TV professionals around the world celebrate World Television Day on 21 November to remind us that TV is so much more than linear viewing. As part of the annual United Nations initiative, a 30 second-spot will be broadcast on-air and shared online worldwide.

Diversity of TV content that entertains, informs and inspires.

The topic of the 23rd edition of this global celebration is Diversity. TV offers an unmatched variety of premium films and series, trustworthy news, informative documentaries, entertaining shows and more to viewers around the world – millions of stories, just waiting to be discovered, changing the viewers’ perception of the world. This premium content, available when and where they want on a multitude of TV platforms triggers the curiosity, interest and loyalty of viewers, always in a brand safe environment.

The topic of Diversity is a larger societal topic increasingly featured in TV programmes and advertising campaigns. Through the wide range of content on offer, TV plays a powerful role as a force for good and contributes to a democratic debate in society. The diverse quality content can incite viewers to broaden their mind and look beyond the everyday life through inspirational shows.

“Diversity is a critical component of a positive and vibrant society and should be seen as a richness rather than a threat. Every effort to Leave No One Behind can only contribute to a better world “, asserts Caroline Petit, Deputy Director United Nations Regional Information Centre for Europe (UNRIC).

“TV is truly entrenched in the lives of so many diverse people around the world. With millions of stories at their fingertips, viewers are invited to an endless journey of discovery. This is also the trusted environment advertisers are seeking more than ever. We invite everyone to once again celebrate our medium around the world – now and for many more years to come.” says Katty Roberfroid, Director General, egta.

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The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, agencies and industry peers about the effectiveness and popularity of TV.


The European Broadcasting Union (EBU) is the world’s foremost alliance of public service media (PSM). Our mission is to make PSM indispensable. We represent 116 media organizations in 56 countries in Europe, the Middle East and Africa; and have an additional 34 Associates in Asia, Africa, Australasia and the Americas. Our Members operate nearly 2,000 television and radio channels alongside numerous online platforms. Together, they reach audiences of more than one billion people around the world, broadcasting in more than 160 languages. We strive to secure a sustainable future for public service media, provide our Members with world-class content from news to sports and music, and build on our founding ethos of solidarity and co-operation to create a centre for learning and sharing.

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 150 members operating across 42 countries.


The Association of Commercial Television in Europe (ACT) represents the interests of leading commercial broadcasters in 37 European countries. The ACT member companies finance, produce, promote and distribute content and services benefiting millions of Europeans across all platforms. ACT engages with the EU institutions to achieve a balanced and appropriate regulatory framework which will encourage further investment and growth in our sector.


The Brussels-based United Nations Regional Information Centre for Europe – UNRIC – provides information on UN activities to 22 countries and is active on social media and websites in 13 languages. It acts as the European communication office of the United Nations and its aim is to engage and inform European citizens about global issues. It also liaises with institutions of the European Union in the field of information. Its outreach activities, joint public information campaigns and events are organized with partners including the EU, governments, the media, NGOs, the creative community, and local authorities.


While return on investment varies depending on the brand and campaign, linear TV and broadcaster video-on-demand show up to three times less variance than other media.

TV is the “least risky” form of advertising, providing the most consistent return on investment when compared to other media channels, according to new research.

The study, conducted by Gain Theory, MediaCom and Wavemaker on behalf of Thinkbox, finds that linear TV advertising and broadcast video-on-demand (BVoD) deliver just 20% of variance compared with the median return (with BVoD performing slightly better than linear TV). This means that the middle 50% of results are within 20% (+/-) of the median ROI.

For online video, the variance is closer to 40% and gets progressively worse through to print, where it is close to 90% (see chart below).

While the research has been commissioned by TV advertising body Thinkbox, it is based on econometric analysis of £1.4bn in media spend by 50 brands across 10 forms of advertising over three years. The aim is to offer brands practical advice if they don’t have access to econometric analysis across six categories – FMCG, finance, retail, online retail, automotive and travel.

The research also finds that TV has the highest ‘multiplier effect’ across other channels, boosting all other channels by at least 20% and the only media platform to do this. For example, TV advertising can boost performance in cinema by up to 54%; print, radio, online display and social media by 31%; and direct mail, online video, video-on-demand and outdoor by up to 22%.

The next highest is print, which can boost cinema advertising by up to 13% but only improves other media by up to 8%. The average multiplier effect across all channels is 8%.

In the short-term, it is search that delivers the highest percentage of media-driven sales at an average of 29% within the first two weeks of a campaign launch. TV comes in second on 23% and print third on 10%.

However, looking longer term, TV performs the best. In the six-to-18 months following a campaign, TV delivers a further 2.4 times increase in sales than it generated in the first two weeks, while print delivers 1.2 times more and search 0.8 times more.

Offering brands practical help

To illustrate what this means for brands looking to find the optimal media mix, Thinkbox is launching a tool it calls ‘demand generator‘.

Marketers can input details of their brand across six variables – category, budget, brand size (in annual revenue), appeal (mass market or niche), percentage of sales that take place online and desire to minimise risk – and the tool then forecasts likely business results in terms of incremental revenue or profit per year, and revenue or profit return on investment.

