In this week’s egtabite we put the spotlight on The Global TV Group’s latest initiatives and highlight how sales houses and TV companies can take advantage of the Group’s plentiful resources when promoting TV as an advertising medium.
For those unfamiliar, The Global TV Group is a grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, with egta as the main coordinator of the Group. Its objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and unmatched power of TV. And to that point, look no further than to some of the key projects of 2021.
The Global TV Deck
The Global TV Deck compiles data and facts from across the world, presented in an easy-to-use slide deck. The slides are nickable, i.e. you can pick the slides to use that fits your purpose. The latest update of the deck reveals how direct-to-consumer companies, known for being data-driven and representing the fastest-growing, most successful brands today, are some of the biggest TV spenders globally. It also shows in hard figures how the FAAAM, which stands for Facebook, Amazon, Alphabet (Google’s parent company) and Microsoft, recognise TV as a valuable means of driving growth and use it more than ever to communicate.
Another update of the Global TV Deck in 2021 also demonstrates why these companies and others choose TV as an advertising medium – namely the unmatched scale of TV, needed to grow brands’ customer base. The slide deck comprises data from 27 markets on TV’s reach and total video consumption – establishing TV as the most powerful medium.
Lastly, the first update of the deck in 2021 arms advertisers with the latest TV effectiveness evidence. By gathering research summaries from various countries, the collection illustrates how TV drives business outcomes and provides businesses with the best leverage for their marketing activities.
“The meaningful insights gathered by the Global TV Group strikingly showcase that companies of all shapes and sizes embrace TV to catapult their brands to fame. Brands born on the internet and online giants alike put their trust and ad dollars in our medium – and this new compilation of industry-audited data allows us to look beyond our boundaries and see that this trend holds true across the globe,”
says Katty Roberfroid, Director General of egta.
A world tour with CEOs and TV industry leaders
What makes TV special, how is it evolving and how does it help brands drive business? To answer these questions and more, egta and the Global TV Group reached out to 23 CEOs and TV industry leaders to collect the key arguments for TV with short, easy-to-digest video statements. A compilation of the videos was premiered during this year’s Online Talk – Tomorrow’s TV, created Today – celebrating the 25th anniversary of World TV Day on 21 November. The video and all the individual statements are available here – a virtual compendium with arguments outlining the strengths of TV today!
Adaptable TV spot
On the same occasion, the Group released a 30-second TV spot, showing how television has evolved to become much more than it used to be and is now available anywhere at any time for anyone. Broadcasters around the world adapted the clip’s message to local languages, amplifying the message. As the clip is adaptable, it can also be used in a larger context, to promote TV as a modern, dynamic, ever-evolving and trusted medium that beats all the other. We welcome you to adapt the clip and use it for multitude of different purposes such as PR, conferences, to open a pitch or any other settings.
For more information about the Global TV Group, we invite you to have a look at https://www.theglobaltvgroup.com/. Should you have any questions on how to access all the available material or how to make the most of it, do not hesitate to contact Alain or Halli at egta, alain.beerens@egta.com and halli.oddsson@egta.com.
OTHER CASE STUDIES
AN IMMERSIVE CANAL+ BRAND SOLUTIONS COLLABORATION FOR SKIN-CARE BRANDS WITH SENSITIVE STORIES TO TELL
26. 6. 2026CANAL+ BRAND SOLUTIONS and its in-house studio LA FACTORY created “Marquer l’Invisible” for Avène, linking Cicalfate+ to a documentary-style story about scars, tattooing, repair and protection without turning the content into a product demonstration. The activation combined production, premium CANAL+ app placement, a 20-second STREAM+ pre-roll teaser, and social distribution through Clique, giving advertisers a clear example of integrated branded content execution. Rolled out from 6 April 2026 and targeting women aged 25–54, the campaign shows how co-constructing the story, media setting and brand role from the outset can strengthen authenticity, cultural relevance and audience fit.
M6 UNLIMITED TESTS AI SPOT CREATION FOR SMALLER TV AND STREAMING ADVERTISERS
22. 5. 2026M6 Unlimited is testing a simpler route into TV and streaming for SMEs and new advertisers by combining lower entry budgets, a future ad manager, and support across strategy, creative production, and measurement. In a proof of concept with Waymark, it used INGA’s existing brand assets to create an AI-generated TV-ready spot, positioning ad sales teams earlier in the creative process for advertisers that do not arrive with finished video. Before any media plan was built, Toluna Insights pre-tested the ad and placed it in the top 20% for attention, brand recall, message recall, brand association, brand fit, and brand action, while also identifying weaker emotional resonance as a clear optimisation point. The case shows how AI-assisted production and testing can lower creative barriers for smaller advertisers while giving sales houses evidence to refine campaigns before wider rollout.
