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As the Euros kick off, OOH provides a high-reach opportunity for brands. With group-stage matches starting between 5pm and 8pm, this is a crucial time that brands can utilise to target those on their merry way to the pub.

Looking solely at downloads risks allowing shows that have suffered from listener drop-off to report deceptively high numbers. We need more accurate measurement and industry standardisation.  

TV can offer attention, trust and emotional clout. Coincidentally, these are also the foundations of a good story — just make sure that story is a short one.