TV Story of the Week
Channel 4 seeks license changes to address declining interest from its traditional 16- to 34-year-old audience. Research indicates reduced awareness and viewership, with streaming users primarily opting for catch-up services. Younger viewers find Channel 4's streaming ads excessive. In its relicensing request, Channel 4 aims to become a "digital-first broadcaster," seeking flexibility to alter schedules by removing lunchtime news requirements. Ofcom plans to eliminate the lunchtime news obligation but retain weekend news requirements. Consultation on these changes will continue until February 14, 2024, aligning with the evolving media landscape.
Influencer Marketing Story of the Week
Advertisers plan a 25% budget increase for content creators in 2024, with 44% aiming to boost investment, reveals the Interactive Advertising Bureau (IAB) and TalkShoppe's inaugural report. As digital video consumption peaks, 39% of consumers watch more creator content compared to last year. Ads around creator content are deemed impactful, with 92% of advertisers considering it a premium channel. The creator economy, valued at $250 billion in 2023, is projected to reach $480 billion by 2027, marking a significant shift in advertising strategy.
Social Media Story of the Week
The rise of advanced generative AI tools is pushing the boundaries of virtual influencers, with Spanish ad agency creating an AI character, Aitana, earning $10,000 monthly from brand contracts. As AI-generated characters become more lifelike, virtual influencers are poised to play a significant role in online interaction. The next phase of digital animation, replicating human movement, is emerging, posing both opportunities and challenges for marketers. The trend raises questions about the future role of human influencers and the need for disclosure in AI-generated content.