Television Advertising: An Irreversible Decline?

Television Advertising: An Irreversible Decline? published by Generator Research in February, 2009. This report consists of 30 PAGES and the price starts from US $ 3558.

Introduction

Abstract

• PC, TV & Portable Devices
• Emergence of Targeted Spot Ads
• Why Traditional Broadcast TV will Endure
• Four Sources of Internet Ad Revenue
• Action Plan for Broadcasters
• Clear Definition of Underlying Assumptions

The report begins by explaining how the internet is transforming the television industry by looking at how distribution is changing, the emergence of new sources of content and how the television proposition itself is changing.

Next the report explains how commercial television broadcasters view the internet, both tactically level and as a strategic threat. The report clearly describes how commercial broadcasters could leverage the internet to their advantage by detailing three key benefits.

The report then provides a very clear definition of what television advertising means in the internet age. The report shows how a single revenue stream from spot ads will give way to a more complex picture where broadcasters will need to manage four parallel sources of advertising revenue.

A clear analysis and explanation is provided as to why the broadcaster' s traditional model, which relies on delivering the same content at the same time to very large audiences, will continue to be successful in the future even when internet television has reached a mature phase. The report explains how the internet could be used to enhance the broadcaster' s traditional model.

The latter sections of the report provide a detailed explanation of the key assumptions used in the forecast. The report concludes by summarising the key findings and displaying the results of an in-depth forecasting exercise graphically for both the U.S. and the U.K.

• Understand how a single source of television advertising revenue will fragment into four separate sources of revenue as the internet transforms the television industry;
• Appreciate how the internet television model of today, which is a largely focused on the PC, will give way to a TV-centric experience and what implications that will have on the sources of advertising revenue;
• See how television broadcasters, accused by some in the internet industry of having their heads in the sand, could use internet technology and techniques to dramatically increase the effectiveness of spot advertising;
• Read what the television industry needs to do to avoid making the same mistake as the music industry, which failed to properly understand the transformative effects of the internet until it was too late.

• Product management and product marketing
• Product strategy and marketing strategy
• Executive leadership
• Market insight and competitor intelligence
• Business development and corporate development

Table of Contents

SYNOPSIS

• SUBJECT AREA
• REPORT CONTENT
• KEY BENEFITS
• WHO SHOULD READ THIS REPORT?

EXECUTIVE SUMMARY

INTRODUCTION

• MACROECONOMIC CLIMATE
• TELEVISION AND THE INTERNET
  • New distribution platforms
  • New television content emerging from the internet
  • A new television experience
  • Perspective of commercial television broadcasters
  • Strategic response of television broadcasters
• CASE STUDY: MUSIC INDUSTRY

DEFINING TELEVISION ADVERTISING

• FOUR DIFFERENT TYPES OF TELEVISION ADVERTISING
  • Type #1: Traditional Spot Ads
  • Type #2: Internet TV (PCs, Macs and Portable Devices)
  • Type #3: Internet TV (Internet-connected TV sets)
  • Type #4: Targeted Spot Ads (TSAs)
  • Broadcast TV will endure
  • Broadcasters can leverage internet techniques

FORECAST

• BASIS FOR MODEL AND INCLUSIONS
• KEY ASSUMPTIONS
  • How will the total viewing time be shared between computers & devices?
  • Parallel delivery of a range of television services, including internet TV
  • Broadcast TV offers benefits that cannot be matched by internet TV
  • How long will it take the internet television market to develop?

RESULTS

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