Consumers are predicted to spend over 12 hours daily with media in 2024—about 60% with digital media.  Just ten years ago, this was traditional media’s percentage. Nonetheless, traditional media—led by TV—remains a big part of the equation.

In 2024, we’ll continue to see a fragmented media landscape with more niche networks and platforms delivering more and more content. Audience engagement will be more difficult than ever with consumers spread out across different channels.  Example:  From 2021-2023, the number of individual TV programs has grown to over 1.1 million. Combined with an explosion of streaming services, the video landscape alone has quickly become vast.

More content will lead to more time spent with media but also increased fragmentation.  Marketers will be challenged to achieve the target audience reach needed for their brands to grow and succeed. It will be more important than ever to adjust the media mix to reflect the growing fractionalization.

2024 is also a presidential election year, which always makes marketing more difficult for advertisers, especially in swing states like Ohio.  With issue-based ad spending expected to increase double-digits compared to the last presidential election, the key to success will lie in continuously monitoring and adapting to the ever-changing marketing landscape, while keeping the customer at the forefront of all strategies and initiatives.