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Contents
1. Key findings
2. The key characteristics of TV advertising
2.1. Characteristics of above-the-line (ATL) and below-the-line (BTL) advertising
2.2. Objectives of advertising communication
2.3. Advertising market trends in value
2.3.1. Growth in the ATL advertising market
2.3.2. The BTL market: the submerged part of the advertising iceberg
2.4. Market share of TV advertising
2.4.1. TV: the main ATL platform for advertising investment
2.4.2. A major contribution to the financing of the audiovisual sector
2.4.3. Ad investment still undersised in Europe compared to the United States
3. Linear television vs. online video: what are the trade-offs?
3.1. Changing trends in video consumption
3.1.1. Linear TV consumption
3.1.2. Non-linear TV consumption
3.1.3. TV consumption on 'second screens'
3.1.4. Disparities according to targets
3.2. Redefinition of the linear TV advertising market
3.2.1. Linear TV audience fragmentation
3.2.2. The 'premium to the leader' phenomenon
3.2.3. In terms of reach
3.2.4. In terms of exposure
3.2.5. In terms of costs
4. What role will TV advertising play with the rise of new media platforms?
4.1. The strengths of TV
4.1.1. The influence of TV
4.1.2. New screens: new advertising channels and increasing TV consumption at the same time
4.2. What threats does the TV platform face?
4.2.1. Time spent on new video services
4.2.2. Benchmarks that allow advertising effectiveness between media platforms to be compared
4.3. Can TV brands be a part of the Internet?
Tables
Table 1: Advantages and disadvantages of ATL advertising for an advertiser
Table 2: Advantages and disadvantages of BTL advertising for an advertiser
Table 3: Effectiveness criteria and associated metrics
Table 4: Main characteristics of above-the-line (ATL) and below-the-line (BTL) online advertising15
Table 5: Viewing time and ad space prices on national channels, United States, 2009-2012
Table 6: Memorization rate for different media
Table 7: Comparison of average, minimum and maximum beta scores for several ad formats
Table 8: Comparison of audience definitions on various media platforms
Figures
Figure 1 Cost of a 30 second spot on national channels according to time slot, USA, 2009-2012
Figure 2: Media market share worldwide, 2012-2015
Figure 3: Theoretical modeling of the objectives of advertising communication
Figure 4: Advertising market share between 2009 and 2015, by geographical area
Figure 5: Advertising market share between 2009 and 2015, by platform
Figure 6: Comparison of ATL and BTL share in France and the United States, 2006-2012
Figure 7: Net investment in communication in France since 1997
Figure 8: Comparison of advertising investment distribution by media worldwide, 2012-2015
Figure 9: Market shares of ATL platforms in North America and Western Europe, 2012-2015
Figure 10: Growth in number of TV households by geographical area, 2009-2017
Figure 11: Comparison of GDP and TV advertising revenues by geographical area, 20
Figure 12: Relative share of the main sources of TV funding worldwide, 2012-2017
Figure 13: Comparison of ad revenues per TV household in the United States and in the five major European countries in 2012
Figure 14: Comparison of TV advertising revenue per TV household in selected countries between 2005 and 2017
Figure 15: Advertising revenues of the three leading French channels and combined annual audience share, 2009-2012
Figure 16: Allocation of video consumption time according to consumption platform for all households in the United States, Q4 2012
Figure 17: Linear TV viewing time according to region, 2011-2012
Figure 18: Linear TV viewing time in the leading European markets, 2009-2012
Figure 19: Daily viewing time by individual in the United States, Q4 2008 - Q4 2012
Figure 20: Growth in the share of live TV in online TV consumption in France, 2011-2012
Figure 21: Growth in online TV consumption on fixed and mobile, in the United Kingdom, Q1 2008 - Q1 2012
Figure 22: Catch-up TV offerings over the Internet in France
Figure 23: Catch-up TV penetration in France
Figure 24: Penetration of 'second screens' in France, October-December 2012 vs. October-December 2011
Figure 25: Volume of TV content consumed online by device, France, 2011-2012
Figure 26: Daily linear TV viewing time by age group, 2010-2012
Figure 27: Linear TV weekly viewing times by age group in the United States, Q1 2011 - Q4 2012
Figure 28: Distribution of monthly video consumption time by means of consumption and age group in the United States, Q1 2011 - Q4 2012
Figure 29: Cumulative audience share of the 5 leading channels in the main European TV markets, 2008-2011
Figure 30: Ad revenues of the 3 most-watched channels and share of total TV ad revenue, France, 2009-2012
Figure 31: Ad revenues of the 3 most-watched channels and share of total TV ad revenue, Japan, 2009-2012
Figure 32: Cost of a 30 second spot on national channels by time slot, United States, 2009-2012
Figure 33: Comparison of TV ad spending and ad viewing time on national channels in the United States
Figure 34: Monthly reach for Hulu and YouTube in 2012, United States
Figure 35: Weekly reach for the major US networks, Q4 2011
Figure 36: Ads viewed on Hulu, United States, 2012
Figure 37: Preferred information sources for French users in 2013
Figure 38: Average number of touchpoints with media per day in France in 2012
Figure 39: TV aired vs. consumption in France, in 2012
Figure 40: Attitudes toward advertising among French consumers, April 2009
Figure 41: The influence of TV advertising on purchasing decisions, France, 4th quarter 2010
Figure 42: Ad recall by platform, France
Figure 43: Example of pairing TV and mobile for an AXA ad campaign, Belgium
Figure 44: Comparison of average ROI by platform
Figure 45: Comparison of the influence of touchpoints
Figure 46: How a touchpoint's influence is calculated
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