Product Code: ME0003-000549
TV advertising revenues continue to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. Long-established TV players have innovated to counter threats from digital.
TV advertising revenue continues to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. While digital advertising formats are providing strong competition to television, long-established TV players have innovated effectively, so ensuring the sector has successfully countered threats that may have led to TV ad revenue migrating to digital.
- The time consumers devote to linear TV viewing will continue to fluctuate from market to market, although it will ultimately decline on a long-term basis - as a result of audiences shifting to on-demand viewing.
- Analyzes the current status of the TV advertising market
- Identifies what the TV advertising market needs to do to cope with changes in viewing habits
- Is the ad-free model promoted by Netflix reducing public tolerance for advertising?
- Are ratings agencies adequately capturing developments in viewing habits as audiences flit between devices, services, and distribution technologies?
Table of Contents
- In brief
- Ovum view
2. Market status
3. Market dynamics
- TV advertising resists the digital storm
- TV innovates to deprive digital of a USP
4. Market outlook
- New metrics needed to capture TV innovations
- Further reading
Figures & Downloads
- Figure 1: Global, TV advertising revenue, 2006-20
- Figure 2: Global, TV advertising, CAGR growth rate for selected markets, 2015-20
- Figure 3: Global, TV advertising, average spend per TVHH for selected markets, 2014-20
- Figure 4: Global, TV advertising, free-to-air vs. multichannel, 2005-20
- Figure 5: Global, TV advertising revenue CAGR by region, 2014-20
- Figure 6: Global, total TV ad revenue vs. total digital ad revenue, 2011-18
- Figure 7: Global, traditional TV ad revenue vs. Internet-based video ad revenue, 2011-18
- Figure 8: US, OTT video revenue share vs. disc revenue share, 2005-19
- Figure 9: Selected markets, average TV viewing minutes per person per day, 2005-14
- Figure 10: US, average viewing minutes of video per person per day, 1Q13-4Q14
- Figure 11: UK, average viewing time via TV set per person per day, 2014
- Figure 12: UK, TV and video viewing activities, 2014