TV Key Facts – 31st edition – Humans and tech say «I Do»
Emotions are a powerful tool for connecting with audiences and are driving the success of many video formats. Yet, while emotion-based strategies are effective, relying too heavily on intuition can limit our approach to audience engagement. Technology steps in as a vital ally, helping to balance human biases with data-driven insights, making it indispensable for today’s media landscape.
To sustain a productive partnership between human creativity and technology, it’s essential to align on shared goals and maintain a continuous, open dialogue. Together, we can shape the international trends of Total Video, blending emotional storytelling with innovative tech to reach audiences more meaningfully and effectively.
RTL AdAlliance, the international media sales house of RTL Group, has released its 31st edition of the TV KeyFacts report: Humans and tech say “I Do”.
In this latest edition, the report explores how the convergence of human emotion and technological advancement drives engagement. Emotions are powerful catalysts for connecting with audiences, often making certain video content particularly compelling. Yet, when shaping strategies to reach target audiences, we can sometimes rely too heavily on intuition alone. Here, technology plays a crucial role, offering insights that balance our natural biases and enhancing our effectiveness. For a successful and enduring human-tech partnership, it’s essential to align on shared goals and maintain a continuous, adaptive dialogue.
Aurélie Brunet de Courssou,
Marketing Director,
RTL AdAlliance
"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"
Emotions power local content
Emotions remain the heart of impactful video content, creating the deep connections that engage audiences. In Europe, this emotional resonance is particularly evident in traditional linear TV, where local content, especially sports and reality shows continue to captivate viewers. Despite the rise of digital platforms, linear TV remains a preferred medium across Europe, with 53% of Europeans tuning in to linear TV first.
Furthermore, collaboration between local broadcasters and global streamers is key to navigating this evolving landscape. As digital platforms and traditional TV converge, Broadcaster Video on Demand (BVOD) and Connected TV (CTV) have seen marked growth, expanding TV’s reach into a multi-channel, “total video” experience. This growth supports a broader, multi-platform strategy, showing that audience interest spans both local stories and global platforms.
Challenging outdated views about content consumption, this trend demonstrates that while SVOD originals and social media capture much of the spotlight, linear TV still has a vital role in brand messaging. Actually, most of the top shows on SVOD aren’t even originals. In the first half of 2024, only Bridgerton made it into the top 10. The rest were shows like Grey’s Anatomy, The Big Bang Theory, or Suits, initially or still broadcast on linear TV. Indeed, advertisements that harness TV’s emotional power are proven to drive higher recall and brand loyalty, delivering a persuasive message that digital-only strategies may overlook. This human-centricity is key to building a brand and creating memories, as research from System 1 shows. When ads adopt a product-centric approach that is direct and factual, it appeals to the left side of the brain, aiming for immediate responses from consumers. In contrast, ads that take a human-centric approach engage the right side of the brain by using emotional storytelling and creating a holistic impression. This strategy not only fosters a deeper connection with the audience but also leads to 60% higher ad recall compared to product-focused ads.
Technology complements the advertising value chain
Technology is an essential force in the modern advertising landscape, transforming each stage of the value chain and helping to mitigate the biases that may arise from human judgment. By integrating AI and data-driven insights, advertisers can make well-informed decisions that extend beyond personal preferences, particularly as data continues to highlight the staying power and emotional resonance of TV ads.
AI’s role is reshaping advertising in numerous ways, benefiting creatives, publishers, and media planners alike. Broadcasters like N-TV leverage AI to create dynamic visuals, streamlining the creative process. AI-powered tools enable BVOD platforms like M6+ to target audiences more precisely, ensuring relevant content reaches viewers. AI-enabled addressable TV 2.0 enhances ad creation, allowing advertisers to customize ads to specific demographics, increasing engagement and lowering costs.
Furthermore, AI plays a significant role in media planning and measurement. Data analytics supported by AI help media planners allocate resources optimally, guiding a balanced approach that integrates linear TV with online video. With real-time feedback, advertisers can adapt campaigns based on in-depth audience insights. This alignment enhances the overall efficiency of campaigns and reinforces TV’s role as a major contributor to brand sales.
But also in content AI is gaining on importance. According to Runway, the proportion of GenAI-generated video content is expected to rise dramatically from less than 1% today to 50% by 2027. This surge will enable a more personalized viewing experience while maintaining editorial integrity, considering cultural context and legal compliance. AI’s ability to analyze audience preferences will lead to more tailored content, ensuring it resonates better with viewers. However, human oversight will remain crucial to guarantee the trustworthiness and authenticity of the content produced.
Convergence of humans and technology
We see AI as an opportunity to foster collaboration and creativity across the industry as we all work together in our best interests.
A strong, sustainable partnership between human insight and technological innovation is essential to shaping the future of media and advertising. For this collaboration to endure, it’s critical to align on common goals and maintain ongoing dialogue. One crucial area of focus is regular validation of data inputs and outputs. This ensures that AI-driven insights remain relevant and accurate, guiding strategies that reflect real audience behaviours and preferences.
AI’s role in TV advertising exemplifies the need for responsible use of technology. With AI’s expanding influence, establishing ethical standards around data use will help build trust, both with audiences and within the industry.
This partnership empowers advertisers to leverage technology in ways that enhance human creativity, producing content that resonates deeply with viewers. As AI continues to redefine the landscape from content creation to targeted distribution and real-time measurement, the integration of human insight with AI capabilities promises to shape a balanced media environment.
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