The Medium
Member Mailing: Insights from PARQOR's Four Trends for Q4 2022
A reminder that this week’s schedule will be:
- Monday: Revisiting PARQOR’s Predictions for 2022
- Today: A summary of lessons from the Four Trends of Q4 2022, and
- Friday: Key trends I’m considering for Q1 2023.
My predictions for 2023 are scheduled to be published in The Information next week.
At the beginning of October, I outlined the four trends and market signals that identify the seismic market shifts in media that are poised to play out in 2023.
There have been 27 mailings (and two opinion pieces for The Information) since then. The breakdown of total mailings by theme (and double-counting for multiple themes) is:
- Media companies have consumer credit cards on file. What happens next? (Total: 9)
- Linear channels seem doomed. What happens next? (Total: 12)
- There is no such thing as a CTV household, what happens next? (Total: 8)
- Hollywood’s future lies in the creator economy, what happens next? (Total: 10)
It is a pretty even distribution of essays across themes, perhaps helped most by essays covering multiple topics.
My original, pre-breakdown calculation guess was that I had written too little about theme #2. But, it turns out actually had written too little about theme #3. Those essays focused on answering the question, “How do we think about the future of TV advertising when the TV is no longer the center of the living room, but eMarketer and Nielsen are telling us it is?”
Total words: 2,600
Total time reading: 11 minutes
That trend emerged from conversations at the IAB Video Leadership Summit in June. I thought that story would be dynamic, and it was in one important way after Procter & Gamble’s earnings call (“P&G's Quiet But Seismic Shift in Spend”): P&G’s new focus on reach seemed to be the ...