Television Advertising: An Irreversible Decline? - Forecasts and Analysis for the UK and US

Published by: Generator Research Limited

Published: Feb. 25, 2009 - 30 Pages

Table of Contents

SYNOPSIS

SUBJECT AREA

REPORT CONTENT

KEY BENEFITS

WHO SHOULD READ THIS REPORT?

EXECUTIVE SUMMARY

INTRODUCTION

MACROECONOMIC CLIMATE

TELEVISION AND THE INTERNET

New distribution platforms

New television content emerging from the internet

A new television experience

Perspective of commercial television broadcasters

Strategic response of television broadcasters

CASE STUDY: MUSIC INDUSTRY

DEFINING TELEVISION ADVERTISING

FOUR DIFFERENT TYPES OF TELEVISION ADVERTISING

Type #1: Traditional Spot Ads

Type #2: Internet TV (PCs, Macs and Portable Devices)

Type #3: Internet TV (Internet

connected TV sets)

Type #4: Targeted Spot Ads (TSAs)

Broadcast TV will endure

Broadcasters can leverage internet techniques

FORECAST

BASIS FOR MODEL AND INCLUSIONS

KEY ASSUMPTIONS

How will the total viewing time be shared between computers & devices?

Parallel delivery of a range of television services, including internet TV

Broadcast TV offers benefits that cannot be matched by internet TV

How long will it take the internet television market to develop?

RESULTS

Abstract

The report begins by explaining how the internet is transforming the television industry by looking at how distribution is changing, the emergence of new sources of content and how the television proposition itself is changing.

Next the report explains how commercial television broadcasters view the internet, both tactically level and as a strategic threat. The report clearly describes how commercial broadcasters could leverage the internet to their advantage by detailing three key benefits.

The report then provides a very clear definition of what television advertising means in the internet age. The report shows how a single revenue stream from spot ads will give way to a more complex picture where broadcasters will need to manage four parallel sources of advertising revenue.

A clear analysis and explanation is provided as to why the broadcaster's traditional model, which relies on delivering the same content at the same time to very large audiences, will continue to be successful in the future even when internet television has reached a mature phase. The report explains how the internet could be used to enhance the broadcaster's traditional model.

The latter sections of the report provide a detailed explanation of the key assumptions used in the forecast. The report concludes by summarising the key findings and displaying the results of an in-depth forecasting exercise graphically for both the U.S. and the U.K.

Key Benefits

• Understand how a single source of television advertising revenue will fragment into four separate sources of revenue as the internet transforms the television industry;
• Appreciate how the internet television model of today, which is a largely focused on the PC, will give way to a TV-centric experience and what implications that will have on the sources of advertising revenue;
• See how television broadcasters, accused by some in the internet industry of having their heads in the sand, could use internet technology and techniques to dramatically increase the effectiveness of spot advertising;
• Read what the television industry needs to do to avoid making the same mistake as the music industry, which failed to properly understand the transformative effects of the internet until it was too late.

Who Should Read this Report?

• Product management and product marketing
• Product strategy and marketing strategy
• Executive leadership
• Market insight and competitor intelligence
• Business development and corporate development

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