MEDIA PREDICTIONS 2019 - KANTAR
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
MEDIA
PREDICTIONS
2019
FOREWORD: A TRANSFORMATIONAL
TWELVE MONTHS IN MEDIA
Richard Ingleton Andy Brown
GLOBAL CEO INSIGHTS DIVISION, KANTAR CEO & CHAIRMAN, KANTAR MEDIA
Before we gaze into our crystal ball and make predictions for 2019, we wanted to reflect on
2018 and what has been another year of change in media - and its implications for research
organisations like Kantar.
We’ve seen the continued fragmentation of audiences and the ever-fierce battle for eyeballs with
the growth of Netflix and Amazon. Making sense of this changing landscape is challenging and
increasingly we’re seeing a ‘connected intelligence’ approach, where syndicated data solutions of
all types are being directly integrated with advertisers’ first party data.
Away from the screen, we’re witnessing a renaissance in audio through the rise of voice activation
for consumer applications. As with all new technologies, voice is creating both challenges and
opportunities for the research industry. This year, we have started tracking and measuring voice
activation and can already see the ways in which it is changing consumer behaviour.
And 2018 will of course be remembered for the introduction of the General Data Protection
Regulation across Europe. From the point of view of a market research organisation, GDPR is one of
the best things that could have happened. It has not only put clear blue water in between market
research and other data solutions, but also placed a greater emphasis on the provenance of data
and transparency for consumers, both of which have always sat at the heart of market research.
There has never been a more exciting time in media. We look forward to working together with our
clients & partners to better understand this changing landscape throughout 2019 and beyond.
Media Predictions 2019 2
EDITOR’S
INTRODUCTION
Jane Ostler, Kantar
Ten years ago, we made our first Media and Digital Predictions. Presented in an earnest-looking
4:3 format, they look old fashioned now, but the content wasn’t far off the mark. The growth of
online video, mobile marketing and even voice-activated search were all highlighted as things to
come. And they still are.
A few trends that will be guaranteed in 2019: further consolidation in the AdTech market, GDPR’s
impact spreading beyond the EU; the widespread use of Artificial Intelligence in most marketing
applications, and maybe a new realisation that there is no Holy Grail in measurement, but you can
continue to improve marketing’s impact through the intelligent application of insights.
So for 2019 here’s a set of 12 lively predictions from our experts around the world. We’re not focusing
on grand, airy-fairy concepts, but useful, practical ideas that will help marketers and their agencies
tackle media and effectiveness measurement challenges head on, without fear. And this year we’re
renaming them Media Predictions, because most media is now becoming digital.
Media Predictions 2019 4
ANALYTICS AND ARTIFICIAL INTELLIGENCE
WILL FINALLY BRIDGE THE ROI DIVIDE
Gonzalo Fuentes, Kantar
More sophisticated use of data, combined see significant changes in this area. The biggest What will make a difference? Firstly,
with analytics techniques and Artificial dilemma is that there is still a strong divide advancements in data management systems
Intelligence (AI), will allow marketers to in the way measurement is done for different and analytics will help to solve the offline/
understand true ROI. investments. online conversion dilemma, and also navigate
the online and offline investments ecosystem.
The pressure to understand the ROI of Traditional Market Mix Modelling and And all this in an always-on data ingestion
marketing investments is increasing all around econometric models have the advantage environment.
us. Measuring/proving ROI is the #1 struggle of being able to give an overall perspective
for advertisers globally, with understanding of marketing investment’s impact on sales. Secondly, the increased use of AI/Machine
omnichannel behaviour and optimizing media They were perfect when the media plans Learning during the modeling process will
investment close behind [Source: Kantar’s and marketing investments followed a fairly expedite the process and allow greater
Getting Media Right, 2018]. The appearance standard approach. In today’s ever-changing sophistication in the number of modelling
of the “Chief Growth Officer” replacing the marketing environment, these models lack solutions used as well as real-time validation
good old CMO is not just a phonetic curiosity. granularity and are not very sensitive to digital (i.e. what is actually happening in the market).
