WHY THIS MATTERS:Since 2012, the percentage of TV commercials containing the sponsor's URL has hovered at about 60%. In 2017, 57% of TV ads contained a website call to action, iSpot.tv said.
Reacting to reports that Discovery Communications and Scripps Networks Interactive were in merger talks, Wall Street said that while a combination might make some short-term sense, it wouldn't solve long-term issues. "With ongoing MVPD consolidation and wave after wave of negative pressures hitting pure-play cable network stocks, there is sound industrial logic for M&A on the network side," said Michael Nathanson of MoffettNathanson Research.