Despite a global pandemic and social turmoil, there were some positive shifts in our world that were facilitated by technology. The ability to order just about anything online and to virtually meet with medical professionals, family, friends, and teachers as well as colleagues and peers, and an inexhaustible amount of content with which to entertain ourselves stood out as capabilities not possible even a decade ago. So with that in mind, let’s take a closer look at what we like to call the 3 Cs (content, cloud and collaboration) and our predictions for 2021.

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Ratings forecasts are critical for broadcasters in defining their prices and sales models, models that are becoming increasingly complex as broadcasters look to offer cross platform campaigns to com-pete with newcomers disrupting the market. Advertisers want to know how and when they will hit their target (GRPs or impressions). Broadcasters want to know that they can deliver on their contracts but also without massively over delivering and losing potential revenue. At the same time, the accurate prediction of ratings, for a human, takes years of experience and practice and proves a significant succession planning challenge for broadcasters.

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