It signals a clear trend that marketing investments, so they are increasingly seen as
professionals need to talk the ‘money’ language non-actionable tools for optimisation. Getting this right is important for demonstrating
for everything they do, or they will lose their seat the ROI of marketing investments and will be a
at the table. As a client of mine put it recently: Multi-touch attribution approaches are detailed massive competitive advantage to help forecast
“if you can’t show your dollar contribution, you and provide great platforms for optimisation ROI for our clients’ strategies.
become a cost - and costs can be cut”. of digital spend, but are too campaign-specific
and limited to digital conversion. What use is
With this pressure, effectiveness measurement this for companies that still have 90% of their
will need to up its game. My bet is that 2019 will sales happening offline?
Media Predictions 2019 6
BRANDS RAISE
THEIR VOICE
Jane Ostler, Kantar
Marketers will start to explore voice With around 24% of US households owning even more important in determining who
technologies in creative ways. a smart speaker, voice retail gives rise to new moves to the top of the list.
branded search opportunities, the equivalent
We predict a veritable outburst in voice/audio of being at the top of a paid search, or on an Alexa and others will start to be integrated
activity undertaken by brands in 2019. Far eye level shelf instore. It means a whole new into in-car entertainment, overcoming the
removed from the traditional 30” broadcast landscape for branded content too. How about horrendous in-car UX experience. Voice
radio spot, the growth in connected audio sponsored audio recipes from manufacturers capability will expand to other currently dumb
devices (smart speakers, connected in-car which link to a basket of ingredients? objects – ask your microwave how long to
entertainment) and formats (podcasts, voice defrost that fish!
search, voice assistants), gives rise to new There’s also more potential for brands to
creative opportunities for brands to use audio target their advertising, based on audiences’ And finally, we’ll see voice used more as a
in their communications. demographic and voice search behaviour. market research tool; you’ll be in your kitchen,
The use of AI in deciding the optimal target answering questions, reviewing experiences,
This raises some interesting questions for audience in real time will be based on other or submitting product reviews. This means
marketers: how to integrate voice activity consumers’ past behaviour, and will determine connection and integration with other brand
with the rest of the campaign and how they what results you hear. channels will become crucial - any innovation
find their own voice. This will include decisions is pointless if you don’t test and learn. And a
about what voice (or voices) to choose, and Voice means some tricky challenges in host of new exciting jobs will be established:
means they need to develop an approach for company structure: voice content means who wants to be an audio influencer, a
sonic logos /taglines /mnemonics. merging the traditional silos of marketing and sponsored voice assistant, or the voice of
customer service. Trust in brands will become branded audio content? Sounds great to me.
Media Predictions 2019 8
BUILDING TRUST AND INTERACTIVE
EXPERIENCES ON SOCIAL MEDIA
Coolio Yang, Kantar China
Marketers will turn to China to New solutions are emerging to quantify in social media who can learn cognitive
understand how social media can use new the influence of key opinion leaders, functions to develop a human personality
technologies to develop trusted and richer including a Kantar Media CIC partnership and interacting with other social media
experiences. using blockchain. The concept is simple: users. These AI users are gaining popularity
the influencer sets up an account on the and even becoming influencers. One such
Paid and earned use of social media by platform with an opt-in profile to their digital example is Microsoft’s Xiaobing, a popular
brands in China is thriving; Tik Tok, the short influencing power data, e.g. number of fans, virtual social media character, and is able to
video sharing platform, reaches more than average reads per posts, etc. The data is then interact with users on Weibo, WeChat and
100,000 users with social ads. Meanwhile verified by other users on the blockchain, Meipai and even write poetry, children’s books
there are more than 500,000 product- providing an accurate indication of the and songs.
related posts every minute on Red, the social influencers’ reach.
media site [Source: Kantar Media CIC]. Given In 2019 we’ll see the continued evolution of
the vastness of social media in China, with In effect users become the quality controllers, social media in China as a channel for rich
more than 700 million regular users, the building trust when it comes to how many brand experiences with consumers.
