Bringing the TV world together, by Katty Roberfroid

At a time when brand safety, measurement, effectiveness and transparency are all centre stage in the world of advertising, there is one world medium standing the test of time. Guess which one? Yes, it’s TV. Don’t pretend you’re surprised. The endurance of TV across countries, continents and generations is a unifying story – and a measurable reality, as shown by research done by The Global TV Group, the informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America.

Studies on TV’s advertising effectiveness abound all over the world, from the acclaimed Benchmark series by Dr Karen Nelson-Field in Australia, to Ebiquity and Gain Theory’s ‘Profit Ability’ study commissioned by Thinkbox in the UK, or the great work by the Video Advertising Bureau in the US, all show the power of TV advertising is unmatched anywhere in the world. The resilience of television is not only a local truth and there is much that multinational brands can learn by looking at the common elements across cultures.

The Global TV Group’s goal is to promote TV and in 2017 we launched the Global TV Deck to remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and popularity of TV and to prove that TV and online make a powerful combination. There are a lot of myths out there that still need to be corrected.

The Global TV Deck is an invaluable databank of collected insights featuring data from an initial 19 countries and covering topics such as TV’s reach, popularity, resilience, trust, impact and effectiveness. The deck will be updated annually with the latest data. The highly trusted sources for the assorted figures include BARB 2016, RTL’s TV Key Facts 2017, Eurodata TV Worldwide, Médiamétrie, Kantar Ibope Media, and more. The deck provides the hard evidence marketers need to understand the health of TV. Facts such as…

Over the past decade, TV has proven remarkably resilient

Despite the emergence of new SVOD services such as Netflix, HBO or Amazon Prime 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, with young people’s viewing increasing as they get older mand have kids.

TV in all its forms is the world’s favourite video

The compiled data shows that linear TV is the leader in terms of daily consumption, with viewing times ranging from 4 hours, 26 minutes in Croatia to 2 hours, 29 minutes in Sweden.

TV reaches approximately 70% of a country’s population a day, 90% in a week and nearly everyone in a month

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. The effectiveness of cross-media campaigns is also clear: the combination of TV and online media drives the highest return on investment.

TV is also the most trusted form of advertising around the world

And remains most likely to make consumers laugh, move them to tears or trigger emotions. With these key insights and more, The Global TV Group is telling TV’s new story and helping to meet the needs of advertisers eager for transparent, reliable data and fresh insights.

egta is the European trade association for marketers of advertising solutions across TV and radio. Access the Global TV Deck here.

Taken from A Year in TV 2017-18 – click here to download your copy

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