Advertising Expenditure

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

Advertising Expenditure Data – or ‘ad spend’ data, is used for a variety of reasons by media owners, agencies and advertisers. It can be used by brands and media agencies to see how much, how frequently and on which platforms their competitors are advertising, to inform their own marketing strategies. Similarly, media owners can gauge their own performance against competitors, or draw up a list of prospective new advertisers. Because the data is monitored by a third party it provides transparency for brands and media owners, giving independent proof that a campaign has been delivered.

How is the Data Used?

Advertising expenditure data helps marketers evaluate a number of important features of the communications landscape, including:
Industry Trends:
Media Performance:
Brand Performance:

Advertiser Industries

Advertiser IndustryAd Spend in 2014 (€ million)Proportion of Total Ad Spend
Travel & Tourism14619%
Financial Services12716%
Fashion & Accessories8811%
Culture & Leisure587%
IT Technology & Services304%
Other Sectors10113%

Source: Kantar Media, spend calculated at gross (ratecard) rates

Advertisers 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

The top spending advertisers come from a range of advertiser categories. This reflects the diversity of the international TV audience and the medium’s ability to engage with an affluent and influential audience. Samsung was the largest spender in 2014, spending €46m on the medium.
AdvertiserIndustryAd Spend in 2014 (€ million)
SamsungConsumer Technology46
RolexLuxury Watches34
FxProFinancial Services26
BKPM (Indonesia Investment Coordinating Board)Foreign Investment26
MicrosoftIT Technology & Services24
Turkish AirlinesTravel & Tourism20
LonginesLuxury Watches16
Westin HotelsTravel & Tourism16
Shell PetroleumEnergy14
Source: Kantar Media, spend calculated at gross (ratecard) rates

How is Advertising Monitored?

In the same way that audience measurement provides an understanding of consumer media habits, advertising expenditure data indicates which brands are advertising on international media, and the platforms and channels they have chosen to use. It shows when and where a brand advertised, which media it used and, using media owner ratecards, can estimate how much any ad(s) cost to run.
The value of international TV and print spend (print and TV) is measured in Europe by Kantar Media. Currently, 11 pan-regional channels and 7 print titles are monitored:
The TV broadcast for each channel is received by satellite and is continuously recorded. Specially-developed technology is used to automatically detect when advertising starts and any new ads are recorded and classified by the data provider, as follows:
There can be nuances to the data for international TV, for example:
Online advertising is monitored separately and there are multiple data providers which offer a competitive view of the online advertising space.