The Global TV Deck- Summary -

The global proof of TV’s power and popularity

The global proof of TV’s power and popularity

ReachUnbeatable scale and reach

ResilienceTV viewing is steady throughout a decade of innovation and different stages of life

PopularityTV has by far the biggest share of attention

ImpactTV is the most trusted and impactful form of advertising

EffectivenessAdvertisers invest in TV advertising because it pays back

ComplementarityTV makes all other media more effective

ReachUnbeatable scale and reach

“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

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%

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% 97.7% 95.4%

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.

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

4.5An 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)

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

2.2An average across

16 markets(Austria, Belgium – national, Czech Republic, Finland, France, Ireland, Italy, Netherlands, Poland, Russia, Slovenia, Spain, Sweden,

Switzerland, Ukraine, UK)

231

809

1,300

143

223

38,5

148

77

238

52

138

53

144

An average TV campaign gets millions of viewsAverage number of contacts (in million) per country, based on a 400 GRP campaign

Sources for figures: The Global TV Deck 2018

280

70

ResilienceTV viewing is steady throughout a decade of innovation and different stages of life

“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/

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)

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)

PopularityTV has by far the biggest share of attention

“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

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)

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)

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)

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 typesof TV viewing (TSV,Broadcasters' VOD, Catch-up)

Internet (incl. YouTube andFacebook)

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)

ImpactTV is the most trusted and impactful form of advertising

“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

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

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

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.)

TVOther 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)

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)

EffectivenessAdvertisers invest in TV advertising because it pays back

“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

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.

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 $)

ComplementarityTV makes all other media more effective

"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/

Multiplatform TV’s halo impacts Digital ROIMultiplatform TV’s halo drives a portion of short-term ROI usually attributed to Digital advertising, which also undervalues ROIattributed 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’sHalo On Digital Advertising

Impact of Multiplatform TV advertising on Digital

within integrated advertising campaigns

-18%

+10%

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

USSource: 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

1 096,1 991,0791,9 698,9 693,4 651,1

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

Ready for

what’s nextTV keeps reinventing itself

It is future-proof

… 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

TV has it all

Down load the fu l l 275 -s l i de deck a t h t tp : / / b i t . l y /GTVD2018

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