Report Overview
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TV advertising: Evolving the model
- PublisherEnders Analysis.
- Publish Date May 13, 2021
- Sector Advertising, Media, Television.
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Contents
Executive Summary
Key Findings
Conclusions and recommendations
1. The current TV advertising ecosystem: strengths, weaknesses and threats
Strong symbiotic relationship between brands and broadcasters
The TV advertising model is showing signs of wear and tear
The television ecosystem is under threat as structural changes take root
2. Potential impact on TV advertising revenues
3. Evolving the TV advertising ecosystem
The advertiser-agency relationship should rebase to drive business outcomes
Cross-media measurement systems will likely reinforce TV’s effectiveness
Deal structures should cover all revenues, with the majority based on volume
Pricing and currency: moving to the optimal solution
4. Summary of recommendations
Glossary
About Enders Analysis
About ISBA
About Venture Insights
Figures and Tables
Figure 1: Summary of recommendations, actions and timing
Figure 2: Channel 4 content costs and total advertising revenues (£m)
Figure 3: Take rates across advertising supply chains
Figure 4: Cost per 1,000 seconds of attention (£)
Figure 5: SAP for Adults 16+, constant vs forecast demand, 2019-2027
Figure 6: SAP for 16-34s constant vs forecast demand 2019-2027
Figure 7: Recommended advertiser agency contractual relationship
Figure 8: Unified Cross-Media Measurement (e.g. Origin)
Figure 9: Can issue be resolved by possible deal structures with CRR intact
Figure 10: Benefits of All Volume and All Share deals
Figure 11: Issues with All Volume and All Share Deals
Figure 12: Move towards volume deals based across all revenue
Figure 13: Premium context buys, enhancing a fully rounded audience buy
Figure 14: Summary of recommendations, actions and timing