The Global TV Deck features figures from over 26 countries. It is designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. Major players in the TV industry are now continuing to exchange data and technical expertise to create this valuable databank for advertisers and remind them of the continuing importance of TV with recent global figures. More information is available at http://www.theglobaltvgroup.com/tgtv-deck/

1. The Global TV Deck
- Summary -
The global proof of TV’s power and popularity

2. The global proof of TV’s power and popularity
Reach
Unbeatable scale and reach
Resilience
TV viewing is steady throughout a decade of innovation and different stages of life
Popularity
TV has by far the biggest share of attention
Impact
TV is the most trusted and impactful form of advertising
Effectiveness
Advertisers invest in TV advertising because it pays back
Complementarity
TV makes all other media more effective

3. Reach
Unbeatable scale and reach

4. “TV is still really powerful for us. It is still the most
mass reaching audience and it still works for us”
Marisa Thalberg, CMO of Taco Bell
April 2017
Source: https://www.beet.tv/2017/04/marisa-thalberg.html

5. TV’s reach and scale across the globe are
unbeatable
Base: 26 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
GLOBAL
On average across
26 markets
(Australia, Austria, Belgium – national, Brazil, Canada,
Colombia, Czech Republic, Ecuador, Finland, France,
Germany, Ireland, Italy, Mexico, Netherlands, Peru,
Poland, Russia, Slovenia, South Korea, Spain, Sweden,
Switzerland, Ukraine, UK, US)
Day Week Month
67.6% 87.9% 95.7%

6. TV’s reach and scale across Europe are
unbeatable
Base: 16 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
EUROPE
On average across
16 markets
(Austria, Belgium – national, Czech Republic, Finland,
France, Germany, Ireland, Italy, Netherlands, Poland,
Russia, Slovenia, Spain, Sweden, UK, US)
Day Week Month
68.4% 87.7% 95.4%

7. 64,7%
72,8%
66,5%
80,6%
75,2%
65,7%
75,3%
70,6%
72,2%
70,3%
61,8%
69,0%
58,7%
65,9%
84,6%
93,0%
91,2%
93,7%
92,2%
87,2%
91,3%
88,5%
84,5%
90,9%
81,8%
91,0%
82,7%
90,0%
85,4%
93,8%
98,9%
98,1%
98,4%
97,6%
95,6%
97,7%
99,0%
90,9%
95,3%
90,6%
99,0%
93,6%
97,0%
92,2%
Daily Weekly Monthly
An incomparable reach all over the world
GLOBALSource: The Global TV Deck 2018 – see the full version of the Global TV Deck details about each market : http://bit.ly/GTVD2018.

8. TV campaigns get billions of views across the globe
On average, a 400 GRP TV campaign gets
GLOBALBase: 25 countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
Billion views
4.5
An average across
25 markets
(Australia, Austria, Belgium – national, Brazil,
Canada, Chile, Colombia, Czech Republic,
Ecuador, Finland, France, Ireland, Italy,
Mexico, Netherlands, Peru, Poland, Russia,
Slovenia, Spain, Sweden, Switzerland,
Ukraine, UK, US)

9. TV campaigns get billions of views in Europe
On average, a 400 GRP TV campaign gets
EUROPEBase: 16 countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
Billion views
2.2
An average across
16 markets
(Austria, Belgium – national, Czech Republic,
Finland, France, Ireland, Italy, Netherlands,
Poland, Russia, Slovenia, Spain, Sweden,
Switzerland, Ukraine, UK)

10. 231
809
1,300
143
223
38,5
148
77
238
52
138
53
144
An average TV campaign gets millions of views
Average number of contacts (in million) per country, based on a 400 GRP campaign
Sources for figures: The Global TV Deck 2018
280
70

