RTL AdAlliance TV Key Facts reveals TV’s resilience and the role of AI in advertising strategies

Linear TV still reigns supreme: 53 per cent of Europeans visit linear first when turning on their TV
Daily viewing time in Europe remained high at 3 hours and 13 minutes in 2023, almost one hour more than the 2 hours 30 minutes in the United States
AI is revolutionising TV advertising across every stage of the value chain
Double-edged impact of human emotions: Sports and local content on television are more in demand than ever, but media planners underestimate the power of TV advertising based on their personal perception

Hamburg/Luxembourg, November 4th 2024

The latest TV Key Facts report published by RTL AdAlliance, the international sales house of RTL Group, highlights the powerful synergies between technology and human creativity in the evolving advertising landscape. Despite the growing influence of digital platforms, television maintains its strength, adapting to new technologies while preserving its unique ability to connect with audiences. In this AI-powered age of advertising, TV is proving its resilience, showing its value not only as a standalone medium but also as part of an integrated "total video" approach.

Television continues to captivate European audiences, with daily viewing times averaging 3 hours and 13 minutes, compared to 2 hours and 30 minutes in the United States in 2023. This steady consumption is complemented by the rise of Broadcaster Video on Demand (BVOD), which has seen a 10-percentage-point increase in usage among Europeans over the past three years. This trend is mirrored in ad spend, with annual ad growth projections of 2 per cent to 4 per cent (2024–2029) when accounting for digital extensions, according to GroupM. In addition, Connected TV (CTV) has experienced a remarkable 23.5-per-cent growth, further solidifying the role of video content within the broader media ecosystem, according to IAB Europe.

The double-edged power of human emotions

Television’s enduring appeal lies in its ability to forge strong emotional connections through local content, such as sports, reality competition shows and news, which are particularly cherished by European audiences. Emotionally-driven ads have a higher recall than those focused solely on product features or short-term calls to action; these are the ads that build lasting brand connections. However, relying solely on gut feelings in planning can lead advertising professionals to underestimate TV’s effectiveness in media strategies. Research from Thinkbox reveals this phenomenon, where TV’s effectiveness is often underrepresented in favour of digital platforms, even though econometric models show its higher contribution to sales.

AI’s role in elevating TV advertising across the value chain

AI offers a powerful solution to harness the full potential of television at every stage of the advertising journey. From content creation to media planning, AI can augment human creativity and decision-making, making TV even more effective as part of a modern advertising strategy:

Content production: AI is already revolutionising the creation of media content, enabling more efficient production workflows. Channels such as NTV are exploring AI-generated backgrounds and assets, paving the way for faster and more flexible content creation.
Content distribution: AI is enhancing the BVOD platforms’ reach and accessibility. AI-powered search engines on platforms such as M6+ will take personalised viewing experiences to the next level, ensuring that the right content reaches the right audiences more efficiently.
Ad creation: The fusion of AI and creativity is transforming ad development, especially through innovations like Addressable TV 2.0. By harnessing AI, advertisers can now to tailor personalised messages to specific audiences, driving engagement, optimising ad performance as well as reducing time and cost.
Media planning: AI-driven ad tech, particularly those developed in Europe, are reshaping the way media plans are created. By providing a data-driven approach, AI can ensure TV & online video receive appropriate allocation based on real-time data of where the audience is.
Measurement: AI-powered tools offer more precise measurement, providing advertisers deeper insights into audience behaviours and ad effectiveness, allowing for more informed decision-making.

As the advertising industry continues to adapt to technological advancements, AI presents an opportunity to unlock the full potential of television. By combining the emotional power of TV with the precision of AI, advertisers can create more effective campaigns, ensuring that TV remains a critical part of the advertising mix in the years to come.

Quotes

Aurélie Brunet de Courssou, Marketing Director, RTL AdAlliance, says:

“At RTL AdAlliance, we envision a future where TV is 100% digital and ad served. Using technology, we’re actively working towards this goal. Our ‘TV Key Facts: Where tech meets human / Where humans meet tech’ sheds light on the ideal mixture of premium content and skillful advertising techniques – combining the power of emotional content with cutting-edge technology and data-driven insights for smarter media planning.“

RTL AdAlliance's 31st edition of this year's TV Key Facts features a unique design: it is split into two halves with two beginnings. One side focuses on technological advancements in the advertising industry, while the other reveals the human perspective. As readers approach the middle, the two topics harmonically converge.

The TV Key Facts live streaming event was held on 7 November 2024. Access the replay:

TV Key Facts 2024 | RTL AdAlliance

For anyone curious about the eye-opening data in this year’s TV Key Facts: Where tech meets human / Humans meet tech, please send a request to rtladalliance_info@rtl.com to receive a copy of the book.

About RTL Ad Alliance

RTL AdAlliance – simplicity for advertisers and value for publishers.

The media sales house RTL AdAlliance, a subsidiary of RTL Group, unites premium content publishers under one roof for international brands to connect with European audiences. Combining the most successful broadcasting, publishing and adtech companies in Europe, RTL AdAlliance offers brands access to over 100 TV channels, 350 print publications and 5,000 premium web properties – with over 150 million daily TV viewers, 37 million Addressable TV households, and more than 4 billion online video ad impressions a month in one streamlined service – enabling unrivalled reach in Europe and beyond.

250 media sales experts all over the world provide dedicated support for successful international media campaigns. Advertisers gain simplified access to premium, brand-safe media space that reaches only the most engaged audiences. RTL AdAlliance also provides latest insights and innovations for the media world. In addition, RTL AdAlliance empowers publishers to make better use of their premium offering by leveraging smarter, simpler monetisation strategies, adtech solutions, developed in Europe, and dedicated media sales expertise.

Headquartered in Luxembourg and Hamburg, RTL AdAlliance has offices across Europe and North America.