It’s for everyone


TV is for everyone, in every sense: every advertiser, every marketing budget, every audience, and every need state.

TV reaches almost everyone. In 2021, linear TV and broadcaster VOD (BVOD) combined reached 90.3% of the adult population each week. And BVOD in particular is vital to younger audiences, accounting for 26% of their broadcaster viewing (more than double that of the average viewer).

We watch TV and other forms of video for a variety of reasons (or need states), from the desire to unwind to our need for comfort or distraction. Unlike some forms of video, TV is fundamental to almost all of these viewing need states. It has something for everyone.

And it has something for almost every advertiser. More and more brands are trying TV for the first time. Nielsen Ad Intel report that, in 2021, 1,286 advertisers used TV for the first time, or returned after 5+ years away. This followed on from 1,243 new TV advertisers in 2020. Between 2015-2019, the average number of new-to-TV advertisers a year was 841. The dramatic increase in the last two years (up 50%) demonstrates the increasing appeal of TV advertising to businesses of all shapes and sizes.

And it’s important to note that these aren’t just huge businesses with budgets to match. Looking at the make-up of TV advertisers in 2021, 830 (31% of all advertisers) spent under £50k on TV and 1,433 (54%) spent below £250k. Only 29% of all advertisers spent more than £1 million and only 5% spent above £10 million.


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