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The Global TV Deck

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The Global TV Deck features figures from over 26 countries. It is designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. Major players in the TV industry are now continuing to exchange data and technical expertise to create this valuable databank for advertisers and remind them of the continuing importance of TV with recent global figures.

More information is available at http://www.theglobaltvgroup.com/tgtv-deck/

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The Global TV Deck

  1. 1. The Global TV Deck - Summary - The global proof of TV’s power and popularity
  2. 2. The global proof of TV’s power and popularity Reach Unbeatable scale and reach Resilience TV viewing is steady throughout a decade of innovation and different stages of life Popularity TV has by far the biggest share of attention Impact TV is the most trusted and impactful form of advertising Effectiveness Advertisers invest in TV advertising because it pays back Complementarity TV makes all other media more effective
  3. 3. Reach Unbeatable scale and reach
  4. 4. “TV is still really powerful for us. It is still the most mass reaching audience and it still works for us” Marisa Thalberg, CMO of Taco Bell April 2017 Source: https://www.beet.tv/2017/04/marisa-thalberg.html
  5. 5. TV’s reach and scale across the globe are unbeatable Base: 26 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. GLOBAL On average across 26 markets (Australia, Austria, Belgium – national, Brazil, Canada, Colombia, Czech Republic, Ecuador, Finland, France, Germany, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Russia, Slovenia, South Korea, Spain, Sweden, Switzerland, Ukraine, UK, US) Day Week Month 67.6% 87.9% 95.7%
  6. 6. TV’s reach and scale across Europe are unbeatable Base: 16 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. EUROPE On average across 16 markets (Austria, Belgium – national, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, UK, US) Day Week Month 68.4% 87.7% 95.4%
  7. 7. 64,7% 72,8% 66,5% 80,6% 75,2% 65,7% 75,3% 70,6% 72,2% 70,3% 61,8% 69,0% 58,7% 65,9% 84,6% 93,0% 91,2% 93,7% 92,2% 87,2% 91,3% 88,5% 84,5% 90,9% 81,8% 91,0% 82,7% 90,0% 85,4% 93,8% 98,9% 98,1% 98,4% 97,6% 95,6% 97,7% 99,0% 90,9% 95,3% 90,6% 99,0% 93,6% 97,0% 92,2% Daily Weekly Monthly An incomparable reach all over the world GLOBALSource: The Global TV Deck 2018 – see the full version of the Global TV Deck details about each market : http://bit.ly/GTVD2018.
  8. 8. TV campaigns get billions of views across the globe On average, a 400 GRP TV campaign gets GLOBALBase: 25 countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. Billion views 4.5 An average across 25 markets (Australia, Austria, Belgium – national, Brazil, Canada, Chile, Colombia, Czech Republic, Ecuador, Finland, France, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK, US)
  9. 9. TV campaigns get billions of views in Europe On average, a 400 GRP TV campaign gets EUROPEBase: 16 countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. Billion views 2.2 An average across 16 markets (Austria, Belgium – national, Czech Republic, Finland, France, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK)
  10. 10. 231 809 1,300 143 223 38,5 148 77 238 52 138 53 144 An average TV campaign gets millions of views Average number of contacts (in million) per country, based on a 400 GRP campaign Sources for figures: The Global TV Deck 2018 280 70
  11. 11. Resilience TV viewing is steady throughout a decade of innovation and different stages of life
  12. 12. “We're back on TV since April 2018 which I'm proud of because we should be, and it has been a productive channel for us in the past, and the broad reach nature of our product enables TV to work for us.” Jonathan Beamer, CMO of Monster September 2018 Source: https://adage.com/article/cmo-strategy-columns/tv-advertising-works/314810/
  13. 13. In a decade of innovation, TV is thriving across the globe On average, people watch 8% more TV than 8 years ago GLOBALBase: 21 Countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. 2009 03:56 hours 2017 04:15 hours Evolution 2009/2017 +8% On average across 21 markets (Australia, Austria, Brazil, Canada, Chile, Colombia, Ecuador, Finland, Germany, Ireland, Italy, Netherlands, Peru, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK)
  14. 14. In a decade of innovation, TV is thriving in Europe On average, people watch 4% more TV than 8 years ago EUROPEBase: 14 Countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018. 2009 03:47 hours 2017 03:57 hours Evolution 2009/2017 +4% On average across 14 markets (Austria, Finland, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, Switzerland, Ukraine, UK)
  15. 15. Popularity TV has by far the biggest share of attention
