Broadcast TV spend fell $34bn worldwide last year as advertisers moved money into streaming platforms- Report
The AVOD streaming market is now set to double to $54bn by 2025, while a landmark study of Adgile data by WARC lays bare the impact of COVID-19 on broadcast TV for the first time
WARC Global Advertising Trends: Next Generation TV
Advertising spend on broadcast television (excluding political ads) fell by $34bn worldwide last year as the coronavirus paralysed production and brands moved money into streaming platforms finds WARC, the international marketing intelligence service.
Commenting on the research, Paul Evans, CEO, Adgile, says: “Adgile’s unique first-party brand content data, combined with WARC’s insightful analysis and reporting, revealed a TV landscape in Australia that changed significantly in composition during 2020. But the impact of COVID on TV may well be felt long-beyond this period – in reframing expectations for greater flexibility of planning and buying, and the requirement for more accessible data that enables real-time measurement and effectiveness across Linear and On Demand – what we refer to as Total TV.”