Wednesday 7 March 2018

TV ad segment in Britain crash down 3.2% in 2017

While TV is still the most powerful viewing platform in India, it is dwindling in popularity in developed countries. Advertisers are shifting to new platforms like OTT to reach the people. According to full-year figures provided to Thinkbox by the UK commercial TV broadcasters, TV advertising revenue in the UK totaled £5.11 billion in 2017, down 3.2% on the record high set in 2016 of £5.28 billion,.


As per the report, the figures represent all money invested by advertisers in commercial TV across all formats and on any screen: linear spot and sponsorship, product placement, Broadcaster VOD, addressable and interactive.

This is the first time that the industry has witnessed a decline; there was growth for 7 consecutive years.  Analysts feel that the decline was caused by ongoing economic and political uncertainty, with a weakened pound and inflationary pressure leading some advertisers to reduce TV investment, notably FMCG advertisers.

The top 5 biggest spending categories on TV in 2017 according to Nielsen’s data were online businesses, food, and finance.

Thinkbox CEO Lindsey Clay said: “Post-recession, TV advertising in the UK had 7 consecutive years of growth. But TV hyper-reacts to the economy, good or bad, and recent uncertainty saw growth stall in 2017. That growth is now returning. The pendulum is swinging back to TV. We have more proof than ever that TV advertising drives business growth and outperforms all other forms of advertising. TV is a proven, trusted, high-quality environment for brands.”

Sourcehttp://cablequest.org/index.php/news/international-news/item/12325-tv-ad-segment-in-britain-crash-down-3-2-in-2017

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