The majority of 18- to 39-year-olds watch little to no TV – but while linear TV audiences are trending down, TV advertising is booming. Guy Burbidge, Managing Director of Val Morgan, says advertisers and agencies should prepare for the bigger boom that is unfolding: Cinema. “We’re heading into the best six months of content we’ve ever had, and I can’t put enough of an emphasis on that,” he says. Adding to that, most of that age bracket are desperate to get out. Research from The Owl Insights calls them The Great Escapers, the younger audiences looking for a space beyond home and the workplace – especially if those two are one and the same. “People are wanting to make up for lost time,” Matt Sandwell from The Owl Insights says. “They’re looking to make up for it by going big.” See omnystudio.com/listener for privacy information.