With the convergence of the digital world and the cable delivery system, advertisers will rely less on ratings and look more toward delivery.
Content will be less relevant as audience delivery becomes the key driver in television and cable buying. The technology currently exists through cable providers to give household and even demographic information about subscribers. This information coupled with the technology to deliver ad messaging at a household or even unit level will trump content ratings and put audience delivery at the forefront. Think about it, we will no longer "guess" at audiences but will be able to deliver individuals regardless of content. We will no longer be talking about what audience Grey's Anatomy received last night, but how many messages we delivered to Women 18-34, regardless of what they are watching. And the kicker is ... as advertisers, we will pay more for it, because we have less waste!
The second component to this model is that content will be offered both at a price or free with ad support. We will soon allow the end consumer to decide how they would like to receive content. They will be able to choose between $2.99 for the latest episode of Rules of Engagement or watch it for free with a few "un-skippable" ad units. This will further re-inforce the advertisers message as the end user will actually be requesting our messaging and will see the value of it ... therefore they will be more engaged.