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
HOW TO USE UNSOLD INVENTORY TO PROVE TV’S EFFECTIVENESS
28. 11. 2025Transfer Media, Belgium’s sales house for premium thematic and kids channels, worked with DSTRSD media to turn unsold linear TV minutes into measurable single product commerce tests. The goal was to show how unused airtime can support a low effort conversion pilot that brings incremental revenue and gives sales teams concrete evidence on audience response,… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
HOW A LIGHTER AD LOAD ON CANAL+ BRAND SOLUTIONS’ STREAMING PLATFORMS BOOSTS EFFECTIVENESS IN ALL FUNNEL STAGES
28. 11. 2025Canal+ Brand Solutions – the sales house for Canal+ in France – released the results of a study on the advertising experience offered on Stream+, their aggregated digital video offer, which limits ads to an average of three minutes per hour and two pre-roll ads at the start of each program. The results show that… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
DPG’S AD MANAGER+ LAUNCHES FOR SEAMLESS DISPLAY WITH AI-BASED AUDIENCE
24. 10. 2025DPG Media is extending its in-house platform with Ad Manager+. The update adds AI optimization audience expansion, creative tools, and workflow support in the same self-serve environment that supports Full CTV and retail-data activation. For sales houses: retail and commerce data become addressable on big-screen inventory within a sales-house stack, with performance tools, reporting, and… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
INSIDE FRANCETV PUBLICITÉ’S ADSPACE•IA’S PLANNING LAYER
14. 10. 2025FranceTV Publicité is transitioning its media buying operations into an AI-assisted mode. ADspace•ia now produces real-time, inventory-aware recommendations for TV-cross-video campaigns. It executes these plans as a managed service on france.tv’s premium offer. For sales houses, this marks a tangible step in AI commercialisation: algorithmic Total Video mixes enriched with attention and carbon reporting. AI… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
UNBOXING THE FUTURE: TURNING SWEEPSTAKES INTO AN IMMERSIVE AR EXPERIENCE
11. 9. 2025In summer 2025, RTL AdAlliance in Austria reimagined the traditional sweepstakes by transforming it into an interactive Augmented Reality experience. Instead of waiting for a prize in a physical package sent to be to the winners, participants could place a virtual gift box in their own living room via smartphone and unbox it themselves. What… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
SPOTDELI: A UNIFIED PLATFORM FOR COMMERCIAL DELIVERY IN DUTCH TELEVISION
17. 7. 2025In a major step toward modernization and efficiency, Screenforce has collaborated with TV broadcasters in the Netherlands and have launched SpotDeli, a centralized platform for submitting TV commercials. Developed by Screenforce and MediaLab, SpotDeli has become the exclusive gateway for delivering commercials to major Dutch sales houses, including Ster, Talpa Network, and Ad Alliance. This… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
MADE IN AUSTRIA – MADE FOR AUSTRIA
16. 7. 2025A Unified Media Front for Austria’s Advertising Ecosystem In a historic first, Austria’s entire media industry, public and private broadcasters, alongside print and digital publishers, have launched a joint campaign to assert the value of local media to the nation’s economic and democratic health. The Austrian Broadcasting Corporation (ORF), the Association of Austrian Private Broadcasters… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
ITV EMBRACES YOUTUBE AS A STRATEGIC DISTRIBUTION AND COMMERCIAL CHANNEL
24. 6. 2025In a decisive shift away from legacy broadcast-only models, ITV fully integrated YouTube into its content and commercial strategy throughout late 2024 and early 2025. Rather than using YouTube purely as a promotional channel, ITV transitioned to treating the platform as a core pillar of its distribution architecture, publishing full-length episodes, launching thematic channels, and… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025SPA Reine’s Eco-Pack campaign with Ads & Data sets a new benchmark in media innovation by combining linear TV with Addressable TV (Smart AD) to deliver incremental reach and optimize frequency. In a still water category under growing pressure from tap water and price-driven private labels, SPA Reine worked with Ads&Data to reaffirm its leadership… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025Frequency Optimization in Connected TV Advertising Atresmedia Publicidad has introduced the Frequency Optimizer, a new technology solution aimed at improving the effectiveness and efficiency of advertising in connected television (CTV). The system utilizes HbbTV (Hybrid Broadcast Broadband TV) technology and a sophisticated ad-serving platform to manage and control ad frequency in real time, an advancement… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
AD MANAGER BY RTL ADALLIANCE – A UNIQUE GATEWAY TO EUROPE’S PREMIUM DIGITAL VIDEO INVENTORY
17. 4. 2025A unique gateway to Europe’s premium digital video inventory RTL AdAlliance has introduced AdManager, a self-service advertising platform that enables advertisers to directly purchase premium digital video inventory across multiple European markets. The platform consolidates access to Connected TV (CTV), Broadcaster Video-On-Demand (BVOD), and online video inventory within a single, user-friendly interface. It’s a first-of-its-kind… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS
A VEVO & CHANNEL 4 STUDY – UNLOCKING THE POWER OF PREMIUM
17. 4. 2025Amid ongoing industry discussions around the definition of premium content and the role of global streaming platforms within the broader “TV” ecosystem, Vevo, the world’s leading music video network, which distributes the largest network of premium music channels on YouTube, has released a new study. The research conducted by Amplified Intelligence offers valuable insights into… Continue reading EGTABITE 363: TOOLS AT YOUR DISPOSAL TO PROVE AND PROMOTE TV’S STRENGTHS