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Q: It’s being said that the Reliance-Disney merger will lead to a seller’s market, as against it being a spender’s one right now. Is that good for the media? Are consolidation and mergers good for consumers?
A: While I agree that the Reliance-Disney merger would create a significant competitive advantage for the merged entity, I don’t agree that it would result in a seller’s market. In today’s media environment, performance marketing in every delivery evaluation is a reality. Media shares are continuously getting reconfigured by sector, by company and by business/ media outcomes. Owning real estate (accessibility) might not necessarily result in automatic selection of a media vehicle for a campaign. The proof of delivery is a must. If the merged entity delivers that, it will get rewarded. Inspite of the ‘winner keeps it all’ adage, the fact remains that the right of way could rarely be for a seller, unless it’s a monopoly.
It may be discerned in the digital world but might not be true for a click-and-mortar world where the merged entity will compete.