importance of influencers continues to grow. fans an influencer has, and how many of
Marketers in China are increasing investment them read, engage and interact with them. ADAPTED FROM KANTAR MEDIA’S ‘CHINESE SOCIAL
in influencer and celebrity partnerships on MEDIA LANDSCAPE’ REPORT
social media. However, brands are finding it The use of social media by brands is
challenging to measure the real ROI among becoming even more sophisticated with
the many walled garden platforms. a third generation of social media user -
artificial intelligence. AI is an emerging “user”
Media Predictions 2019 10BRANDS BUILD
EXPONENTIAL EXPERIENCES
Niels Neudecker, Kantar Maura Coracini, Kantar Brazil
Brands will create new kinds of experiences goes beyond selling products: we now have media managers will need to move from
for consumers, and learn how to integrate the mission to create experiences, more than thinking about media channels to thinking
and evaluate them. converting leads and driving consumers in one about consumers. How will consumers
single journey. But what does that all mean for make use of the internet of everything in the
Welcome to disruption: Social platforms media managers? Media channels like TV, radio various categories? For automotive brands,
becoming marketplaces, eCommerce and social media, will evolve into the internet the connected car is becoming a standard
businesses becoming publishers, publishers of everything – a vast experience network. infrastructure, but nearly half of connected car
becoming content creators, data scientists Our Connect database, with over 350,000 owners don’t understand the features they have
becoming advertisers, ad agencies becoming touchpoint evaluations, reveals that experiential [Source: Kantar TNS Connected Car study]. For
technology businesses. Within just three brand moments contribute up to nearly 50% of consumer products like food, the smart fridge
months of 2018, Amazon launched their first brand desirability, and paid media contribute or microwave might be a relevant touchpoint.
voice-controlled microwave, Apple introduced around 25% of the overall success in building
their fourth generation of smart watches, and long-term brand equity. Media managers will This development has just started, and it’s
6 million new smart speakers were sold into turn into network managers and will be forced more than a trend - it’s a fundamental change.
our homes. to create an integrated experience across all Those that rethink media management will
touchpoints consumers interact with. lead this development and create exciting use
The consumer is at the centre of this cases in 2019.
development and is turning the marketing How can a brand message create value in this
world upside down. The conversation now new infrastructure? To answer this question,
Media Predictions 2019 12GENDER TARGETING
GETS REAL
Duncan Southgate, Kantar
Brands will start to take the portrayal of example, while 75% of ads tested by Kantar typified by more statement campaigns which
women in advertising seriously. feature women, just 6% portray women turn gender stereotypes on their head, such
in authoritative roles [Source: Link global as Always #LikeAGirl and Axe #isitokforguys,
We predict that in 2019 advertisers will start database, 2018]. Major brands such as Sofitel as well as many less heralded but equally
getting to grips with societal issues, and are still unwittingly causing offence, and important steps, such as toy manufacturers
use their power and leverage to promote needing to pull their ads. adjusting stereotypical gender assumptions in
progressive gender portrayals in advertising. how they target children.
Not being gender progressive would be As more marketers accept they are
to “reinforce rather than help eradicate ‘consciously incompetent’, we will see a It may not be until 2020 before we see many
harmful gender-based stereotypes” [Source: thirst for knowledge about how to address advertisers making progressive targeting
Unstereotype Alliance]. When it comes to these media and creative challenges. People seem like second nature – ‘unconscious
gender targeting, the marketing industry is will pore over the insights and case studies competence’. The ones who will get there
going back to school. As with any new skill, being shared via platforms such as the first will be marketers who establish
there are four stages of learning, commonly Unstereotype Alliance, as well as enhancing progressiveness measurement systems to
known as the Hierarchy of Competence. their copy testing with gender equality benchmark themselves and drive institutional
metrics, and ensuring suitable checks and change, like Diageo and Unilever. Gender
There are still many people in the marketing balances are in place prior to launch. This targeting is obviously just one aspect; other
industry who don’t realise there is a problem will lead to proactive action, and the gradual factors such as race, sexual orientation and
– ‘unconsciously incompetent’, if you like. eradication of the worst offending ads age are also vital considerations. Best in class
But in 2019 evidence will continue to emerge (hopefully). marketers will embrace gender as part of a
showing that gender targeting is not wider inclusion and diversity programme,
sufficiently progressive. Women cannot relate By the end of 2019 many more advertisers and will expect the same of the agencies that
to many of the ads they see, and progressive will be ‘consciously competent’. The transition work with them.
male role models are also a rare sight. For will not be without some missteps. It will be
Media Predictions 2019 14HERE COMES
AMAZON!
