TV DRIVES BUSINESS OUTCOMES

The Global TV Group, the informal grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose common goal is to promote television, has released the first of three topical updates of its Global TV Deck planned for 2021.

CONSUMERS REVEAL A PREFERENCE FOR TV ADVERTISING OVER SOCIAL MEDIA

Around a third of consumers say TV advertising is ‘entertaining’ (34%) and ‘informative’ (30%) – far more than the equivalent figures for social media advertising (17% and 19% respectively).

WHY TV ADS ARE STILL KING

Continued strong levels of consumption and an audience preference for its advertising means that diversifying media habits aren’t killing broadcast TV, says GWI’s Jason Mander.

VIEWING COMES BACK TO THE LIVING ROOM

In a clear indication of the lay of land in today’s TV industry, research from advertising technology platform provider FreeWheel has found that after a decade of change, and as people’s consumption of media has fragmented across devices over the past ten years, many have returned to the living room to watch connected TV (CTV).

TV VIEWING WAS THE HIGHEST IN 24 YEARS OF MEASURING LAST YEAR

In 2020, viewers spent record time watching TV in the 24-year history of people-meter measuring. In the 15+ group, TV was watched nearly four hours a day (3 hours and 59 minutes). From January to December, the average time spent watching TV increased by 43 minutes (to 4 hours and 47 minutes).

WHY GETTING ON TV IS YOUR BEST MARKETING BET FOR 2021

How’s your TV watch time been? Don’t sugarcoat it - you know it’s been more than usual. With nothing to go out and do and all the reasons in the world to stay home, our TVs have kept us more engaged than ever. As entrepreneurs are constantly looking for opportunities in the midst of confusion and crazy times, some have been taking full advantage of the surge in TV watch hours.

About us

The Association of Commercial Television (AKTV) was formed in 2017 as an association of terrestrial television broadcasting operators with the goal of defending, supporting and promoting the common interests of commercial broadcasters in the Czech Republic.

The founding members of the Association are the Nova, Prima and Óčko television networks.

More information

News

AS STREAMING WARS RAGE ON, DON’T SLEEP ON LINEAR TV

You’ve seen the headlines: “Streaming won the pandemic.” “Adoption surged over the last year.” “Viewing up across all categories and age groups.” And now: “Amazon is buying MGM Studios.” Today, the world’s best content is being organized around and produced for an over-the-top (OTT) distribution. There’s no question that, in ...
Read more

HOW TO DESIGN AN ACCOUNTABLE TV CAMPAIGN

Marketing today is more closely tied to business growth than ever before. Businesses demand a direct link between campaigns and new customers, increased orders and, of course, revenue growth. This accountable approach to marketing is buoyed by digital advertising’s ability to track vast amounts of data. How often is a ...
Read more

BROADCASTERS’ ROLE IN THE EVOLVING TV LANDSCAPE

Tech-savvy consumers demand 24/7 entertainment at the touch of a button—anytime, anywhere The current TV landscape has transformed as viewing habits have changed, streaming giants battle it out for subscriptions and new players and emerging direct-to-consumer offerings enter the fray, shaking up the status quo. In an always-connected era, consumers ...
Read more