Tag: linear television
ADS & DATA X SPA REINE ECO-PACK: UNLOCKING INCREMENTAL REACH THROUGH DATA-DRIVEN TV TARGETING
22. 5. 2025 SPA 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 by using data to reach more consumers, and to reach them in a smarter way. The campaign built on learnings from the award-winning Cristal case (read more here), and introduced a new layer of sophistication, frequency optimization for light TV viewers, now made possible for the first time in Belgium. The result: a powerful demonstration of how data-driven targeting can amplify both media efficiency and brand impact.
ATRESMEDIA PUBLICIDAD’S FREQUENCY OPTIMISER
21. 5. 2025 Frequency 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 not previously achievable in linear television. This development responds to current challenges in the advertising market, particularly overexposure and the non-optimal distribution of contacts. Offering a new model for frequency management, enhances both campaign performance and viewer experience.
STUDY EU: BROADCASTER CONTENT REMAINS TOP CHOICE IN EUROPE AND US
1. 4. 2025 A new report has found 59% of connected TV users begin their journey with broadcaster-produced content when they switch on TV.
NIELSEN: MEDIA MIX’S DIGITAL VS. TRADITIONAL ALLOCATION A MATTER OF BUDGET SIZE.
31. 3. 2025 Nielsen Insights says that while there’s general agreement that the right media mix ultimately embraces solutions from the worlds of both digital and traditional media, the question remains one of balance.
SURVEY USA: CONSUMERS EXPRESS GROWING DISSATISFACTION WITH STREAMING SERVICES
25. 3. 2025 M&E companies are at a tipping point. where they risk losing the next generation of viewers, a new study from Deloitte concludes.
FIVE CHARTS TO END THE TV DEBATE
23. 3. 2025 To drive growth, we must strengthen the brand, says Peter Field.
THE STREAMCASTING CHALLENGE AND THE BATTLE FOR AD-TENTION
21. 3. 2025 The Italian media Sales Houses Association (FCP), in collaboration with Politecnico Milano and Nielsen, has conducted an in-depth industry study titled ‘’The Streamcasting Challenge and the Battle for Ad-Tension’’. This research explores the evolving dynamics of total audience measurement across broadcasting and streaming platforms, with a particular focus on ad-tention, the quality and quantity of attention given to advertisements in different media contexts. The study aims to provide broadcasters and advertisers with strategic insights to maximize audience engagement and advertising effectiveness. Industry Context & Challenges In an era dominated by digital transformation and shifting media consumption habits, broadcasters and advertisers face increasing competition from streaming services and social media platforms. Measuring total audience engagement across linear TV, on-demand platforms, and social media has become increasingly complex, requiring new methodologies to accurately assess how audiences interact with content. Understanding the factors influencing audience attention and advertising recall is critical to developing effective marketing strategies, especially given the varying degrees of active and passive attention across different media formats.
STUDY UK: YOUTUBE VIEWERSHIP PERCEIVED AS ‘BIGGER THAN IT IS’ IN UK
11. 3. 2025 YouTube accounts for 7% of TV set viewing in the UK, according to Barb data presented at last week’s Thinkbox event, Trends in TV 2025.
5 THINGS TO KNOW ABOUT CTV ADVERTISING PLATFORMS
24. 2. 2025 Connected TV (CTV) has emerged as the fastest-growing ad channel tracked by EMARKETER. Its ad spend outpaced other digital ads, search, social media, and retail media in 2024.
STREAMING SERVICES BOOST THEIR INVESTMENT IN SPORTS RIGHTS
23. 2. 2025 Streaming services will account for 20% of what is spent on sports rights this year, according to new analysis, as the likes of Amazon and Netflix invest in live events to drive new subscribers and to entice advertisers with sponsorship deals and brand opportunities. Why sports rights matter As the streaming market reaches saturation point, adding live sport has become a new path to acquiring and retaining subscribers – and there’s evidence that it works. According to reports, Netflix gained approximately 1.5m US sign-ups from the Tyson/Paul boxing match and roughly 700,000 subscribers from its deal to show NFL Christmas Day games.
U.S. STUDY: KEY VIEWING TRENDS: TRADITIONAL TV STILL HAS THE UPPER HAND
20. 2. 2025 Linear television is still one of the most powerful media. This is the conclusion of a study conducted by EMARKETER last year. Despite the increasing number of people switching to connected television (CTV) and social video, most people in the U.S. still watch linear TV. Meanwhile, linear TV viewers are also very likely to use mobile devices or laptops while watching, so ads on linear TV can inspire consumers to take immediate action.
WHAT SPORTS CAN TEACH US ABOUT CO-VIEWING ON TV
17. 2. 2025 Also known as the “Big Game” in the U.S., the Super Bowl is typically one of the most viewed TV moments. In fact, in 2024 Super Bowl LVIII, featuring the Kansas City Chiefs and the San Francisco 49ers, had the largest TV audience for a single-network telecast. It’s also a sports event that audiences will frequently watch together. But it’s not the only programming audiences gather for. Our research shows that Americans watch TV with other people (friends, family, even strangers at the bar) 47% of the time, on average, and alone the rest of the time.
THE KEY TASKS OF THE TELEVISION INDUSTRY AND BRANDS ARE TO PROMOTE DEMOCRACY AND RESPECT FOR VALUES
17. 2. 2025 Speakers at egta Online Talk entitled Advertising in the Age of Giants: Protect Your Brand, Support Democracy discussed how the TV industry can best contribute to a safe media landscape and uphold responsible advertising.
LINEAR TV STILL OUTPERFORMS STREAMING AND OTT IN EUROPE
16. 2. 2025 Despite the growth in digital video content viewership, linear TV is holding on as the main source for watching video content on the European continent.
MAJOR U.S. MVPDS AGREE ON DEFINITIONS FOR KEY MULTISCREEN TV ADVERTISING TERMS
14. 2. 2025 The agreement on terminology and how it is used will help simplify buying and selling of ads.
STUDY EU: TV DOMINATES VIDEO IN EUROPE
12. 2. 2025 TV still dominates video in Europe, but viewing time in key markets drops by 30 to 55mn over 5 years.
STUDIE USA: STREAMING, LINEAR TV SET NEW VIEWING RECORDS
7. 2. 2025 Streaming was up by 56% in the second half of 2024 but traditional TV also grew by 8%, highlighting the importance of live events.
MAJORITY OF CONSUMERS PREFER TO WATCH TV WITH ADS IF IT’S CHEAPER, NEW REPORT REVEALS
2. 2. 2025 Hub Research finds that two-thirds of viewers deem ads during live events more tolerable than ads during on-demand content.