‘The Global TV Deck’ features figures from 26 countries; a sample with the figures featured below is available to download for free here. It is designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. Major players in the TV industry are exchanging data and technical expertise to create this valuable databank annually for advertisers and remind them of the continuing importance of TV.
Areas covered in the global databank include TV’s reach, popularity, resilience, trust and impact, and effectiveness:
Reach: Based on the compiled data, TV reaches approximately 70.1% of Europe’s population daily and average daily viewing time is 3hrs 39mins. It is the unique combination of this reach together with the huge volume of time spent watching TV that makes it such a powerful form of advertising. For example:
- In Finland, television reaches 95.6% of the population within a month.
- Television still reaches 99.2% of the Portuguese population weekly.
Popularity: TV, in all its forms, is the world’s favourite video. On average, based on the available data, TV accounts for 90% of the average viewer’s video time. For the younger millennial audience, who are the most enthusiastic experimenters with all forms of video, it is also the largest proportion of their video time at around 73% of the total. For example:
- In Switzerland, TV accounts for 86% of all video time for the total population.
- In Ireland, TV accounts for 69.4% of all video time for 15-34-year-olds.
Resilience: Over the past decade, TV has proven remarkably resilient in an era of immense disruption. Despite the emergence of new SVOD services such as Netflix and the arrival of online video platforms such as YouTube, TV consumption has remained steadfast around the globe. Life stage also continues to be a significant driver of TV viewing. For example:
- In Austria, the average amount of time sent watching TV on a TV set has increased in the last decade from 2h33 a day in 2009 to 3h16 in 2019..
Trust and impact: TV is the most trusted form of advertising and remains most likely to make consumers laugh, move them to tears or trigger emotions. For example:
TV is by far the most trusted form of video advertising in Canada. 70% of 18-34 year olds named TV the most trustworthy compared to 12% for online video.
In the UK, 42% stated television is where they are most likely to find advertising that they trust in comparison to 6% for YouTube and 5% for social media.
Effectiveness: Advertisers invest in TV advertising because it works. Studies around the world demonstrate TV’s many effects – and the positive impact it has on other media. For example:
- In France, on average TV campaign achieves sales revenues (ROI) €4.9 per €1 invested.
- In Italy, TV generates almost three times the brand recall of Web ads (60% vs 18%).
- In the US, TV delivered the highest ROI of all media for every dollar spent at $14.34.
- In France, the traffic of an advertiser’s website during a TV campaign increases by 61%.
- TV is the media which generates the highest brand equity in Mexico, contributing a 28% share of contribution.
Ian Hampton, Senior Campaigns Manager, NHS England:
“Success depends on a fully integrated campaign... There is a time and a place for targeting through the obvious channels, digital and CRM, but there is also a time to talk to the nation and our TV campaigns do that brilliantly and successfully.”
Sharry Cramond, Marketing Director, M&S Food:
“What better way to get into the hearts and minds of Britain’s families than to team up with the biggest family show on TV. This partnership brought us into the homes of over eight million viewers each week, telling more families than ever about our great value, great quality food.”
Sarah Koppens, UK Marketing Director, Birds Eye:
“TV has been at the foundation of driving the transformation and reinvigoration of our brand. It is a mainstay of our communications strategy and plays a fundamental role in driving awareness of our key brand assets and the most important medium for driving long-term emotional connection with our brands.”
PRESS CONTACTS / ABOUT:
The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television. http://www.theglobaltvgroup.com/
egta is the association representing television and radio sales houses, either independent from the channel or in-house, that market the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members including regulatory issues, audience measurement, sales methods, interactivity, cross-media, new media etc. Over the years, egta has become the reference centre for television & radio advertising in Europe. egta counts 140 members in 40 countries. www.egta.com.
- Alain Beerens – Marketing & Communication Manager, egta
- Phone: +32 2 290 31 38 - E-mail: alain.beerens@egta.com
The Association of Commercial Television (AKTV) was formed in 2017 as an association of terrestrial television broadcasting operators with the goal of defending, supporting and promoting the common interests of commercial broadcasters in the Czech Republic. The founding members of the Association are the Nova, Prima and Óčko television networks. www.aktv.cz.
- Fianová Marie - Secretary General, AKTV
- Phone : +420 724 442 935 - E-mail: Marie.Fianova@aktv.cz
Source: thinkbox.tv
