The Global TV Deck Initiative
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The Global TV Deck The global proof of TV’s power and popularity Background: The Global TV Deck initiative In 2013, The Global TV Group was created with major players in the TV industry joining forces to consistently back up TV’s positive narrative with solid global data as well as promote the power of TV as a digitally transformed medium. In the madness of the digital storm, and when TV advertising’s power is taken for granted more than ever, The Global TV Group launched the Global TV deck initiative to: . Remind advertisers, journalists, tech gurus, agencies and industry peers about the power and popularity of TV . Gather solid facts and figures worldwide to have an accessible source of reliable information . Prove that TV and online are more powerful together What we define as TV This video is only here as an example to illustrate the concept of TV (please note that rights haven’t been cleared with NFL). Feel free to replace it with your own material. TV is brand-safe Among the most serious concerns in our industry, brand safety has been a major red flag for video advertising. While it is important to address this issue it is also important to assess once more that TV has never and will never be faced with such a controversy. All TV is whitelisted: . 100% transparency . Highest rate of viewers’ trust . Regulations . Measurement A great topic to illustrate TV as the safest space for advertising and highlight its strengths, effectiveness and bright future. TV is the prime real estate of AV advertising High completion rates Robust measurement Full Screen Brand safe Sound on Shared viewing Viewed by humans High quality programming The global proof of TV’s power and popularity Reach Unbeatable scale and reach Resilience TV viewing is steady throughout a decade of innovation and different stages of life Popularity TV has by far the biggest share of attention Impact TV is the most trusted and impactful form of advertising Effectiveness Advertisers invest in TV advertising because it pays back Complementarity TV makes all other media more effective Reach Unbeatable scale and reach “TV is still really powerful for us. It is still the most mass reaching audience and it still works for us” Marisa Thalberg, CMO of Taco Bell April 2017 Source: https://www.beet.tv/2017/04/marisa-thalberg.html TV’s reach and scale across the globe are unbeatable Day Week Month On average across 67.6% 87.9% 95.7% 26 markets (Australia, Austria, Belgium – national, Brazil, Canada, Colombia, Czech Republic, Ecuador, Finland, France, Germany, Ireland, Italy, Mexico, Netherlands, Peru, Poland, Russia, Slovenia, South Korea, Spain, Sweden, Switzerland, Ukraine, UK, US) Base: 26 countries, all respondents; Source: The Global TV Deck 2018 – see the following slides. GLOBAL TV’s reach and scale across Europe are unbeatable Day Week Month On average across 68.4% 97.7% 95.4% 16 markets (Austria, Belgium – national, Czech Republic, Finland, France, Germany, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden, UK, US) Base: 16 countries, all respondents; Source: The Global TV Deck 2018 – see the following slides. EUROPE Incomparable reach all over the world Daily 64,7% 72,8% Weekly 66,5% Sources for figures:forSources 80,6% 75,2% 65,7% Monthly 75,3% 70,6% see 72,2% following 70,3% 61,8% slides 69,0% 58,7% 65,9% 84,6% 93,0% 91,2% 93,7% 92,2% 87,2% 91,3% 88,5% 84,5% 90,9% 81,8% 91,0% 82,7% 90,0% 85,4% 93,8% 98,9% 98,1% 98,4% 97,6% 95,6% 97,7% 99,0% 90,9% 95,3% GLOBAL 90,6% 99,0% 93,6% 97,0% 92,2% TV is the fast track to 4h16 reach consumers USA 2h14 China Average viewing time in Europe and overseas 2h42 more than 4 hours Denmark Average daily reach * 3-4 hours in Europe h 4h42 2-3 hours 2 58 3h23 Netherlands 4h22 Japan UK 3h43 Poland Germany 73.2% 3h18 Daily Belgium North Viewing Time 3h42 4h03 France h h h Belgium South 4 04 4 26 4 07 Italy Croatia +39 min vs 1996 3h45 Spain Source average viewing time: *RTL AdConnects own calculations. Source: TV Key Facts 2018, Médiamétrie, Eurodata TV worldwide, all individuals, all day, January-December 2017 Source average daily reach : European Daily TV reach excluding Greece, Norway, Portugal and Slovenia, Development of daily TV reach in % of all adults 12+,13+,14+ etc. | Source: TV Key Facts 2018, EUROPE Médiametrie, local institutes Unbeatable daily, weekly and monthly reach % of the Australian population Day Week Month 64.7% 84.6% 93.8% Source: OzTAM Metro, RegTAM Regional Agg+WA, Total Ppl, 1 minute reach Total TV National (inc. Central Australia) , 0200-2600. Jan 2017 To Dec 2017 Includes live viewing and playback through the TV set at the time it is watched within 28 days. Time