11. Resilience
TV viewing is steady throughout a decade of innovation and different stages of life

12. “We're back on TV since April 2018 which I'm
proud of because we should be, and it has
been a productive channel for us in the past,
and the broad reach nature of our product
enables TV to work for us.”
Jonathan Beamer, CMO of Monster
September 2018
Source: https://adage.com/article/cmo-strategy-columns/tv-advertising-works/314810/

13. In a decade of innovation, TV is thriving across the globe
On average, people watch 8% more TV than 8 years ago
GLOBALBase: 21 Countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
2009
03:56 hours
2017
04:15 hours
Evolution
2009/2017
+8%
On average across
21 markets
(Australia, Austria, Brazil, Canada, Chile, Colombia,
Ecuador, Finland, Germany, Ireland, Italy,
Netherlands, Peru, Poland, Russia, Slovenia, Spain,
Sweden, Switzerland, Ukraine, UK)

14. In a decade of innovation, TV is thriving in Europe
On average, people watch 4% more TV than 8 years ago
EUROPEBase: 14 Countries, all respondents. Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for details about each market: http://bit.ly/GTVD2018.
2009
03:47 hours
2017
03:57 hours
Evolution
2009/2017
+4%
On average across
14 markets
(Austria, Finland, Germany, Ireland, Italy,
Netherlands, Poland, Russia, Slovenia, Spain,
Sweden, Switzerland, Ukraine, UK)

15. Popularity
TV has by far the biggest share of attention

16. “TV remains very important for us. It’s still a very,
very important way for us to drive mass reach, and
the right reach as well. “
Andrew Clarke, CMO of Mars
February 2017
Source: http://www.campaignlive.com/article/exclusive-q-a-mars-cmo-andrew-clarke-transparency-faith-super-bowl-fighting-agencies/1422939#dkUSjhX7xwxTDtp4.99

17. TV is (a)live and well across the globe
Base: 19 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018.
GLOBAL
Share of live TV viewing vs. TSV/VOD (excl. online)
91.9%
TSV, VOD
(other use of TV screen)
8.1%
Live TV
Across
19 markets
(Australia, Austria, Belgium, Canada,
Czech Republic, Finland, France,
Germany, Ireland, Italy, Netherlands,
Poland, Russia, Slovenia, South
Korea, Sweden, Switzerland, UK, US)

18. TV is (a)live and well in Europe
Base: 15 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018.
EUROPE
Share of live TV viewing vs. TSV/VOD (excl. online)
93.3%
TSV, VOD
(other use of TV screen)
6.7%
Live TV
Across
15 markets
(Austria, Belgium, Czech Republic,
Finland, France, Germany, Ireland,
Italy, Netherlands, Poland, Russia,
Slovenia, Sweden, Switzerland, UK)

19. EUROPEBase: 10 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018.
84,7%
14,1%
1,3%
Total TV (Live TV & other types
of TV viewing (TSV,
Broadcasters' VOD, Catch-up)
Internet (incl. YouTube and
Facebook)
Other
All individualsTV accounts for the majority of
video consumption in Europe
85% of video consumption
is on TV
On average across
10 markets
(Austria, France, Germany, Ireland, Italy, Netherlands, Poland, Sweden,
Switzerland, UK)

20. EUROPEBase: 8 countries, young targets such as: 15-24, 16-24, 14-29, 15-29, 14-34, 16-34;
Source: The Global TV Deck 2018 – see the full version of the Global TV Deck and details for each market: http://bit.ly/GTVD2018.
67,1%
30,6%
2,2%
Total TV (Live TV & other types
of TV viewing (TSV,
Broadcasters' VOD, Catch-up)
Internet (incl. YouTube and
Facebook)
Other
Young peopleTV accounts for the majority of
video consumption in Europe
TV is 2/3 video consumption among
young people
On average across
8 markets
(Austria, France, Germany, Ireland, Italy, Netherlands, Switzerland, UK)

