1、Trends in TV 2025Anthony Jones,Head of Research ThinkboxViewing,video planning and spend trendsECONOMIC BACKGROUNDSPEND TRENDSVIEWING TRENDSIMPORTANT ADVERTISING CONTEXTSVIDEO PLANNINGAndroid,“Twitchers”Economic backgroundSky Broadband,“Sugababes”More than ever,we all need to show clientsAdvertising

2、 worksIt works profitablyHow this delivers across timeWhere overinvestment/wastage is occurringWhere underinvestment opportunities existBritish Airways,“Love Departed”Good newsProfit Ability 2 demonstrates a concrete business case for advertisingProfit Ability 2:The ultimate media effectiveness data

3、bank5Agencies*141Brands1.8bnMedia spend analysed(2021-2023)*14Sectors*10Media channels53Brands matched pre&post Covid*Ebiquity,EssenceMediacom,Gain Theory,Mindshare,Wavemaker UK*Based on end date of analysis period.Spend by year:21%2021,32%2022,47%2023.All analysis based on most recent 52 weeks avai

4、lable.*Total databank has 14 categories,only 7 have sufficient granularity to report individuallyProfit Ability 2:Key takeawaysAdvertising generates a profitable return in all sectorsAverage Full Profit ROI=4.11Payback varies greatly by sectorNo seismic shift in advertising effectiveness post-CovidG

5、radual change as media consumption has evolvedSustained advertising effects are substantial:theyre 58%of total contribution beyond 3-monthsTV delivers 55%of the total full-term profit volumeSpend TrendsHubSpot,“Spread Too Thin”Historically ad spend was highly correlated with GDPSource:ONS,AA/WARC0.0

6、%0.1%0.2%0.3%0.4%0.5%0.6%0.7%0.8%0.9%1.0%1.1%1.2%1.3%1.4%1.5%1.6%201020112012201320142015201620172018201920202021202220232024UK Ad spend as%of UK GDPHow the trend would have been expected to continueSource:ONS,AA/WARC0.0%0.1%0.2%0.3%0.4%0.5%0.6%0.7%0.8%0.9%1.0%1.1%1.2%1.3%1.4%1.5%1.6%201020112012201