Advertising, 2020: TV versus OTT - The Future of Commercial TV Channels in the Age of OTT Migration - ResearchAndMarkets.com

DUBLIN--(BUSINESS WIRE)--The "Advertising: TV versus OTT - The future of commercial TV channels in the age of OTT migration" report has been added to ResearchAndMarkets.com's offering.

Commercial TV channels are facing a twin threat: the migration of both viewers and advertisers to the Internet. Television is still the medium that best withstands the advance of the Internet, but the fall in TV time, particularly amongst young adults, and the effectiveness of Internet advertising have raised fears of a reversal of the TV ad market that would threaten the survival of the commercial channels.

This study explores the strategies implemented by the main players in the main advanced markets in response to this risk. It identifies four categories of countries and analyses the differences between the developments expected in each category.

It gives estimates of the TV advertising market for 2024, allowing for the development of new activities by the channels in relation to OTT and targeted advertising.

The market analysis is performed according to major geographical region and for the key markets of those regions:

• North America (USA)
• Europe (Germany, Spain, France, Italy, United Kingdom, Sweden)
• Africa/Middle East
• Asia/Pacific
• Latin America

The segmentation of advertising relates to:

• Traditional TV (mass media)
• Addressable TV (targeting on the TV via operators' STB)
• Connected TV (targeting on the TV via open Internet)
• On-demand TV (targeting on other Internet-connected devices)

Key Topics Covered:

1. Executive summary

1.1. A tense commercial television sector

1.2. Commercial channels develop four strategic priorities to deal with changes in the market

1.3. Commercial TV has the resources to withstand the changes in the market

2. Global change in the audiovisual industry

2.1. Advertising market dynamics

2.2. An advertising market that reflects the changing consumption

2.3. ...and takes advantage of the benefits of the Internet

2.4. A necessary reaction by the commercial TV channels

3. The strategies of the commercial TV channels

3.1. France

3.1.1. Overall dynamic of the television market in France

3.1.2. TF1

3.1.3. M6

3.2. Spain

3.2.1. Overall dynamic of the television market

3.2.2. Atresmedia

3.3. Italy

3.3.1. Overall dynamic of the television market

3.3.2. Mediaset

3.4. Germany

3.4.1. Overall dynamic of the television market

3.4.2. ProSiebenSat.1

3.5. United Kingdom

3.5.1. Overall dynamic of the television market

3.5.2. ITV

3.6. United States

3.6.1. Overall dynamic of the television market

3.6.2. Disney

3.7. Sweden

3.7.1. Overall dynamic of the television market

3.7.2. MTG/NENT

3.8. Comparison of commercial TV channel strategies

3.8.1. Comparison of commercial groups' OTT approaches

3.8.2. Comparison of programmatic advertising developments for TV and online

3.8.3. Commercial channel strategies to deal with market changes

4. Outlook for commercial TV

4.1. Outlook for changes in commercial TV

4.2. Market forecasts

4.3. Commercial TV has the resources to withstand market changes

Companies Mentioned

• Atresmedia
• CBS
• Disney
• ITV
• M6
• Mediaset
• MTG/Nordic Entertainment Group
• NBC
• ProSiebenSat.1
• RTL
• TF1

For more information about this report visit https://www.researchandmarkets.com/r/6jijea