Weekly New/Digital Media (10)

TV advertising exceeds £5bn for first time

Nicole KIdman with some meerkats




Summary:
Television advertising surpassed the £5bn mark for the first time in history. Online businesses are the second largest TV advertising category, in terms of social media Facebook spends a fortune on business adverting. A vast majority of major firms spend a high percentage on TV advertising with the likes of Google, Netfliex etc. Many advertisers, interestingly, seem to be coming back to TV advertising. Lindsey Clay, "Online businesses in particular recognise the impact TV advertising has and have significantly increased their investment recently. This is something we expect to continue in 2016."

Key statistics:

  • Revenues from TV advertising rose 7.4pc to £5.27bn last year, (6th consecutive growth)
  • Online business advertising category with investment of more than £500m, up 14pc on 2014
  • Facebook spends £10.8m on-screen adverts
  • revealed that Google, Facebook and Netflix spend more than 60pc of their marketing budgets on TV advertising.
  • 877 advertisers either took out a TV advert for the first time, or returned to TV advertising after five years, in 2015.
  • Procter & Gamble was the most-viewed advertiser last year with 30.5bn views, 
  •  Sky notching up 21.2bn views,
  • Unilever and Reckitt Benckiser hitting 20.3bn views each
  • Mars clocking up 16.4bn views
  • TV advertising is now 30pc cheaper in real terms than it was 10 years ago.


My opinion:

TOTALY different to what you would expect with the decline of print and dependency, especially of our generation, on social media and the internet - it seems that a lot of people still watch TV. Advertsing aimed on tv suggests that there is an already established audience that still needs to be shifted, espeically for products that seem to allow for an alternative 'tv viewing experience' like Netflix. It also seems like the major institutions just have too much money and don't know what to do with it, they need to increase their audience reach so they have enough money to make that reach. It also is supporting the theory that the two platforms, emedia and tv complement each other and can be used alongside each other in order to increase the audience research of one platform you can use the other platform for marketing as they are so closely linked.


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