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Global TV Advertising Forecasts: Looking Beyond the Rate Card – 4th edition
Management Report
Published: June 2011
Pages: 7
Tables: For full details, please email deborahf@cmsinfo.com
From: GBP 995.00 Buy Now!
Research from: Informa Telecoms and Media
Sector: Media & Entertainment
Global TV Advertising Forecasts 4th edition accurately reports net TV advertising revenues received by the channels and networks. The report includes important illustrative statistics and reliable forecasts to 2016 for 53 countries.
After a terrible year in 2009, global net TV advertising revenues returned to growth in 2010. In this research Informa strips out discounts, production costs and commissions to provide authentic numbers for revenue generation.
The improvement in 2010 was down to greater economic stability – and consequent improved consumer and corporate confidence. The finals of the soccer World Cup also boosted TV advertising.
The global recession was not the only factor adversely affecting the ad market. Audiences are being further fragmented by greater programming choice. This has given advertisers greater channel choice and has also led them to question the rates that they were previously paying to the established players. These channels have had to show greater price flexibility to retain advertisers. In this changing environment, concepts such as interactive advertising, multi-device campaigns and behavioral targeting are all coming to the fore.
The established players have also reacted to this loss of audience share on their core channels by launching thematic networks. The aim is to ensure that the collective audiences of these thematic channels will mean that the total number of viewers within their channel portfolio will be higher than for the core channel before fragmentation started.
After a terrible year in 2009, global net TV advertising revenues returned to growth in 2010. In this research Informa strips out discounts, production costs and commissions to provide authentic numbers for revenue generation.
The improvement in 2010 was down to greater economic stability – and consequent improved consumer and corporate confidence. The finals of the soccer World Cup also boosted TV advertising.
The global recession was not the only factor adversely affecting the ad market. Audiences are being further fragmented by greater programming choice. This has given advertisers greater channel choice and has also led them to question the rates that they were previously paying to the established players. These channels have had to show greater price flexibility to retain advertisers. In this changing environment, concepts such as interactive advertising, multi-device campaigns and behavioral targeting are all coming to the fore.
The established players have also reacted to this loss of audience share on their core channels by launching thematic networks. The aim is to ensure that the collective audiences of these thematic channels will mean that the total number of viewers within their channel portfolio will be higher than for the core channel before fragmentation started.
Reports features and benefits
- Track trends and pinpoint opportunities with reliable forecasts for this sector
- How much will audience fragmentation hit the free-to-air channels?
- Study revenue distributions between terrestrial TV and multichannel/pay TV
- Discover what effect new strategies employed by established players are having
- Learn how the advertising market is varying from one country to the next
- Net total TV advertising expenditure
- TV households
- Multichannel TV subscribers and penetration
- Net multichannel TV advertising expenditure
- Multichannel TV advertising per multichannel TV household
- Net FTA TV advertising expenditure
Forecasts include:
- Country specific forecasts for 53 countries:
Countries Covered
| Australia | Austria | Belguim |
| Brazil | Bulgaria | Canada |
| Chile | China | Columbia |
| Croatia | Czech Republic | Denmark |
| Finland | France | Germany |
| Greece | Hong Kong | Hungary |
| Ireland | India | Indonesia |
| Israel | Italy | Japan |
| Korea | Malaysia | Mexico |
| Netherlands | New Zealand | Norway |
| Philippines | Poland | Portugal |
| Puerto Rico | Romania | Russia |
| Serbia | Singapore | Slovakia |
| Slovenia | Spain | Sweden |
| Switzerland | Taiwan | Thailand |
| Turkey | UK | Ukraine |
| US | Venezuela | Vietnam |
Contributing analysts:
- Adam Thomas, Media Research Manager, TV