The TV consortium that comprises Adobe, research and strategy consultancy, MTM, Sky, data provider TVbeat and analytics company Alphonso, is designed to explore TV measurement and personalisation needs in Europe.
The research found that, while TV advertising is worth almost €20bn (£17.7bn) a year across the five markets, the UK has experienced a 9% drop in daily linear TV viewing. The Netherlands and Italy follow with a 6% and 5% drop respectively.