21. Impact
TV is the most trusted and impactful form of advertising

22. “A lot of our campaign recall comes from TV and
not from Digital. When ads on Facebook just flow
by, with TV ads we’re really able to tell our story.“
Per Carleo, Marketing Director Sweden of Volvo
June 2017
Source: http://www.egta.com/index.php?page=event-individual&idEvent=92

23. People trust news on TV the most across the globe
Base: 15 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018.
GLOBAL
66%
46%
First choice Second choice*
TV is No1 medium of choice surpassing other media on average by 44%
1,44
Ratio TV
* Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.)
On average across
15 markets
(Chile, Czech Republic, Ecuador, France, Germany, Ireland, Mexico,
Netherlands, Peru, South Korea, Spain, Sweden, Switzerland, Ukraine, US)
TV Other
media

24. People trust news on TV the most in Europe
Base: 9 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market : http://bit.ly/GTVD2018.
EUROPE
57%
40%
First choice Second choice*
TV is No1 medium of choice surpassing other media on average by 41%
1,41
Ratio TV
* Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.)
On average across
9 markets
(Czech Republic, France, Germany, Ireland, Netherlands, Spain, Sweden,
Switzerland, Ukraine)
TV Other
media

25. TV is the safest choice for advertising across the globe
Base: 16 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018.
GLOBAL
54%
30%
First choice Second choice*
1,79
Ratio TV
* Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.)
TV
Other
media
TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales)
TV is No1 advertising medium surpassing other media on average by 79%
On average across
16 markets
(Australia, Austria, Canada, France, Italy, Mexico, Netherlands, Peru, Poland,
Russia, South Korea, Spain, Switzerland, Ukraine, UK, US)

26. TV is the safest choice for advertising in Europe
Base: 10 countries, all respondents; Source: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018.
EUROPE
52%
22%
First choice Second choice*
2,35
Ratio TV
* Other media – the list varies depending on the country (radio, press, magazines, online, cinema, etc.)
TV
Other
media
TV systematically outperforms other media across 4 criteria (most trusted for advertising, gets more attention, best for brand recall, drives sales)
TV is No1 advertising medium surpassing other media on average by 135%
On average across
10 markets
(Austria, France, Italy, Netherlands, Poland, Russia, Spain,
Switzerland, Ukraine, UK)

27. Effectiveness
Advertisers invest in TV advertising because it pays back

28. “According to the ad industry, TV has been
‘dead’ for 10 years. But we haven’t found that
to be true. TV remains the top mass-media
channel for us and it has a great impact
across sectors. Today, we attribute TV across
continents and optimize campaigns at a much
more granular level.”
Aleksej Koscejev, Global Head of Offline and Performance Marketing, Delivery Hero
September 2018
Source: https://tvsquared.com/wp-content/uploads/2018/09/Delivery-Hero-Case-Study_2018.pdf

29. Online advertisers invest heavily on TV
GLOBALSource: The Global TV Deck 2018 – see the full version of the Global TV Deck for data on each market: http://bit.ly/GTVD2018.
Million EUR in 2017
On average across
12 markets
€ 172 M2€ 95 M1 € 228 M3 € 70 M4 € 541 M6€ 2 655 M5
€ 122 M7 € 298 M8 € 232 M9 € 127 M10 € 112 M11 € 764 M12
1. TV adspend for top 20 online advertisers.
2. TV adspend for top 20 e-commerce players.
3. Total TV adspend for online services advertisers.
4. Total TV adspend for online players.
5. Total TV adspend for online services + e-commerce advertisers.
.
6. TV adspend for top 20 pure players.
7. TV adspend for top 20 pure players.
8. Total TV adspend for e-commerce players.
9. Total TV adspend for online brands.
10. Total TV adspend for online players.
11. TV adspend for top 25 pure players.
12. Total TV adspend for online businesses.

