Hot List: Tariffic Articles from TV Land
“He who lives by the crystal ball will eat shattered glass” - Ray Dalio
It’s really tempting to talk about tariffs, bi-partisan TikTok bans that aren’t really happening, and how awesome it would be for TV if the one-second social view were applied universally.
Instead, this week’s Hot List gives you food for thought from Alan Wolk who calls this moment the calm before AI really gets its claws into TV.
And from Tim Hanlon, who looks at the threat 5G poses to ATSC 3.0 and TVs evolution.
While Alan rightly points to the absurdity of social views counting as TV, we do have some evidence of a better way to measure on the horizon.
As Jon Lafayette covers, Comscore extended its MRC chops. And iSpot announced outcomes at scale with networks.
Add to that, Tubular Labs’ push to counting social minutes over time in order to give the market velocity and deeper engagement benchmarks. So we can know things like Rotten Mangoes captured hundreds of millions of minutes of women’s time in Q1 for its true crime.
It all comes down to monetization, as OKAST CEO Cédric Monnier points out in this week’s Marconi newsletter: we’ve got this booming new digital TV ecosystem, but you’ve got to be smart if you want to make any money off of it.
And while CTV may still have skeptics, it still has a “definitely made it to a screen” advantage. To wit, we have exclusive data from iSpot which uses on screen verification to show how March Madness delivered better cross-platform TV reach for advertisers YoY. What’s impressive isn’t just the 9% upward delta but that the volume of verified TV ad impressions through the Elite 8 almost reached 22 billion.
Finally, SNL deserves a shout out for it’s Check to Check Business Channel coverage of the impact of tariffs on every day folks.
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