GroupM: Inflating Prices, Enhancing Value

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  • Prices for like-for-like media units in television in the US have risen over time in part because of the structure of the industry and the ongoing emergence of new brands.

  • The basket of media that a buyer incorporates into their measure of inflation should evolve.

  • Marketers should focus on directing their budgets to high value inventory rather than towards inventory with low costs.


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