Andy Gallagher, Kantar Germany
Amazon becomes a fast mover in the digital other market they enter, they squarely have With evolution like this, marketers are never
advertising race across all its platforms. their eye on being a big dominant player. far behind. Advertisers are now embracing the
Google and Facebook: the duopoly of digital Amazon platform as a marketing vehicle for
Unless you’ve been living under a rock for the ad revenue is now over, you now have a third branding, given these large engaged audiences.
past few years, you’re aware of the rapid rise member knocking on the door - the much
of Amazon in the marketplace. Amazon is heralded ‘triopoly’. Oh, and advertising revenue Amazon recently leapfrogged Microsoft into the
the archetypal disruptive brand. By making is Amazon’s fastest growing sector, now #3 position for digital advertising share [source:
people’s lives simpler, less expensive, and more totaling $2.2bn. eMarketer] with lots of wind in their sail to get
convenient, Amazon has grown its brand value closer to the big 2 in the coming year. Amazon’s
by 2,228%, far outdistancing the 2018 BrandZ™ How has Amazon been able to grow so advantage over Google and Facebook is the
Top 100 Most Valuable Global Brands (which quickly? While consumers have historically ability to link on-platform behaviours (like
grew by a creditable 152% overall). viewed Amazon mainly as an ecommerce purchases, search, and content consumption)
channel, their ecosystem has been rapidly back to the advertising campaign. We’ll
While the Amazon brand is embedded in evolving. Amazon has become a powerful certainly be watching the battle to grab the
many different pieces of everyday life, they medium for content consumption for millions most digital dollars next year. Clearly there is
have recently expanded their presence into of new consumers across multiple platforms a new contender in the race.
the advertising platform space. And, like every like Amazon Prime Video, Kindle, and Fire TV.
Media Predictions 2019 16THE VIDEO SAGA
MOVES ON
Nicole Jones, Kantar North America
Video ads will start to develop their own decisions about the ending or the characters that consumers will remember. Consumers
personality, rather than being an edit of in ads. Involvement allows the consumer to are 32% more likely to enjoy an ad on a TV
the TV ad. be in control of what they see next or even set than via online platforms [Source: Kantar
allows them to make a purchase within the Media DIMENSION study].
Video ads have gone through many ad unit.
iterations; from simply putting the TV ad We know that integrated and customised
online, to developing customised ads for each Vertical video is a great example of mobile campaigns are 57% more effective than
device. Brands can no longer get away with first advertising which takes advantage of non-integrated campaigns [Source: Kantar
a 30s TV ad, or a 6s cutdown to convey their the full screen and consumers attention. Millward Brown AdReaction 2018]. With the
message. Consumers expect an authenticity Advances in technology have also allowed rise of ad-free platforms such as Netflix
in video, rather than simple versioning for augmented reality to be available from and ad-free Hulu, it is even more important
each platform. The proliferation of Snap and testing paint colors to seeing how furniture for advertisers to diversify how they
Instagram story ads allow brands to entertain will look in your home to even news. reach consumers. Brand integrations and
consumers in a more personal way. sponsorships are the lifeline to consumers,
While video ads have continued to evolve, but only if they connect on an emotional
In the past online videos talked more to we need to keep in mind that consumption level. In 2019 marketers will use video to
consumers, while now technology has allowed habits have changed, with younger capture consumers’ attention and generate
consumers to be involved in that conversation audiences consuming more mobile and an emotional journey, leading to better short-
and interact with the video. AdReaction distractions vying for our attention. We need term and long-term response.
2017 shows us that 27% of GenZ like to take to understand how content can be created
Media Predictions 2019 18BACK TO THE…BIG SCREEN
Hanne Teigum, Kantar Norway
The big screen is making a comeback, Consumers turn to the best available screen olds, 9% of viewing takes place on a PC or
bigger and better than before. for their TV and video viewing. Mac compared to 2% of the total population.
Netflix content is predominantly watched on
TV is the proven brand-building medium: the In Norway we measure all TV and video the big screen, with 61% of all Netflix viewing
dominant cultural and advertising channel content, in-home and out of home, where in-home happening on a connected TV set.
of choice. Far from the killing television, the the TV set continues to dominate 96% of YouTube content watched in the home is
internet is now part of the TV and video all viewing across the population [Source: predominantly watched on PCs, tablets and
ecosystem in its scramble to launch OTT Norway data Aug-Oct 2018]. Our figures smartphones whilst the TV set accounts for
services and commission the next series. reveal that 56% of on-demand broadcaster only 12% of in-home viewing.
