IPA issues statement on Sky’s takeover of ITV’s broadcasting and streaming arm

Says Paul Bainsfair, Director General, IPA:

“Broadcaster consolidation is increasingly inevitable in light of the growing dominance of the big tech platforms. That said, the advertising and media landscape is not a single market.

“Linear TV is a distinct market within the broader video ecosystem and remains uniquely powerful for building brands – its scale, creativity and emotional impact make it an incredibly effective medium for driving long-term growth. As such, the merged entities’ dominant share likely means advertiser protections need consideration.