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Introduction

TV advertising revenues continue to grow at a healthy rate globally – the $173.7bn generated in 2014 will increase to $224.1bn in 2020. Long-established TV players have innovated to counter threats from digital.

Highlights

  • The time consumers devote to linear TV viewing will continue to fluctuate from market to market, although it will ultimately decline on a long-term basis – as a result of audiences shifting to on-demand viewing.

Features and Benefits

  • Analyzes the current status of the TV advertising market
  • Identifies what the TV advertising market needs to do to cope with changes in viewing habits

Key questions answered

  • Is the ad-free model promoted by Netflix reducing public tolerance for advertising?
  • Are ratings agencies adequately capturing developments in viewing habits as audiences flit between devices, services, and distribution technologies?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Market dynamics

  • TV advertising resists the digital storm
  • TV innovates to deprive digital of a USP

Market outlook

  • New metrics needed to capture TV innovations

Appendix

  • Methodology
  • Further reading
  • Author

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