content takes place on a TV set, 20% on PC
When we started measuring television and Macs, 13 % on a tablet and 10% on a These figures from Norway reinforce why
beyond the TV set in 2010, smart TVs had smartphone. Audiences aged 40+ still watch brands need to measure the effectiveness
low penetration and tablets were new. The more than 95% of their overall viewing on of their marketing campaigns and exposure
latest UK data now shows that smartphone a TV set. across screens, as we make the move from
purchases may be reaching a plateau. Tablet TV Audience Measurement to Total Video
sales grew steeply at first but may now be However, this isn’t a trend seen within the Audience Measurement in 2019.
on the wane, and smart TV penetration has younger population. Total TV and video
grown from under 10% to nearly 40% in 4 viewing on tablets represents 7% of the Yes, we are still watching television, but it’s TV
years [Source: Ofcom Technology Tracker]. viewing for children 2-9 years old, compared in all of its forms.
So what does 2019 hold? to 1% for the total population. For 20-29 year
Media Predictions 2019 20ARTIFICIAL INTELLIGENCE WILL
DRIVE MEDIA TARGETING
Chris Borchert, Kantar North America
New developments in marketing at a specific price point, through determined Today we bucket individuals into predefined
automation will be helped by AI, using channels. When building any kind of model, segments, but with the future use of AI, we
attitudinal and behavioural data. not just propensity models, the effectiveness will be able to continually optimise targeting.
and accuracy of the model is dependent on This will enable the real-time reassignment of
Artificial Intelligence (AI) is one of the the quality of the data going into it. AI will individuals into new segments, based upon
greatest developments of our time. In 2019, further help improve the modelling process both their thoughts and feelings about a
the application of AI within the media and by identifying errors within the datasets brand or product, as well as the behaviours
marketing industry will increase beyond a that feed these predictive models. All of this they exhibit both online and offline. We have
50% adoption rate and significantly affect will lead to further marketing automation, seen this type of positive AI impact help
the following areas: predictive analytics, which will establish the most effective time clients to deliver marketing messages to the
advanced marketing automation, and ad and place for delivering a specific type of most receptive audiences. However, with the
targeting. These three areas will accelerate message to the right consumer. implementation of GDPR protecting personal
the media decision-making process for data in Europe, advertisers need to be careful
marketers and agencies. In 2019 we will also continue to see major that they are not compromising themselves
developments within the ad targeting space, to achieve the most effective targeting.
With AI, the accuracy of predictive modelling due to the application of AI. Programmatic
and the amount of data that can be systems (DMPs) will be able to quickly run
processed will increase exponentially. It’s through historical attitudinal and behavioral
with this increased computing capability data to determine which ads perform best
that AI will allow us to design highly tailored for different types of people throughout the
marketing campaigns that will be driven by consumer journey.
the probability of an individual to convert,
Media Predictions 2019 22INFLUENCE WITH
CONFIDENCE
Agustina Servente, Kantar Argentina Karina Kuczynski, Kantar Argentina
Brands will seek to gain trust by using Influencer Fatigue (BIF). This can put the Brands will want to measure effectiveness
micro-influencers, and its evaluation will brands they endorse at risk. and efficiency of micro-influencers and
start to include brand performance. compare with other touchpoints and media
In 2019 brands will use influencers in a more channels. They will need to justify the higher
Two-thirds of multinational brands (65%) intelligent way by increasing their share of investment on this touchpoint. We see,
are planning to increase their spending on investment in micro-influencers: experts in a via Brand Lift Insights studies, the great
influencer marketing in the next year [Source: niche topic in a world of diversity, with lower effectiveness micro-influencers can achieve
WFA]. But as influencers gain importance as individual reach but with higher credibility. when they are appropriate and in line with
a brand marketing platform rather than just The successful micro-influencers will be the brand values. The brand performance of
for PR, they need to watch out. ones who offer relevant content, with high micro-influencers could be similar to social
quality aesthetics and meet their followers’ networks or online video.
