New measurement of success will be across media formats, not media: Ashish Pherwani

Shrugging off the disruptions of the year gone by, businesses and agencies are looking for a strong revival in 2021. Over the next few weeks, Adgully – as part of our annual TRENDING NOW endeavour – will be presenting the strategies and views of a cross-section of industry leaders as they go about reclaiming lost time and market opportunities and build for a stronger future, armed with the lessons of 2020.

Ashish Pherwani, Partner, Media & Entertainment Advisory Services, ‎Ernst & Young, sees the emergence of Mediagnostic measurement, ‘Super’scription, Community Real Estate and Regional royalty in M&E in 2021.

M&E trends in 2021

  • Mediagnostic measurement – As the lines between print, TV, digital, radio, film, etc., continue to blur, new measurement of success will be across media formats, not media, viz, audio (~5%), text (~18%), video (~57%) and experiential (~20%)
  • ‘Super’scription – Renewed focus on subscription income, across print, TV and digital, to de-risk business models from the over-reliance on ad sales
  • Community Real Estate – Focus on community-based business models, comprising customised offerings for, by and of different communities, to enable increased relevance and monetisation
  • Regional royalty – More regional content will continue to drive growth in regional media consumption, and that should drive more and faster growth for regional markets across media

Great expectations

Overall, probably all M&E segments except radio, print, OOH, events and cinema will all reach or exceed 2019 levels

Key learnings from 2020

  • M&E showed its strength and – except where prohibited by law – managed to keep itself going, entertaining and educating its audiences
  • Build business models with profitability in mind, and not based on purchased consumers or consumption
  • A healthy mix of ad and subscription is critical for stability
  • Every physical product must have a digital extension/ avatar

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