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.

MEDIA ADVERTISING INCREASED YEAR-ON-YEAR IN JULY

After seven months of this year, only TV reports advertising growth of 4 % year-on-year in the Czech Republic. All other media types showed a year-on-year decline in July; specifically, radio decreased by 12%, press by 16% and outdoor advertising even by 27%. Advertising spend in the three media types represents less than half of what goes to TV advertising.

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.

TV ADs STILL REIGNS SUPREME WHEN INFLUENCING BUYERS

The study was done by UK digital marketing platform Adzooma and interviewed 2000 participants on the value of TV advertising. Some 56 per cent of respondents agreed they were more likely to buy something as a result of seeing a TV commercial over any other type of marketing. According to the study, TV ads were in front of celebrity endorsements and online video adverts for effectiveness.

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.

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WORLD TELEVISION DAY CELEBRATES A TRUTH THAT HOLDS AROUND THE GLOBE: TV MAKES A DIFFERENCE

Brussels TV companies around the world celebrate World Television Day on 21 November to remind us that TV makes a difference in people’s lives. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide. The clip will be adapted and translated ...
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HOW SCALE-UP DIGITAL BRANDS CAN USE TV ADVERTISING

JOSH CLARRICOATS, MANAGING PARTNER AT HELL YEAH During the first coronavirus lockdown, the consumption of television and online streaming content soared. According to Ofcom’s Media Nations 2020 report, published in August, people in the UK spent 40% of their day on average watching TV and online video content during the ...
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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? The Moon Unit examine the future of 'the hearth of the 20th century'. Television is finally on its way out, and television advertising along with it. Or so ...
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