The Association of Commercial Television

THE ASSOCIATION OF COMMERCIAL TELEVISION CELEBRATES ITS 2ND BIRTHDAY; PRIMA’S MAREK SINGER IS INCOMING PRESIDENT test

The Association of Commercial Television (AKTV) has completed the second year of its existence during the course of which it continued to develop its strategic marketing and legislative activities.  The most remarkable activity of the past year was a marketing conference for TV advertisers and advertising agencies featuring a marketing super star, Australian professor Mark Ritson. In the field of European legislature, AKTV actively joined the process of creating a Copyright Regulation and, in the Czech Republic, it has been involved in the preparation of the transposition of The Audiovisual and Media Service Regulation (AVMSD) since its inception. After the expiration of the two-year term, there will be a change in AKTV’s president; Prima’s Marek Singer will replace Nova’s Jan Vlček. 

Prague, March 29, 2019 – As a part of its activities, The Association of Commercial Television focuses on eliminating prejudices against television, which are common among advertisers. To bring exceptional and respected global speakers to the Czech Republic, AKTV organized the Boost Your Media Performance conferencein fall, 2018. Its main star was one of the most remarkable marketing gurus of today, Australian university professor and marketing expert, Mark Ritson. Other speakers included the research leader form the British marketing association Thinkbox, Nicole Greenfield-Smith, and Jakob Stigler, the co-founder of Mano, an agency which creatively connects advertisers, agencies and media. 

In addition to marketing education, AKTV also focused on the legislative process – both at the national and European levels. Some of the most important areas of focus are: Copyright Regulation; Audiovisual and Media Service Regulation, and ePrivacy Regulation.

AKTV’s marketing and legislative activities coincide through its presence in the Chamber of Commerce, where it is one of the founding members of the Cultural and Creative Industry section.

THINKBOX’S LINDSEY CLAY BECOMES PRESIDENT OF THE GLOBAL TV GROUP test

Lindsey Clay, CEO of Thinkbox, has been appointed as the first President of the Global TV Group, the informal grouping of TV broadcasters, sales houses, and trade bodies in Europe, the USA, Canada, Australia and Latin America.

The Global TV Group was set up in 2013. egta is a founding member of the Group and acts as its coordinator.  It is a forum for sharing knowledge, exchanging best practice and collating global TV intelligence. To date it consists of 14 TV industry associations from across the globe.

Each year the Group produces The Global TV Deck, a valuable databank designed to meet the needs of advertisers eager for transparent, robust data and fresh insights about TV advertising’s business performance.

Lindsey Clay, Thinkbox CEO:

“I’m honoured to be The Global TV Group’s first President. The TV industry, so used to being nationally-focussed, needs to work together more internationally to tell the incredible story of its cultural and business-transforming power, and its rapidly accelerating technological capabilities. Viewers and advertisers have never had it so good. A great story is there to be told.”

Clay has been CEO at Thinkbox since 2014.

For more information on the Global TV Group, please visit www.theglobaltvgroup.com.

ABOUT egta

egta is the association representing television and radio sales houses, either independent from the channel or in-house, that markets the advertising space of both private and public television and radio stations throughout Europe and beyond. egta fulfils different functions for its members in fields of activities as diversified as regulatory issues, audience measurement, sales methods, interactivity, cross-media, technical standards, new media, etc. During its more than 40 years’ existence, egta has become the reference centre for television and radio advertising in Europe. egta counts more than 140 members operating across 40 countries. http://www.egta.com/

About Thinkbox

Thinkbox is the marketing body for commercial TV in the UK, in all its forms. It works with the marketing community with a single ambition: to help advertisers get the best out of today’s TV.

Its shareholders are Channel 4, ITV, Sky Media, Turner Broadcasting and UKTV, who together represent over 99% of commercial TV advertising revenue through their owned and partner TV channels. Associate Members are Discovery Networks Norway, Disney, TAM Ireland, Think TV (Australia), thinktv (Canada), TVN Media (Poland), TV Globo (Brazil), TV 2 (Norway), TV 2 (Denmark), DSTv (South Africa), and Virgin Media. Discovery Networks UK & Ireland and STV also give direct financial support.

TV has more to offer advertisers than ever before. In a cluttered media world, with new voices clamouring for advertisers’ attention, TV continues to stand out as proven, trusted and – most importantly – pre-eminently effective.

TV shapes popular culture. The investment our broadcasters make in premium quality TV shows catering to every taste – and available on any screen you wish – creates an advertising environment that is second to none.

From ensuring that the facts about TV are known (and myths challenged) to understanding how and why TV advertising works, explaining how TV is changing, showcasing innovative and affordable solutions and constantly providing the rigorous proof of effectiveness that advertisers need, Thinkbox is here to help businesses meet their marketing objectives.

Source: http://www.theglobaltvgroup.com/thinkboxs-lindsey-clay-becomes-president-of-the-global-tv-group/

ONLINE BUSINESSES ARE BIGGEST TV ADVERTISERS test

Collectively, online businesses are the biggest category of advertisers on TV in the UK, accounting for almost 15% of total spending via this channel in 2018 and 40% more than the next biggest category which is food.

Latest figures from Thinkbox indicate Amazon, in particular, boosted its TV spending by 21% to £60m last year as it promoted its Alexa voice assistant, putting it in the top three advertisers, behind Procter & Gamble (£169m ) and Reckitt Benckiser (£79m).

The top 5 biggest spending categories on TV in 2018 according to Nielsen’s data were:

 

  1. Online businesses: £760m (7% up year on year)
  2. Food: £534m (3% down)
  3. Cosmetics & Personal Care: £437m (1% up)
  4. Entertainment & Leisure: £380m (no change)
  5. Finance: £378m (18% up)

Thinkbox also observed 867 new or returning (after a gap of at least five years) advertisers on TV, possibly encouraged by the fact that the average cost per thousand (CPT) for broadcast TV ad views, at £5.13, was 21% cheaper in real terms than 10 years ago.

This figure, Thinkbox clarified, only includes TV advertising that is watched from start to finish at normal speed; TV ads that are seen during any fast-forwarding are free to advertisers.

“TV advertising put in a strong performance in 2018 given the challenging economic environment,” said Lindsey Clay, Thinkbox CEO.

“We are seeing signs of money moving back to TV from lower quality online environments which can’t guarantee a safe environment for brands,” she added. “It is a testament to TV’s continuing power to deliver that a company like Amazon, which understands its customers so well, is using TV to power its success.”

Total TV advertising in 2018 amounted to £5.11bn, representing all money invested by advertisers in commercial TV in the UK across all formats and screens: broadcast TV spot and sponsorship, Broadcaster VOD, addressable TV, interactive TV advertising, and product placement.

Source: https://www.warc.com/newsandopinion/news/online_businesses_are_biggest_tv_advertisers/41834