 to maintain a presence on traditional TV while also expanding its reach through digital channels.
Convergence of Media
Looking ahead to 2025, Odeneye expressed excitement about the convergence of media, where various channels and platforms are becoming increasingly interconnected. He views this trend as a positive development for advertisers, as it enables them to reach consumers across a wider range of touchpoints.
“I’m looking forward to what we’re seeing right now and we are at an inflection point,” he said. “What we’re seeing is media converging. I’m looking forward to actually tackling that challenge head-on for our brands.”
This convergence presents both challenges and opportunities for agencies. It requires a more holistic approach to media planning and buying, as well as a deep understanding of how different channels interact with each other, he said.
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