13 MEDIA INSIGHTS
SPEND & TRENDS REPORT
“Even though it’s a very uncertain time in our industry and there is a lot of change coming to the role, the importance of research is as important or more so than ever before.”
We’re seeing that the community is telling us that they’ll cut contractors before incumbent talent but that reliance on outside vendors has increased- There is a net increase of 12%. Overall, there’s a general trend of consistency that we’re seeing. Despite what we know and see every day in the moment- these results are saying that the community is going to hold firm and it looks like we’re gonna white knuckle our way through here. While working with brand new partners is something that happens every year, it comes with a ton of upfront effort. And these days, it feels like we’re doing more of the work. And so this is the problem with going with new partners. You do so much work to help them get things to a usable state, but you’re doing the work and you’re paying them. And with the industry in a changing state, the outcome often isn’t
as good as we would have wanted and that’s very frustrating to say the least.
These results make me optimistic. Even though it’s a very uncertain time in our industry and there is a lot of change coming to the role, the importance of research is as important or more so than ever before. This is a very experienced group and it seems they have a firm hold on the challenges ahead and how to overcome them.
James Petretti SVP North America Distribution Research Sony Pictures
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