Influencers continue to gain followers and needs: entertainment or new information.
so maintain a lively business recommending These influencers won´t change because of To gain trust and brand credibility, micro-
brands and products, from shampoo to the brands. As micro-influencers tend to have influencers could be a good option in 2019.
telephones. They’ve turned into celebrities, a genuine and specific profile, it will be easier However, they will need managing, and
but as a result their credibility has been for brands to associate with them - and the strategies need to be constantly refreshed
compromised, and transparency hasn’t other way around. and adapted to the audience’s needs.
always been obvious, generating Branded
Media Predictions 2019 24TARGETING WITH PURPOSE IS THE
KEY TO BUILDING STRONG BRANDS
Mark Henning, Kantar Australia
Brands will embrace more sophisticated simply as ‘targeted eyeballs’ ignores the on keyword searches. Users searching for
data sources for smarter targeting, human context. Beyoncé’s ‘Single Ladies’ were asked if they
combined with digital creativity. needed ‘dinner for one’. Here, targeting
In 2019, trust and privacy will be an even maximised the impact and relevance of
Over the last decade, data collection bigger challenge in media. Highly publicised the message.
and targeting has been marketing’s hot data breaches and flaws in privacy mean
property. The ready availability of data consumers are more distrustful than ever, Get intimate with data by using your own:
promises to only speak to the seemingly and the introduction of GDPR (with big third party data can be a commodity, not
most interested consumers, leading to a penalties for misuse of data) means that unique and ripe with privacy issues. Data
trend of hyper-targeting. In 2019 however, data is no longer as freely available. So from a trusted partner or your own client /
targeting will find a new purpose. as marketers get to grips with GDPR, a customer data should be of higher quality,
pull-back in hyper-targeting practices will but the data sets will be smaller, and if
Hyper-targeting focuses only on purchase continue in 2019. you’re only using customer databases
decisions and neglects to speak to a you’re not expanding your market, so this
broader range of people to build interest There will be more emphasis on attitudinal will need to be accompanied by a broader
in a product or service. There have been and contextual targeting. With soup communications strategy. Every piece of
large variances in data quality, leading sales declining in Australia, Campbell’s content counts. In 2019 marketers will focus
to under delivery on results and poor user created 1,700 variations of a single video on measuring its effectiveness to ensure it
experience. Treatment of consumers for YouTube, targeting audiences based delivers on the targeting promise.
Media Predictions 2019 26A NEW REALITY
FOR MARKETERS
Leonie Gates-Sumner, Kantar UK
Brands will start to explore and it may be the year of AR; enabled by the examples of AR are where it addresses a real
understand Augmented Reality’s role availability of AR on mobile web, consumers consumer need, like an app from US retailer
in brand building. will become increasingly familiar with Lowe which uses your smartphone camera to
immersive experiences. measure a room or object – much easier than
One day in the future, screens and headsets a tape measure! This kind of application may
will become defunct, replaced by contact Both AR and VR open new opportunities for not lead to a direct sale, but is a great way to
lenses which deliver a merged version of consumers and marketers. Ikea use both to build meaningful difference for a brand. For
the digital and real world, moderated by allow customers to visualise furniture in their VR, the power is in its ability to tell a story.
AI, ensuring we receive the most relevant home, and by linking this to ecommerce Storytelling will always be at the heart of
experiences for us. But we’re not there yet. they offer a truly end-to-end experience. every great ad, and VR could be our greatest
Travel companies like Thomas Cook are opportunity yet to immerse consumers in a
First, a quick definition: Augmented Reality using in-store headsets to allow customers to brand story and create engaging experiences,
(AR) is a digital overlay onto a real-world experience destinations before they buy, and moving from solitary to multi-user.
view and is accessible via most screens even including Google cardboard headsets
(think Pokémon Go), while Virtual Reality is with their brochures. And many fashion, Recent research by Kantar shows that only
currently an immersive computer-generated beauty and home brands are using AR, 24% of marketers see AR as a must-have for
experience with no real-world view, accessed allowing consumers to ‘try’ their products brands, with VR even lower at 18%. But as
through a headset. anywhere. with all new marketing channels, impact will
be greatest at the start, and brands which
While VR may play a role in B2B applications, Most of these experiences are product- experiment now will reap the benefits when
2019 will not be the year of VR for consumers, focused, but what about using these immersive experiences become the norm.
as demand is still not great enough. But new realities for brand building? The best
Media Predictions 2019 28CONTACTS
Jane Ostler
Jane.Ostler@kantar.com
Heather Parke
Heather.Parke@kantar.com
Kantar Media Predictions 2019You can also read
