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Television Advertising Insights Lockdown Highlight Tous en cuisine, M6 (France) Foreword We are delighted to present you this 27th edition of trends and to the forecasts for the years to come. TV Key Facts. All this information and more can be found on our This edition collates insights and statistics from dedi cated TV Key Facts platform www.tvkeyfacts.com. experts throughout the global Total Video industry. Use the link below to start your journey into the In this unprecedented year, we have experienced media advertising landscape. more than ever how creative, unitive, and resilient Enjoy! / TV can be. We are particularly thankful to all participants and major industry players who agreed to share their vision of media and advertising’s future especially Editors-in-chief & Communications. during these chaotic times. Carine Jean-Jean Alongside this magazine, you get exclusive access to Coraline Sainte-Beuve our database that covers 26 countries worldwide. This country-by-country analysis comprises insights for both television and digital, which details both domestic and international channels on numerous platforms. Over the course of the magazine, we hope to inform you about the pandemic’s impact on the market, where the market is heading, media’s social and environmental responsibility and all the latest innovations. Allow us to be your guide to this year’s ACCESS OUR EXCLUSIVE DATABASE ON WWW.TVKEYFACTS.COM WITH YOUR PERSONAL ACTIVATION CODE 26 countries covered. Television & Digital insights: consumption, content, adspend. Australia, Austria, Belgium, Brazil, Canada, China, Croatia, Denmark, France, Finland, Germany, Hungary, India, Italy, Ireland, Japan, Luxembourg, The Netherlands, Norway, Poland, Russia, Spain, Sweden, Switzerland, UK and the US. TV KEY FACTS 2020 FACTS KEY TV 1 TABLE OF CONTENTS Resilience and Transformation Editorial by Thomas Rabe (RTL Group) .................................................................................... 4 TV brought the world to us when we weren’t allowed out in the world Editorial by Stéphane Coruble (RTL AdConnect) ......................................................................... 8 The post-pandemic advertising market Article by Daniel Bischoff (RTL AdConnect) A crisis like no other: why Volatility, Uncertainty, Complexity and Ambiguity is the new normal .......14 Big surge in the Total Video consumption Interview with Brian Wieser (GroupM) TV revenues’ road to recovery ........................16 Facts & Figures Interview with Vincent Letang (MAGNA Global) A Total Video world ..................................34 The impact of Covid-19 on 2020 adspend. Covid-19 global Total Video consumption ...........36 What economic forecast for the coming 12 months? . 20 Viewing time per individual ..........................38 Changing screen habits ................................40 Interview with Matthias Dang (Mediengruppe TV, queen of audiences ................................42 RTL Deutschland & AdAlliance), David Larramendy Device penetration ....................................44 (M6 Publicité), Denis Masquelier (IP Belgium) and Growing technological adoption encourages Ton Rozestraten (Ad Alliance) advertising innovations ...............................46 Beating the market in a tough media climate .........24 Article by Nicole Greenfield-Smith (Thinkbox) Facts & Figures How TV brought us together during lockdown ......48 Top advertising sectors & advertisers .................28 Television advertising insights ........................29 Facts & Figures Digital advertising stats unwrapped ..................30 YouTube consumption trends .........................50 Article by Peter Robinson (KidsKnowBest) Platforms especially for kids: the latest trend in SVOD ...............................................52 Interview with Lucien Brouwer (RTL Nederland) What’s the future of BVOD? ..........................56 TV KEY FACTS 2020 FACTS KEY TV 2 The pandemic’s impact on content and advertising production Facts & Figures US series & talent shows at the top of the charts .....60 Top single programmes ................................62 The innovative future Best recurrent series ...................................63 of advertising Article by Paul Wood (Fremantle) What content flourished in our time of need? ........64 Interview with Duncan Stewart (Deloitte) What to expect in the technology, media and telecoms Interview with Jörg Graf (RTL Television) sector? ................................................96 How the coronavirus crisis has impacted TV content production ....................................68 Interview with Sim Blaustein (BDMI) What consumer tech innovations will define the next Interview with Chris Goldson (ITV) decade? ................................................98 Why ITV, Honda and Haribo asked the public to remake famous commercials ..........................70 Interview with Lisha Li (Rosebud.ai) Almost human: Rosebud AI founder on virtual models Interview with Jean-Patrick Chiquiar (Rosapark) and the future of synthetic media ................... 