In her recent MediaPost article, Pinnacle’s Chief Media Officer, Megan Boveri, cuts through the noise on one of the most talked-about topics in advertising: the future of television. And her take is refreshingly clear, because while the industry is still debating definitions, consumers have already moved on. For today’s viewers, TV isn’t defined by a device or a channel. YouTube, Hulu, ESPN, Twitch, TikTok and traditional broadcast all live in the same mental category. Consumers already see all of it as “television.” As Boveri explains, the real story isn’t the shift from linear to streaming, it’s the convergence of the entire video ecosystem. With AVOD platforms growing and live sports migrating to streaming, the lines between formats have all but disappeared. What hasn’t kept pace, however, is measurement. The industry is still trying to evaluate a unified medium using siloed tools. GRPs and impressions don’t play nicely together, and neither paints the full picture of true performance.
Boveri’s perspective makes one thing clear: the future of TV isn’t about choosing sides. It’s about embracing the way consumers already watch, through one seamless, connected video experience, and equipping brands with the tools and measurement needed to meet them there.
For Boveri’s full breakdown and deeper insights, read the complete MediaPost article here: https://www.mediapost.com/publications/article/410940/
