PARQOR is the handbook every media and technology executive needs to navigate the seismic shifts underway in the media business. Through in-depth analysis from a network of senior media and tech leaders, Andrew Rosen cuts through what's happening, highlights what it means and suggests where you should go next.  

In Q4 2022, PARQOR will be focusing on four trends. This essay focuses on the themes, "Linear channels seem doomed. What happens next?" and "There is no such thing as a CTV household, what happens next?"

The more I think about it, the more I think the Procter & Gamble earnings call last month was a seismic event in advertising.

It has not popped up in my feeds or inbox as anything significant. But last week The Trade Desk CEO Jeff Green — whose Q1 2022 earnings call I wrote about in May and in “The Upfronts Model Isn’t Dead Yet” — highlighted comments by P&G CFO Andre Schulten on its FY Q1 2023 earnings call that I highlighted in last Friday’s essay.

To remind you, Schulten said on the earnings call :

“On the media investment, I think we really need to shift focus. It is difficult to describe media sufficiency in dollars, especially when we are actively shifting our spending from linear non-targeted TV into programmatic and into digital spend, that is a lot more targeted and a lot more precise in terms of delivering reach and quality of reach where we need it.”

Green spiked the proverbial football by repeating this quote to investors.

Key Takeaway

Looking at P&G's quarterly earnings more closely, the emerging market signal seems big and broad: brand advertising spend seems to have bought a one-way ticket from linear to digital.

Total words: 1,100

Total time reading: 5 minutes