  16. 16. “TV remains very important for us. It’s still a very, very important way for us to drive mass reach, and the right reach as well. “ Andrew Clarke, CMO of Mars February 2017 Source: http://www.campaignlive.com/article/exclusive-q-a-mars-cmo-andrew-clarke-transparency-faith-super-bowl-fighting-agencies/1422939#dkUSjhX7xwxTDtp4.99
  17. 17. TV is (a)live and well across the globe Base: 19 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018. GLOBAL Share of live TV viewing vs. TSV/VOD (excl. online) 91.9% TSV, VOD (other use of TV screen) 8.1% Live TV Across 19 markets (Australia, Austria, Belgium, Canada, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, South Korea, Sweden, Switzerland, UK, US)
  18. 18. TV is (a)live and well in Europe Base: 15 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018. EUROPE Share of live TV viewing vs. TSV/VOD (excl. online) 93.3% TSV, VOD (other use of TV screen) 6.7% Live TV Across 15 markets (Austria, Belgium, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Sweden, Switzerland, UK)
  19. 19. EUROPEBase: 10 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018. 84,7% 14,1% 1,3% Total TV (Live TV & other types of TV viewing (TSV, Broadcasters' VOD, Catch-up) Internet (incl. YouTube and Facebook) Other All individualsTV accounts for the majority of video consumption in Europe 85% of video consumption is on TV On average across 10 markets (Austria, France, Germany, Ireland, Italy, Netherlands, Poland, Sweden, Switzerland, UK)
  20. 20. EUROPEBase: 8 countries, young targets such as: 15-24, 16-24, 14-29, 15-29, 14-34, 16-34; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018. 67,1% 30,6% 2,2% Total TV (Live TV & other types of TV viewing (TSV, Broadcasters' VOD, Catch-up) Internet (incl. YouTube and Facebook) Other Young peopleTV accounts for the majority of video consumption in Europe TV is 2/3 video consumption among young people On average across 8 markets (Austria, France, Germany, Ireland, Italy, Netherlands, Switzerland, UK)
  21. 21. Impact TV is the most trusted and impactful form of advertising
  22. 22. “A lot of our campaign recall comes from TV and not from Digital. When ads on Facebook just flow by, with TV ads we’re really able to tell our story.“ Per Carleo, Marketing Director Sweden of Volvo June 2017 Source: http://www.egta.com/index.php?page=event-individual&idEvent=92
  23. 23. People trust news on TV the most across the globe Base: 15 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018. GLOBAL 66% 46% First choice Second choice* TV is No1 medium of choice surpassing other media on average by 44% 1,44 Ratio TV * Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.) On average across 15 markets (Chile, Czech Republic, Ecuador, France, Germany, Ireland, Mexico, Netherlands, Peru, South Korea, Spain, Sweden, Switzerland, Ukraine, US) TV Other media
  24. 24. People trust news on TV the most in Europe Base: 9 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market : http://bit.ly/GTVD2018. EUROPE 57% 40% First choice Second choice* TV is No1 medium of choice surpassing other media on average by 41% 1,41 Ratio TV * Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.) On average across 9 markets (Czech Republic, France, Germany, Ireland, Netherlands, Spain, Sweden, Switzerland, Ukraine) TV Other media
  25. 25. TV is the safest choice for advertising across the globe Base: 16 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018. GLOBAL 54% 30% First choice Second choice* 1,79 Ratio TV * Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.) TV Other media TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales) TV is No1 advertising medium surpassing other media on average by 79% On average across 16 markets (Australia, Austria, Canada, France, Italy, Mexico, Netherlands, Peru, Poland, Russia, South Korea, Spain, Switzerland, Ukraine, UK, US)
  26. 26. TV is the safest choice for advertising in Europe Base: 10 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018. EUROPE 52% 22% First choice Second choice* 2,35 Ratio TV * Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.) TV Other media TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales) TV is No1 advertising medium surpassing other media on average by 135% On average across 10 markets (Austria, France, Italy, Netherlands, Poland, Russia, Spain, Switzerland, Ukraine, UK)
  27. 27. Effectiveness Advertisers invest in TV advertising because it pays back
  28. 28. “According to the ad industry, TV has been ‘dead’ for 10 years. But we haven’t found that to be true. TV remains the top mass-media channel for us and it has a great impact across sectors. Today, we attribute TV across continents and optimize campaigns at a much more granular level.” Aleksej Koscejev, Global Head of Offline and Performance Marketing, Delivery Hero September 2018 Source: https://tvsquared.com/wp-content/uploads/2018/09/Delivery-Hero-Case-Study_2018.pdf
