ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020 IN USA AND GREAT BRITAIN

Advertising giant GroupM in newly published research about the state of the advertising market in 2020 in USA and Great Britain: The figures are surprisingly good given that the advertising industry more or less shut down in March, with commercials production more or less halted as the pandemic took hold and returning to almost normal in September and October with tech firms leading the charge.

RECORD TV RATING IN OCTOBER

The Covid-19 pandemic confirmed the role of TV as a significant source of information and entertainment. In terms of TV viewing, October 2020 has been the strongest of all months of October since the start of people meter measuring in 1997. The daily ATS in the TG15+ accounted for 4 hours and 18 minutes (35 minutes more compared to the average values for the same month in the last three years).

WORLD TELEVISION DAY: TV MAKES A DIFFERENCE

For its 24th edition, World Television Day celebrates a truth that holds around the globe: TV makes a difference! Our medium has made and will continue to make a difference in society by putting the spotlight on racial and social injustice, hate speech, the pressing climate issues and the support TV has provided to people and businesses throughout the continuing COVID crisis.

WHAT IS THE FUTURE OF TELEVISION ADVERTISING?

As the screen-watching landscape continues to change and viewing habits switch, can television - and therefore television advertising - hold its own? At this point it might be safer to assume that television advertising is immortal and, instead, ask: what might its future look like?

DON’T STOP CAMPAIGNS AND INCREASE MARKET SHARE

Despite deteriorated conditions, Ritson recommends continuing marketing communication, predominantly in a recession. He considers the excess share of voice (ESOV) to be the key indicator representing the difference between the share of voice and the share of market. If advertisers do not stop their communication, they may increase their market share.

REACH IS THE MOST IMPORTANT ELEMENT OF AN AD CAMPAIGN

An open letter to the ad community from Nielsen’s Brad Kelly: For all the talk of traditional media being put out to pasture, good old AM/FM radio and broadcast TV continue to deliver shockingly large audiences. The Nielsen ratings validate the audience reach and targetability.

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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.

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‘SORRY TV’S SO COMPLEX, I DIDN’T HAVE TIME TO MAKE IT SIMPLER’

John Litster, managing director at Sky Media, considers the need for simplification in media and calls on the industry to start making a change Mark Twain, Blaise Pascal, Winston Churchill, Dostoevsky - just a few of those who have been credited with variants of the phrase, “sorry for the long ...
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FROM THE EXPERTS: MEDIA AND ADVERTISING IN 2021

By all accounts 2020 was a miserable year. A global pandemic led to an economic recession impacting the ad marketplace. Production studios the television and film industry. Stay-at-home orders closed retail stores and movie theaters. Viewers migrated to home entertainment, HBO Max, Peacock and the short lived Quibi were launched ...
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ANALYSIS: THE STATE OF THE TV ADVERTISING MARKET IN 2020

TV advertising revenue plummeted as a result of the coronavirus pandemic, prompting broadcasters to slash content budgets and review spending. Tim Dams examines the extent of the decline in ad spend and assesses the likely rate of recovery. “It could have been worse.” That’s the verdict of advertising giant GroupM ...
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