Kantar Media Reactions 2024 stated that:
‘A net 55% of marketers globally are planning to increase their investment in TV streaming in 2025’
TV advertising effective
TV advertising is still an effective way to reach audiences and promote brands. TV ads can be a powerful tool for advertisers, especially when combined with digital tactics and data analytics. But with an eclectic mix of free-to-air, subscription, on-demand and subscription, marketers should be creative with their use.
Emerging trends
In this guest blog, Kantar explores TV advertising as one of the emerging trends of 2025:
“Over the past decade, smart TVs have become mainstream, and the choice between broadcast and streaming TV has become invisible to viewers. Broadcast TV still dominates reach, yet 50% of people say most of their TV watching is streaming, according to TGI 2024 data. And marketers are struggling to figure out how to place their TV advertising.
The solution is diversity. People value individuality and variety more in this fragmented media landscape: viewing habits differ across different demographics and geographies. Many people still watch broadcast TV, while consumers in some markets prefer Subscription Video on Demand (SVOD) over Ad-Based Video on Demand (AVOD), and vice versa. Marketers who take these nuances into account will be successful in 2025.
The journey towards total video is a balancing act. While a net 8% of marketers globally are planning to decrease their investment in broadcast TV in 2025, a net 55% are planning to increase their investment in TV streaming, according to Kantar’s Media Reactions 2024. The heavy investment that has gone into broadcast TV advertising will continue to be spread across the TV portfolio, and further into video advertising as platforms like YouTube re-join TV bodies like BARB in the UK. It is key for marketers to test and learn what the right video mix is for their brand and for different objectives.”
Gonca Bubani – Global Media Thought Leadership Director, Kantar Insights
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