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (2/2)
22. 5. 2026ThinkTV New Zealand built its campaign around the contradiction that linear TV was being called obsolete while still delivering scale, attention, and brand outcomes, using evidence-led messaging aimed primarily at CMOs and CFOs rather than broadcasters speaking for themselves. The centerpiece was an 80-page standalone edition of NZ Marketing magazine, with 4,000 copies distributed to marketers, agencies, and key decision-makers, supported by eight weeks of out-of-home, four months of TV, and a dedicated website. The campaign’s core visual distilled the issue into a single question: TV reach is stable, so why is investment falling? LinkedIn then amplified the debate, with marketers publicly challenging agency recommendations and growing reliance on YouTube.
A BIG-SCREEN STUDY FINDS STRONGER ATTENTION ON TV4 PLAY THAN ON YOUTUBE
24. 4. 2026TV4 just launched its third attention study, comparing the viewing experience on its streaming service (TV4 Play) with YouTube’s big screen experience at home. It confirms once again the assumption that the streaming environment provided by a qualitative TV network (BVOD) delivers a much bigger attention than UGC platforms, such as YouTube. An at-home test… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
THE TV ADVERTISING PARADOX, A THINKTV NEW ZEALAND CASE STUDY (1/2)
24. 4. 2026In late 2024, ThinkTV New Zealand, under the leadership of Jacqueline Freeman, GM Communications, undertook a full market review to understand how television was being perceived, valued, and used across the New Zealand marketing ecosystem. This was a broad diagnostic rather than a simple pulse check. It drew on perspectives from CMOs, CFOs, insights people,… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
AD EMISSIONS MEASUREMENT: LESSONS FROM THE FINNISH MARKET
31. 3. 2026Finland’s commercial TV broadcasters spent the past year developing a carbon emissions measurement framework for linear TV advertising, starting with no local methodology and ending with a validated model owned by an industry body. For markets facing the same challenge, the experience offers a useful reference point. Start narrow, then scale The project focused exclusively… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
A NEW WAY FOR FRANCETV PUBLICITÉ TO SELL CONTEXTUAL VIDEO ADVERTISING
27. 3. 2026FranceTV Publicité (FTP), the advertising sales house for French public television, has introduced Context.IA into its digital video offer. The solution uses programme context to decide when an ad should appear, instead of relying only on fixed scheduling. That makes Context.IA a new commercial tool inside FranceTV Publicité’s own video inventory. Context.IA links programme cues… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
BUILDING A SHOPPABLE, ATTENTION-READY CTV OFFER: THE BIG BROTHER CONTEXTUAL CASE
26. 3. 2026In 2025, Paramount Australia, in partnership with FreeWheel and egta, hosted a webinar outlining a forward-looking view of the evolving advertising market. One key topic explored the industry’s shift to pull-based discovery, experience-driven engagement, and frictionless content-commerce integration. Paramount Australia’s Contextual Advertising Suite directly responds to these trends, reinforcing the company’s leadership in premium CTV… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
GLOBO CREATES HOME SCREEN PROMINENCE FOR FREE-TO-AIR TV ON SMART TVS
26. 2. 2026Globo, Brazil’s largest commercial TV group, is rolling out DTV+, a next-generation free-to-air TV standard designed for connected TVs. It brings broadcast channels into the TV operating system, with app-like navigation, login and interactive layers placed directly on top of live programming. The move fits Brazil’s viewing reality. Linear TV accounts for 57.9% of total… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
THE VISUAL TRANSFER EFFECT: HOW SOUND BUILDS BRANDS
24. 2. 2026In collaboration with neuro-marketing agency Unravel, Talpa Media has produced the scientific proof that audio does not just complement TV. It actively reactivates it, reconstructing visual brand memories in the consumer’s mind through sound. The findings carry significant implications for how audio is planned, sold, and valued within the wider media mix. Context Talpa Media… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
RMB TURNS QR CODE VOTING INTO A SHARED VIEWING MOMENT THAT STRENGTHS BRAND IMAGE FOR SPRITE AND DELI CHOC
24. 2. 2026Campaign objectives The chocolate snack Deli Choc and soft drink Sprite brands worked with RMB to reach younger audiences by becoming part of Belgian hip-hop show “PLAYGROUND”, supporting new rap talent through a live QR vote and cross-platform content. This helps the brands appear as enablers of the format rather than separate ads. For RMB… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
CANADIAN SUPERSTAR ANDREW PHUNG HELPS VIA RAIL CHALLENGE CAR CONVENIENCE ASSUMPTIONS WITH LONG-FORM STORYTELLING ACROSS CBC’S TV ECOSYSTEM
24. 2. 2026Campaign objectives VIA Rail, the company operating Canada’s national passenger rail service, combined a new product launch with brand building, using long-form content to tackle misconceptions that tend to block conversion in travel: comfort, ease, and whether rail feels like a realistic alternative to driving for intercity trips. The objectives behind this campaign were to… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS