Tag: performance

THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)

24. 4. 2026 In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people, media agencies, creatives, and people working at the front line within television itself. The objective was not to validate assumptions already sitting in the market. It was to uncover what had changed, where belief had shifted, and why.