The figures represent all money invested by advertisers into commercial TV – across linear spot ads and sponsorships, broadcaster VOD and product placement – and mark the fourth consecutive year of growth for TV advertising in the UK.
“Businesses know that TV works. The strength of TV ad investment reflects commercial TV’s health and also acknowledges the mountain of evidence proving TV’s unrivalled ability to create business profit,” said Lindsey Clay, Thinkbox’s CEO.
Thinkbox, the marketing body for commercial television in the UK, said that there were 737 advertisers new to the space or returning after at least five years, with these new players accounting for 2% of total TV ad revenues.
It also said that last year TV advertising prices were the cheapest on record in real terms, some 38.5% cheaper than 20 years ago, while ad viewing was at a record high. The average viewer watched 47 ads a day –four ads more a day than five years ago, according to Thinkbox.
The organisation predicts TV ad investment to grow again this year, boosted by the World Cup in Brazil. The Advertising Association/Warc predicts TV ad revenue to grow by 6% in 2014.
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