These variables can have a significant impact on optimal channel choice. For the category variable, FMCG, in general, should invest a much higher proportion in TV (72%) than finance (37%).

Brands with a higher percentage of online sales should invest more in search, BVoD and online video, and less in TV than those with a lower percentage of online sales. Meanwhile, generally speaking the bigger the business the more it should invest in TV, while the more niche it is the more it should invest in digital media.

That means, for example, that if a brand has £50m in revenue, a budget of £2m, operates in online retail with niche appeal, gets more than 75% of its sales online and wants to minimise risk, the tool recommends 36% of budget is spent on search, 31% on TV and 10% on radio. This would lead to incremental revenues of £18m (+/- 21%) and revenue ROI of 9.1 (+/- 21%).

On the other hand, if a brand is mass-market automotive with £3.5bn in revenue, a budget of £20m and making less than 25% of its sales online, it recommends 76% of spend should go into TV, then 7% on radio and 4% on print. This would give incremental revenue of £558m (+/- 16%) and revenue ROI of 27.9 (+/- 16%).

Thinkbox research and planning director Matt Hill says he hopes the tool will offer marketers “something tangible and practical” to help brands find their optimal media mix.

“We hope the demand generator will be a helpful springboard for the many brands that don’t already do econometric analyses of their media performance. They can tailor it to their exact needs to find the best place to start from when deciding their media mix,” he says.

“With marketers increasingly adopting a zero-based budgeting approach, having a tool like this should provide a great evidence-based foundation on which to build their decisions.”



In a highly fragmented media world, where the consumer is at the cutting edge of media consumption, media measurement and attribution can be a moving target. How does the industry keep up? Several industry experts deconstructed this dilemma at the Data Conference, part of New York City Television Week.

What Is the Solution?

In searching for the solution to cross-platform media measurement, the panel essentially described the problems in even reaching a solution. Paul LeFort, a senior vice president at Nielsen, noted, “No one solution will work in the long-term.” But he believes that comparable metrics matter. “The interesting push in the past few months is the impressions-based approach,” he stated. “Impressions remove friction in the process. If we only use ratings, then we lose portions of our audience.”

For Radha Subramanyam, chief research and analytics officer at CBS, a hybrid approach is the best way to go, with “a combination of panel and other data.” But, she noted, there is still the issue of walled gardens. “What do you do with all of that data that sits outside?” she asked. “We need a holistic view because the market doesn’t care about walls or silos of data. Advertisers want the full picture.”

The barrier to a holistic solution is a not technical one, Subramanyam added. “It is will or leadership. We need to think bigger and have more cooperation. We need a fluid ecosystem. The tech [is] easy but getting it done [is] not.”

What About Panels?

Frank Comerford, president of NBC Local Media Commercial Operations, and chief revenue officer and president, commercial operations, for NBCU Local Media, listed a range of challenges. “Is a small panel accurately reflecting the audience we have?” he asked. “Is a big data set reflecting our audience?” Comerford explained that if viewers aren’t in the right places in the data set, it will produce the wrong information. In addition, he said, “with a big data sample, there are walled gardens that are marking their own homework.”

Panels have both advantages and shortcomings. “Panels provide a fundamental source of truth,” Subramanyam noted. “[A panel] allows customers and clients to understand the households from which it is derived. It is also a source of diversity measurement and ensures an exact or accurate representation of those audiences. I believe in the fundamental need of [panels] to give us those things. But we also need the scale and stability of big data sets.”

“Panels can’t strive for behavioral, but can strive for the demographic,” Comerford added.

Who Leads the Charge?

When it comes to deciding the most effective measurement and metric, who has the last word?

Nielsen’s LeFort believes that it is, ultimately, up to the advertiser — “if the advertiser is happy about what they have spent to get their results.” The good news, he explained, is “TV and digital are not as far apart as we pretend it is.”  They are complementary. “It is not TV versus digital.”

Subramanyam concurred, “We are here to service the marketer and we need a healthy, transparent market. There are lots of initiatives at work and a combination of them will lead to a new standard.” But, she added, “consensus in standardization across media is essential. And people have to get comfortable in getting their data out there.”

Experimentation Is Essential

Measurement solutions should be a part of tracking attribution and there is a lot of experimentation going on in this area. “[At CBS,] we start by experimenting on ourselves and then offer the solutions to our marketers,” Subramanyam noted. “Attribution, specifically in digital, is still in the early stages. It tends to be versions of last click. But there are lots of experiments.”

For NBC’s Comerford, the local markets try a range of different attribution experiments with a “small sample on the buy in the local market. We track and see. We can prove that an ad that runs on TV is effective and multiplies the effect of local advertising. The last click did not necessarily get the sale, but it might be the execution of the sale. We have to see what led to that.”

The overall consensus is that the industry is now working together to find solutions. “The good news is that we are all talking,” Subramanyam said. All this results in greater cooperation and a “robust and positive discussion.”