Television’s tentpole live events, such as the Super Bowl and The Oscars, continue to reliably attract top advertisers. TV viewership may be facing headwinds, but brands still see these broadcasts as a compelling opportunity to reach large and engaged audiences.

At the same time, marketers have been conditioned by the speed and richness of data available to them in digital advertising. Increasingly, they are pushing TV networks and agencies to provide the same speed and granularity of data for their spending on TV ads, enabling a move from post-mortem analysis to real-time optimization. Networks are responding by investing in new capabilities to meet their advertisers’ needs, in the hopes that this will help them reclaim the narrative for TV advertising and pull back dollars from digital budgets. This dynamic is likely to shape the way TV ads and sponsorships are bought and sold in the very near future.