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Media (R)evolutions: Mobile devices are disrupting television advertising, putting a premium on live programming

Roxanne Bauer's picture

New developments and curiosities from a changing global media landscape: People, Spaces, Deliberation brings trends and events to your attention that illustrate that tomorrow's media environment will look very different from today's, and will have little resemblance to yesterday's.

It’s old hat at this point to say that mobile devices are disrupting traditional media….but let’s take another look anyway. According to the Global entertainment and media outlook 2016–2020 from PricewaterhouseCooper, the rising penetration of smartphones and tablets has rapidly led to second-screen viewing in many markets. In other words, consumers are now using multiple devices at once— perhaps watching television and playing games on a tablet during commercials. This behavior has hurt television advertising and put a premium on live programming.

The biggest audiences not using a second device– and therefore the biggest advertising spend – are attracted by entertainment shows with live interaction such as voting and live sporting events. Competition for advertising in these slots has been driven to new heights, as seen in the pricing of competitions like the National Football League in the United States, the English Premier League, and international events like the World Cup and the Olympics.

Multi-channel television revenue refers to advertising revenue generated from advertisiser spending on pay-TV networks (cable, digital terrestrial television (DTT), Internet protocol television (IPTV) or satellite) including revenue from free-to-air spin-off digital channels launched by the core terrestrial networks. It does not include revenue generated from advertisements on basic network channels or digital services.


This chart was first published by PwC.
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