TV Advertising Trends and Insights 2021
Discover key insights from the 2021 TV advertising landscape, including the increasing use of linear TV and BVOD, the rise of new advertisers, and the diverse spending patterns across different advertiser segments. Explore the data on viewership, advertiser behavior, and the evolving role of TV in reaching diverse audiences.
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Presentation Transcript
Linear TV and BVOD reaches over 90% of adults every week Adults ABC1 adults 16-34 90.3% 90.9% 80.1% Men Women HP+CH 89.5% 91.2% 89.8% Source: IPA TouchPoints, 2021 (average of lockdown and non lockdown release)
TV is fundamental in almost all viewing need states Source: The Age of Television, 2018, MTM/Thinkbox
How we watch broadcaster TV 10% 26% 16% BVOD Playback Live 16-34 Inds 55% 19% 74% 2 hrs 57 mins 1 hr 24 mins Source: 2021, BARB / Broadcaster stream data
More and more advertisers are trying TV for the first time 1400 1,286 1,243 1200 Number of advertisers* 1000 877 867 837 837 782 800 600 400 200 0 2015 2016 2017 2018 2019 2020 2021 Source: Nielsen Ad Intel / Sky *New to TV advertisers classed as those not advertising on TV within the last 5 years on Linear TV and Sky AdSmart
And its not just big spenders - 830 advertisers spent under 50k on TV in 2021 900 800 700 NO. OF ADVERTISERS 600 500 830 400 300 603 492 447 200 100 133 125 10 0 Less than 50k 50-250k 250k- 1m 1-5m 5-10m 10-50m 50m+ Source: Nielsen Ad Intel, 2021
