Author: Tim Peterson

This week’s Future of TV Briefing looks at how TV network and streaming service owners like AMC Networks are placing bigger bets on outcome-based measurement heading into this year’s upfront and the potential for outcome-based buying.

• The outlook for outcomes
• Nielsen updates The Gauge’s streaming rankings (again)
• Creators vs. deepfakes, MLB’s and F1’s rights talks and more

The outlook for outcomes

Outcome-based measurement is becoming more commonplace in the TV and streaming ad market. So how long until business outcomes – which range from search and sales lifts to online and in-store visits – become the currency on which TV and streaming ads are bought and sold?

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In the measured language of quarterly earnings calls few phrases say more with less than “cautious but competitive”. That’s how Publicis Groupe CEO Arthur Sadoun described the mood among advertisers as tariffs cast a long shadow over the global economy and subsequently ad spending.

As President Trump administration’s tariffs keep the world guessing, marketers are starting to weigh the consequences: thinner margins, shakier pricing and the return of financial scrutiny across every marketing line item. No one’s pulling out. But no one’s doubled down either. 

“To be clear, our clients are going to wait to see if there is more visibility before starting to invest,” Sadoun said on the group’s quarterly earnings call on Tuesday.

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