GroupM’s Matt Sweeney on the State of Media in a Struggling Economy

Streaming, upfronts, esports and more in conversation with Adweek's Lisa Granatstein

GroupM chief investment officer Matt Sweeney thinks gaming and esports will be central to the future of entertainment, calling the content “intriguing.”

“It will be interesting to see what happens to esports when live sports gets back on the air,” Sweeney told Lisa Granatstein, editor, svp, programming, Adweek, as part of Adweek at Home, a week of virtual events which today focused on the future of TV.

The conversation touched on various aspects of the uncertain media landscape, including the TV upfronts, shifting budgets, the rise of addressable TV and new streaming platforms.

“We’ve seen a tremendous amount of growth towards addressable over the last few years as part of the upfront,” Sweeney said, while questioning whether such buys need to be part of the upfront process.

Regarding some streaming services that have been advertising holdouts—first and foremost ,Netflix—Sweeney said, “At some point I imagine that some folks that don’t do traditional advertising will eventually take ads.” Watch the full Q&A here:

@ErikDOster Erik Oster is an agencies reporter for Adweek.