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TV ad rev reaches record high of ?4.36 bn in 2011 in UK
MUMBAI:Total TV ad revenue in the UK increased by 2.2 per cent last year to reach a new record high of ?4.36 billion, according to full year revenue figures provided to Thinkbox by the UK commercial TV broadcasters.
TV advertising is expected to have outperformed the total UK advertising market in 2011, which is believed to have grown by approximately 1.5 per cent. This means that linear TV’s share of total advertising will have increased for the fourth consecutive year. The TV revenue figures represent revenue for linear TV spot advertising and sponsorship.
Thinkbox CEO Tess Alps said, “This is an encouraging performance by commercial TV, especially as it follows the market-leading 16% revenue growth seen in 2010 and was achieved during uncertain economic times. The strength of linear TV advertising investment reflects commercial TV’s record viewing and the further acknowledgement by advertisers of the evidence of its unrivalled ability to create business profit. And it’s worth noting that, in addition to these revenues, TV is also driving one of the fastest growing parts of online advertising through TVOD.”
New advertisers: There were 887 new or returning TV advertisers in 2011 (i.e. first use of TV or no TV advertising for at least 5 years). These included Google, Avios, Majestic Wine, and Unum. Together, new and returning advertisers accounted for 2.6% of total TV ad revenues, according to Nielsen Media Research data.
Top spending categories: Retail remained the top spending TV advertising category in 2011, according to Nielsen Media Research, increasing its investment by two per cent on 2010. This was followed by Entertainment and Leisure, which increased spend by one per cent and Finance, which increased spend by two per cent. There were significant increases in TV ad spend in Telecoms (up 28.8 per cent), Travel and Transport (up 27 per cent), and in comparison websites (up 21.5 per cent).
Record TV viewing: TV viewing figures in the UK for 2011 equaled the record high set in 2010. The average viewer watched 4 hours, 2 minutes of linear TV a day in 2011 (28 hours, 14 minutes a week), according to figures from the Broadcasters’ Audience Research Board (Barb).
Commercial TV channels (i.e. non-BBC channels) were responsible for maintaining the record viewing level, accounting for 64 per cent of all linear TV viewing, an increase of 1.3 per cent points on 2010.
Record ad viewing: The increase in commercial TV viewing also meant an increase in the number of TV ads viewed. Commercial impacts (the number of ads watched at normal speed) during 2011 were up 2.6 per cent on 2010, and have grown by 19.6 per cent over the last five years to a new record high. The average viewer watched 47 ads a day during 2011.
This strong performance underlines viewers’ preference for watching TV as it is broadcast and on a TV set whenever possible. The many new ways to watch TV via other screens such as laptops, tablets and smartphones are growing, and a welcome solution to out of home viewing, but they are not included in Barb‘s figures and are not impacting on linear viewing.
MAM
Omnicom Media appoints Bradley Rogers as CEO of OMD USA
Red Ventures president to lead OMD’s largest market as Chrissie Hanson exits
NEW YORK: Omnicom Media has named Bradley Rogers as chief executive officer of OMD Worldwide’s US business, handing him the reins of one of the world’s largest media agency operations. His appointment takes effect on March 23.
Rogers steps into the role with more than 25 years of experience across media, creative services and digital platforms. Over the years, he has held senior leadership roles at global organisations including McCann Worldgroup, Ogilvy, Mindshare and Red Ventures, working across global, regional and market level operations.
His career has also seen him build long standing partnerships with major brands such as IBM, Mastercard, Microsoft and Nestlé.
Announcing the move, Ralph Pardo, chief executive officer of Omnicom Media North America, said Rogers brings a rare mix of business acumen and cross discipline expertise shaped by leadership roles across media, creative services, commerce and consumer platforms.
Pardo noted that Rogers’ entrepreneurial mindset and ability to connect capabilities, teams and ideas makes him well suited to lead OMD as marketing grows more complex and outcome driven.
Rogers succeeds Chrissie Hanson, who is stepping down after four years as chief executive officer of OMD USA. Pardo credited Hanson with strengthening the agency’s market leadership and deepening the value delivered to clients during her tenure.
Before joining OMD, Rogers served as president at Red Ventures, a digital marketing and large scale customer acquisition company recognised by Inc. Magazine as one of the fastest growing private companies. Prior to that, he was global president and chief operating officer at MRM, part of McCann Worldgroup, where he oversaw global operations across 16 markets and managed relationships with several of the world’s largest brands.
In his new role, Rogers will lead the US arm of OMD, the largest market within the global media agency network.
Commenting on his appointment, Rogers said that as marketing organisations navigate rapid change, agencies must work closely with clients to understand both the pressures they face and the opportunities ahead. He added that his focus will be on delivering measurable outcomes while unlocking Omnicom Media’s strengths in scale, data, identity, commerce and talent to drive growth for the brands it serves.
