Global TV Advertising Forecasts: Looking Beyond the Rate Card - 4th editionInforma Media and TelecomJune 1, 2011 SKU: INFM6398711 |
| Countries covered: Global Overview After a terrible year in 2009, global net TV advertising revenues returned to growth in 2010. In this research Informa strips out discounts, production costs and commissions to provide authentic numbers for revenue generation. The improvement in 2010 was down to greater economic stability - and consequent improved consumer and corporate confidence. The finals of the soccer World Cup also boosted TV advertising. The global recession was not the only factor adversely affecting the ad market. Audiences are being further fragmented by greater programming choice. This has given advertisers greater channel choice and has also led them to question the rates that they were previously paying to the established players. These channels have had to show greater price flexibility to retain advertisers. In this changing environment, concepts such as interactive advertising, multi-device campaigns and behavioral targeting are all coming to the fore. The established players have also reacted to this loss of audience share on their core channels by launching thematic networks. The aim is to ensure that the collective audiences of these thematic channels will mean that the total number of viewers within their channel portfolio will be higher than for the core channel before fragmentation started. Reports features and benefits
Country specific forecasts for 53 countries:
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