Behavioral changes in TV consumption – once limited to young early adopters –
are now cascading through older age groups.
The trend is also present in Greece, as seen on the above chart, based on the NIELSEN peoplemeter data. Daily REACH has lost 10 percentage points in recent years.
An Ebiquity analysis now, suggests that at least in the UK, within the next five years, TV may no longer be as reliable for advertisers seeking cost effective reach as it is today.
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