Advertising is the major source of revenue for international media. A total of €698 million was spent on advertising on international TV in Europe in 2016.
Most international media outlets – international TV, online and print properties – are monitored, allowing advertisers to build a picture of the advertising landscape.
When aggregated, this information can provide an understanding of whether the market is growing or shrinking, which industries or advertisers are driving this, and how well brands and media owners are performing compared to their competitors.
Advertising Expenditure Data
How is the Data Used?
- How is the advertising industry faring on a global, regional or national level?
- How is the balance of spend shifting between media platforms?
- How are different media platforms being used in combination?
- Do any industries or brands favour a particular medium over others?
- Which media owners have seen the most growth/decline in advertising activity?
- Which media owners have seen gains/declines in market share?
- Which media owners are benefitting from changes in spending behaviour?
- How have churn rates (i.e. the growth or decline in the number of advertisers and how long they spent advertising) changed compared to competitors?
- Which brands have entered or left the market?
- Which brands have increased or decreased advertising expenditure compared to their competitors?
- How has their communications strategy changed over time – i.e., have budgets been shifted from one medium to another?
- How are the different elements of the communications strategy spread throughout the campaign and how does this relate to marketing objectives?
International TV Advertising Trends
|Advertiser Industry||Ad Spend in 2014 (€ million)||Proportion of Total Ad Spend|
|Travel & Tourism||146||19%|
|Fashion & Accessories||88||11%|
|Culture & Leisure||58||7%|
|IT Technology & Services||30||4%|
Source: Kantar Media, spend calculated at gross (ratecard) ratesAdvertisers on international media come from a range of categories. Viewers of international TV tend to be high income earners and regular international travellers. It is no surprise then to see that travel and tourism advertisers spent the most on international TV in 2016. They are followed by financial institutions, the service sector, culture & leisure and fashion brands. Advertisers in these sectors use international TV to reach an audience with a high disposable income who seek to invest it or spend it on items such as luxury watches.
Top Advertisers on International TV
|Advertiser||Industry||Ad Spend in 2014 (€ million)|
|BKPM (Indonesia Investment Coordinating Board)||Foreign Investment||26|
|Microsoft||IT Technology & Services||24|
|Turkish Airlines||Travel & Tourism||20|
|Westin Hotels||Travel & Tourism||16|
How is Advertising Monitored?
International TV International Print BBC World News Bloomberg Business Week Bloomberg Fortune International CNBC National Geographic CNN International Newsweek Euronews Scientific American Eurosport The Economist France24 Time MTV National Geographic Channel Sky News TV5Monde
- Advertiser: advertiser, brand and holding company
- Product: the product being advertised and the category, e.g. automotive, electronics, etc.
- Ad position: which TV channel it was broadcast on, the time, date, duration and the position of the spot relative to others in the commercial break.
- Creative execution: the ad is recorded in full for reference.
- Sponsorship: content sponsorship is recorded separately from traditional advertising; this does not include brands appearing during normal programming
- Value of advertising: a valuation in € is applied to each ad; in most cases this is based on the gross rates provided by the TV broadcasters
- Some international TV channels use different distribution methods to deliver separate advertising or content to specific countries or territories. In these instances, such localised advertising will not be measured.
- TV ad revenues are estimated on the basis of each channel's published rate card, rather than the actual negotiated rates, and includes bartered rates as actual rates.
- There are tools that track which brands are advertising online, on which sites the campaigns are running, the duration and frequency of campaigns and archives of the creative content of individual campaigns.
- Estimates are made of how much advertisers are spending on online campaigns and the volume of ad impressions received.