  29. 29. Online advertisers invest heavily on TV GLOBALSource: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018. Million EUR in 2017 On average across 12 markets € 172 M2€ 95 M1 € 228 M3 € 70 M4 € 541 M6€ 2 655 M5 € 122 M7 € 298 M8 € 232 M9 € 127 M10 € 112 M11 € 764 M12 1. TV adspend for top 20 online advertisers. 2. TV adspend for top 20 e-commerce players. 3. Total TV adspend for online services advertisers. 4. Total TV adspend for online players. 5. Total TV adspend for online services + e-commerce advertisers. . 6. TV adspend for top 20 pure players. 7. TV adspend for top 20 pure players. 8. Total TV adspend for e-commerce players. 9. Total TV adspend for online brands. 10. Total TV adspend for online players. 11. TV adspend for top 25 pure players. 12. Total TV adspend for online businesses.
  30. 30. Within six years, the five major established digital brands have collectively increased their annual TV spend by more than US$1 billion In the USA, the “FAANG” brands have nearly tripled their TV ad spend in 6 years (+183%) US $512 $16.132 $112.470 $439.125 $274.885 $616.840 $86.748 $53.170 $76.430 $431.529 2011 2017 Facebook Amazon Apple Netflix Google Source: Nielsen Ad Intel. TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, spot TV, syndication TV. Reflects all monitored TV spend by parent company; Google includes YouTube. Provided by the VAB. (Thousand $)
  31. 31. Complementarity TV makes all other media more effective
  32. 32. "I think there is a pressure on CMOs to invest in digital because ultimately it is very trackable so it inspires CFO’s confidence.(…) but ultimately we are trying to grow and get more customers to consider flying with us and TV is key to that.” Clare Cronin, CMO, Virgin Atlantic September 2018 Source: https://www.marketingweek.com/2018/09/13/virgin-atlantic-viring-holidays-launch-first-joint-campaign/
  33. 33. Multiplatform TV’s halo impacts Digital ROI Multiplatform TV’s halo drives a portion of short-term ROI usually attributed to Digital advertising, which also undervalues ROI attributed to Multiplatform Note: Digital includes Paid Search, Display, and Short-Form Video advertising USSource: Accenture Cross Channel Advertising Attribution 2016 (USA) Standalone Digital ROI Without Multiplatform TV’s halo, Digital’s average ROI would decline Multiplatform TV’s Adjusted ROI Due to Multiplatform TV’s halo, Multiplatform TV’s average ROI is understated Multiplatform TV’s Halo On Digital Advertising Impact of Multiplatform TV advertising on Digital within integrated advertising campaigns -18% +10%
  34. 34. 5x more people are watching ad-supported TV content than are on Facebook and 3x more Millennials are watching ad-supported TV content than are on YouTube Multi-Screen TV Reaches More Millennials Than YouTube, Facebook, Snapchat and Instagram Combined US Source: comScore MediaMetrix Key Measures (multiplatform), February 2018; A18-34 Nielsen R&F Time Period Report, Live + SD, Total Day. February 1-28, 2018; A18-34. “Average Audience” is based on the average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption. 4.834,5 1.943,4 1.096,1 991,0 791,9 698,9 693,4 651,1 415,5 108,5 107,0 81,3 62,9 61,7 34,7 32,1 20,7 20,5 16,7 13,5 3,1 TV Brands YouTube Spotify Facebook Pandora Snapchat Google Instagram Messenger Twitter Twitch Amazon Yahoo Reddit WhatsApp VEVO LinkedIn Buzzfeed AOL eBay Pinterest
  35. 35. Ready for what’s nextTV keeps reinventing itself It is future-proof
  36. 36. … that constantly re-invents itself by embracing new technological developments to provide viewers and advertisers with the highest quality products and services: ▪ Connected TV / Addressable TV ▪ VOD / MCN / MPN exposure ▪ Targeting & Data ▪ Drive to shoppers & customers ▪ Content / Influencer marketing ▪ Creative /immersion experience (AR / VR) ▪ Ad tech (Total Video Market Place) TV is the medium of the future … And many more
  37. 37. TV has it all Download the full 275 -slide deck at http://bit.ly/GTVD2018
  38. 38. Background: The Global TV Deck initiative In 2013, The Global TV Group was created with major players in the TV industry joining forces to consistently back up TV’s positive narrative with solid global data as well as promote the power of TV as a digitally transformed medium. In the madness of the digital storm, and when TV advertising’s power is taken for granted more than ever, The Global TV Group launched the Global TV deck initiative to: ▪ Remind advertisers, journalists, tech gurus, agencies and industry peers about the power and popularity of TV ▪ Gather solid facts and figures worldwide to have an accessible source of reliable information ▪ Prove that TV and online are more powerful together

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