TV advertising

Global entertainment and media Outlook 2016-2020

TV Advertising


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PwC Strategy&'s Tom de Groeve shares an overview of the TV Advertising industry, based on trends from the Global entertainment and media Outlook.

How multichannel cuts further into terrestrial’s lead with shift in demand 

This article explores how in today’s diverse and fast-evolving global media landscape, TV advertising stands tall as a segment that has been expected to implode frequently – but always remains resilient and continues to evolve.

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The largest linear TV audiences are increasingly concentrated on live sports and premium entertainment – boosting the price of sports rights and related ad slots

As premium entertainment shows and live sporting events increasingly become the exclusive domain of pay-TV operators, multichannel TV advertising revenue is benefitting. Intensifying competition for sporting content saw record fees paid for the English Premier League soccer and NFL football in 2015 – and in 2016, 30-second slots for advertisers in the Super Bowl reached a new peak of US$50mn. Looking forward, the 2016 and 2020 Olympic Games will provide a further boost to ad revenues. 

Rising online viewing is driving online TV advertising and the development of new measurement services 

At a 15.1% CAGR, online TV advertising will more than double to US$10.19bn in 2020. However, with the prominence of ad-free subscription video-on-demand services like Netflix and Amazon, online TV advertising will still account for only 4.8% of global TV advertising revenue in 2020. The rise of online viewing and connected devices is driving the development of new audience measurement services – and as these emerge, they’ll help monetise changing consumption patterns and target ad campaigns more accurately.

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