100 Time to return to bold and free advertising ..........72 Interview with Sebastian Busse (Smartclip) Interview with Simon Cook (Cannes Lions) What’s new with Addressable TV? .................. 102 Why creativity is needed more than ever .............76 Article by Anders Rune (egta) How do we build a cross-media measurement system Advertising joining that reflects TV’s premium delivery ................ 104 the path to a sustainable Interview with Karin Immenroth (Mediengruppe world RTL Deutschland) Taking on the challenge of measuring cross-media data Article by Stephan Loerke (WFA) in Germany and around the world .................. 106 What are advertisers’ biggest challenges? .............80 Interview with Ben Jankowski (Mastercard) Interview with Stéphane Hugon (Eranos) The search for a cross-media measurement system .. 108 Television is the last of the institutions ...............82 About RTL Group .................................. 110 Interview with Isabel Kurata (ACT Responsible) About RTL AdConnect ............................ 111 Can brands steer the world towards responsible Special thanks & Imprint ......................... 112 living? ................................................86 Interview with Sonoo Singh (The Drum) Time to restart, rebuild and reset .....................90 Article by Stéphane Gendarme (Groupe M6) Defending the frontline in the battle against fake news ..............................................93 TV KEY FACTS 2020 FACTS KEY TV 3 EDITORIAL Resilience and transformation Thomas Rabe CEO of RTL Group CEO of Bertelsmann TV KEY FACTS 2020 FACTS KEY TV 4 Thomas Rabe, CEO of RTL Group, explains how the Group is speeding up the digital transformation of its businesses during the coronavirus crisis. RTL Group reacted swiftly to the worldwide spread of the coronavirus disease by focusing on four areas: the safety of our employees, the continuity of our businesses, liquidity, and cost and cash flow Massive transformation management. Our industry is going through a massive transfor- Across RTL Group, we have seen a limited number mation which has been accelerated by the coronavirus of infections. Mid-March, we implemented compul- crisis. Over the past ten years, many media groups sory work from home, with only a few exceptions. have been folded into vertically integrated Since mid of May, we have pursued a prudent conglomerates that control both the production return to office policy. and distribution of content. Our TV channels, radio stations, Comcast bought NBC Universal, streaming services and websites while AT&T bought DirecTV continued to operate without and Time Warner, owner of interruption, registering signifi- HBO and the Warner Bros studio. cantly higher reach and usage. The world’s largest media company, They provide information and Disney, expanded horizontally entertainment to millions of with its acquisitions of 21st people who have faced unprece- OUR INDUSTRY IS GOING Century Fox, Pixar, Lucasfilm dented disruption to their daily THROUGH A MASSIVE and Marvel Entertainment. lives. TRANSFORMATION This period of consolidation As expected, RTL Group’s revenue WHICH HAS BEEN created a handful of content declined strongly in the second ACCELERATED BY THE giants, ready to spend billions quarter of 2020, but we succeeded CORONAVIRUS CRISIS. of dollars in the battle with in offsetting 50% of the revenue global platforms such as Netflix decline. We did so without cutting and Amazon. As part of these so- into the substance of our busi- called ‘streaming wars’, Disney, nesses or reducing investments Apple, AT&T/WarnerMedia and in our streaming services, which Comcast/NBC Universal have all is reflected in gains in market launched new streaming services. shares and a significant growth With unprecedented lockdown in paying subscribers for our measures implemented, growth streaming services. Our broadcasters and Fremantle in usage and paying subscribers for streaming restarted productions across all genres to offer services soared around the globe in 2020. B our viewers fresh and exclusive content. This demonstrates the resilience of our businesses, and the strength of our management teams. TV KEY FACTS 2020 FACTS KEY TV 5 EDITORIAL next five years, we plan to grow the number of paying subscribers for TV Now and Videoland to between 5 and 7 million; to grow our streaming revenue to at least €500 million; and to break even by 2025. To reach these goals, our annual content spend in TV Now and Videoland will grow
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