REPORTS

Special Report: Smashing the Silo Barrier – How Total TV Is Revolutionizing Ad Sales

The Measure

Feb 10, 2025 • 1 min read

From Imagine Communications and TVREV

The TV industry is at a crossroads when it comes to ad sales. The traditional approach of treating linear and streaming inventory as separate entities no longer matches how people actually watch TV anymore. Our new report digs into how Total TV is changing that equation, with a detailed look at how broadcasters are breaking down the artificial barriers between linear and streaming, creating more efficient operations that reflect today's viewing habits. The results have been pretty compelling.

Inside the report, you'll learn:

How Sky Media revolutionized their operations (with real numbers to back it up)
Why automation is proving crucial for inventory management
The specific challenges facing U.S. broadcasters

We spoke with key industry leaders who've actually implemented these changes, getting their insights on everything from handling premium inventory to managing cultural resistance to change. The focus throughout is on practical, proven approaches rather than theoretical solutions.