bands use the industry standard 26-hour TV clock: 0200-2600 AUSTRALIA Unbeatable daily, weekly and monthly reach % of the Austrian population Day Week Month 65.3% 90.5% 98.1% Source: AGTT/GfK: TELETEST, 2017 , people 12+, total TV AUSTRIA Unbeatable daily, weekly and monthly reach % of the North Belgian population Day Week Month 74.5% 93.7% 99.0% Source: CIM TV South 2017, TTV 4+, reach 1 min. cons BELGIUM NORTH Unbeatable daily, weekly and monthly reach % of the South Belgian population Day Week Month 71.4% 93.1% 99.2% Source: CIM TV South 2017, TTV 4+, reach 1 min. cons BELGIUM SOUTH Unbeatable daily, weekly and monthly reach % of the Brazilian population Day Week Month 66.5% 91.2% 98.1% Source: Kantar Ibope Media – MW Telereport – Metropolitan Regions – May of 2018. Target: Viewers from Atlas Globo – 202.420.696 - Reach Average day, week and month (cov%) BRAZIL Unbeatable daily, weekly and monthly reach % of the Canadian population Day Week Month 80.6% 93.7% 98.4% Source: Numeris PPM, Total Canada, Total TV, Consolidated, All Locations, M-Su 2am-2am, Ind. 2+, CY 2017 CANADA Unbeatable daily, weekly and monthly reach % of the Colombian population Day Week Month 75.2% 92.2% 97.6% Source: Ibope, Universe: 19.368.910 . Total TV ( Broadcast TV + Cable) - Cable = Channels disaggregated by Ibope COLOMBIA Unbeatable daily, weekly and monthly reach % of the Czech population Day Week Month 70.2% 89.1% 95.5% Source: y2017, ATO - Nielsen Admosphere, TV live + TS0-3. Reach: at least 3 min continuous viewing. Population: 4+ CZECH REPUBLIC Unbeatable daily, weekly and monthly reach % of the Ecuadorian population Day Week Month 54.1% 81.9% 94.2% Source: Kantar Ibope Media Ecuador - Total TV. Period: January to November, 2017. From 06 to 06. Population: (3 years +) 4,850,550 ECUADOR Unbeatable daily, weekly and monthly reach % of the Finnish population Day Week Month 65.7% 87.2% 95.6% Source: Finnpanel TAM, Jan.-Sept. 2018 FINLAND Unbeatable daily, weekly and monthly reach % of the French population Day Week Month 75.3% 91.3% 97.7% Source: Médiamétrie 2016- Médiamat – Base: individuals 4+ FRANCE Unbeatable daily, weekly and monthly reach % of the German population Day Week Month 70.6% 88.5% 99.0% Source: AGF videoresearch in collaboration with GfK; videoScope 1.1, 2017; data weighted. Base: Adults 14+ years. GERMANY Unbeatable daily, weekly and monthly reach % of the Irish population Day Week Month 65.6% 89.0% 96.3% Source: All individuals. Period for Daily and Monthly reach: 01-01-2017 - 30-06-2017. Period for Weekly reach: 02-01-2017 - 25-06-2017 IRELAND Unbeatable daily, weekly and monthly reach % of the Italian population Day Week Month 72.2% 84.5% 90.9% Source: AUDITEL, Year 2017, individuals +4 y.o., reach 1min+. TV set viewing within 7 days of broadcast ITALY Unbeatable daily, weekly and monthly reach % of the Mexican population Day Week Month 58.2% 88.5% 97.1% Source: Nielsen IBOPE Mexico. P4+, June 2017. MEXICO Unbeatable daily, weekly and monthly reach % of the Dutch population Day Week Month 70.3% 90.9% 95.3% Source: SKO (Stichting KijkOnderzoek) HY1 2018. Population 6+ NETHERLANDS Unbeatable daily, weekly and monthly reach % of the Peruvian population Day Week Month 43.9% 73.9% 90.4% Source: Media Work Station (Kantar Ibope Media) – June 2017 – (07 a.m. to 12 a.m.). Target: Total Lima + 6 Cities Population: 13,040,400 PERU Unbeatable daily, weekly and monthly reach % of the Polish population Day Week Month 61.8% 81.8% 90.6% Source: Nielsen Audience Measurement Poland, 2017 Jan.-Dec., Target group: All 4+, reach 1min+ POLAND Unbeatable daily, weekly and monthly reach % of the Russian population Day Week Month 69.0% 91.0% 99.0% Source: MediaScope, 4+, Jan-Jun 2018 RUSSIA Unbeatable daily, weekly and monthly reach % of the Slovenian population Day Week Month 74.7% 91.3% 95.7% Source AGB Nielsen, based on average daily reach, average weekly cumulative and average monthly cumulative reach, based on 1 min of viewing, total individuals, total television. Q1 2018 SLOVENIA Unbeatable daily, weekly and monthly reach % of the Korean population Day Week Month 59.6% 80.3% 93.2% Source: Nielsen, year 2017, individuals 4+, reach 1min+. TV set viewing within 7 days of broadcast SOUTH KOREA Unbeatable daily, weekly and monthly reach % of the Spanish population Day Week Month 70.2% 89.1% 96.1% Source: Kantar Media, Spain, Total TV, Linear TV, All Day. Individuals 4+ (guest included). January-August 2018. Linear TV. SPAIN Unbeatable daily, weekly and monthly reach % of the Swedish population Day Week Month 59.3% 82.0% 92.7% Source: MMS Advantedge, based on average daily reach, average weekly and average monthly reach, based on 1 min of viewing, total people, total broadcast television.