30. Within six years, the five major established digital brands have collectively increased their annual TV spend by more than US$1 billion
In the USA, the “FAANG” brands have nearly
tripled their TV ad spend in 6 years (+183%)
US
$512
$16.132
$112.470
$439.125
$274.885
$616.840
$86.748
$53.170
$76.430
$431.529
2011 2017
Facebook
Amazon
Apple
Netflix
Google
Source: Nielsen Ad Intel. TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, spot TV, syndication TV.
Reflects all monitored TV spend by parent company; Google includes YouTube. Provided by the VAB.
(Thousand $)

31. Complementarity
TV makes all other media more effective

32. "I think there is a pressure on CMOs to invest in
digital because ultimately it is very trackable so it
inspires CFO’s confidence.(…) but ultimately we are
trying to grow and get more customers to consider
flying with us and TV is key to that.”
Clare Cronin, CMO, Virgin Atlantic
September 2018
Source: https://www.marketingweek.com/2018/09/13/virgin-atlantic-viring-holidays-launch-first-joint-campaign/

33. Multiplatform TV’s halo impacts Digital ROI
Multiplatform TV’s halo drives a portion of short-term ROI usually attributed to Digital advertising, which also undervalues ROI
attributed to Multiplatform
Note: Digital includes Paid Search, Display, and Short-Form Video advertising
USSource: Accenture Cross Channel Advertising Attribution 2016 (USA)
Standalone Digital ROI
Without Multiplatform TV’s halo, Digital’s
average ROI would decline
Multiplatform TV’s Adjusted ROI
Due to Multiplatform TV’s halo, Multiplatform
TV’s average ROI is understated
Multiplatform TV’s
Halo On Digital Advertising
Impact of Multiplatform TV
advertising on Digital
within integrated
advertising campaigns
-18%
+10%

34. 5x more people are watching ad-supported TV content than are on Facebook and 3x more Millennials are watching ad-supported
TV content than are on YouTube
Multi-Screen TV Reaches More Millennials
Than YouTube, Facebook, Snapchat and
Instagram Combined
US
Source: comScore MediaMetrix Key Measures (multiplatform), February 2018; A18-34 Nielsen R&F Time Period Report, Live + SD, Total Day. February 1-28, 2018; A18-34. “Average Audience” is based on the
average minute, which is factored across the full month for websites and TV. TV Brands include linear TV and TV-related websites. Digital website measurement includes all visitor activity, not just video consumption.
4.834,5
1.943,4
1.096,1 991,0 791,9 698,9 693,4 651,1
415,5
108,5 107,0 81,3 62,9 61,7 34,7 32,1 20,7 20,5 16,7 13,5 3,1
TV Brands YouTube Spotify Facebook Pandora Snapchat Google Instagram Messenger Twitter Twitch Amazon Yahoo Reddit WhatsApp VEVO LinkedIn Buzzfeed AOL eBay Pinterest

35. Ready for
what’s nextTV keeps reinventing itself
It is future-proof

36. … that constantly re-invents itself by
embracing new technological developments
to provide viewers and advertisers with the
highest quality products and services:
▪ Connected TV / Addressable TV
▪ VOD / MCN / MPN exposure
▪ Targeting & Data
▪ Drive to shoppers & customers
▪ Content / Influencer marketing
▪ Creative /immersion experience (AR / VR)
▪ Ad tech (Total Video Market Place)
TV is the medium
of the future
… And many more

37. TV has it all
Download the full 275 -slide deck at http://bit.ly/GTVD2018

38. Background: The Global TV Deck initiative
In 2013, The Global TV Group was created with major players in the TV industry joining forces to consistently back up TV’s positive
narrative with solid global data as well as promote the power of TV as a digitally transformed medium.
In the madness of the digital storm, and when TV advertising’s power is taken for granted more than ever, The Global TV Group
launched the Global TV deck initiative to:
▪ Remind advertisers, journalists, tech gurus, agencies and industry peers about the power and popularity of TV
▪ Gather solid facts and figures worldwide to have an accessible source of reliable information
▪ Prove that TV and online are more powerful together