With the rise of time-shifted TV and the consumption of shows on-line, is TV advertising becoming less relevant? At BKV, we know this is definitely not the case. In fact, TV advertising is alive and well and spending is growing each year! TV also remains the highest reach medium and is the most influential advertising medium when making a purchase decision. While TV advertising is still very relevant, the ad environment has without a doubt grown more complicated. That’s where BKV comes in! Our DRTV advertising experts are here to help clear up the confusion and have provided this Infographic as a guide to the current TV advertising landscape, plus more information on the newest technologies in the space.

1. TVadvertising
spend
$64.54 billion
$68.54 billion
$75+ billion
DO TV ADS STILL MATTER?
Cable
Satellite
Spot TV
Syndication
Broadcast
Networks
NATIONA
L
NATIO
NALorLOCAL
LOCAL
DRTV
2012
2014
2017
Current TV Landscape 101
BKV Does DRTV
Delivering Success
Rina Cook
404.233.0332 x177
Rina.Cook@bkv.com
FRON
TEND BAC
KEND
Tracking
&
Reporting
Use commercial
detection technology
to monitor all
campaigns
Upload response
data and source to
airings for reporting
and optimization
By comparison, US advertisers will spend only $47.80 billion on digital advertising in 2014.
direct. digital. driven.direct. digital. driven.
What’s changed? With new cable networks, digital channels and emerging technology,
the ad environment is more complicated and fragmented than ever. Confused? Relax.
BKV can put TV to work to build your brand and guarantee sales.
The % of US households with a television has grown tremendously over past
decades with only 9% penetration in 1950 compared to 97% today.
• National networks (ABC, CBS, NBC, FOX &
CW) + smaller, highly targeted digital
broadcast networks.
• All households have the ability to receive
broadcast networks.
• Includes new programs and
licensed programs originally
run on network TV.
• Sale of the right to
broadcast programs
by multiple stations.
• Same stations as Broadcast
Networks category (ABC, CBS,
NBC, etc) but purchased locally
in one of the 210 DMAs.
• Approximately 60% of U.S.
homes subscribe.
• Networks can be purchased locally
or nationally.
• Sold nationally through
Direct TV or Dish; locally
through cable operators
and NCC.
• Approximately 30% of U.S.
homes subscribe.
BKV monitors TV advertising closely
and analyze campaigns by market,
station, creative, offer, daypart,
spot length and programming.
Our ability to process and interpret
data quickly sets BKV apart from
other advertising agencies, and our
proprietary reporting tools ensure
accurate and timely reporting.
To drive more successful campaigns,
we make optimizations shifting
spend to top performing variables.
The Future is Here
New technologies have emerged, enabling additional opportunities to advertise
with your video assets.
Addressable
& Data
Driven TV
Target TV ads using
consumer data and
subscriber information;
currently available
with DirecTV & Dish
though an expansion
in late 2014 will
include Comcast
VOD: RFI
Overlay functionality
on a TV spot that
prompts viewers to
interact with a brand
and receive offers,
coupons, product
information, free
samples
VOD:
Telescoping
Engage consumers
by directly linking
them from a
commercial to long
form content; an
overlay on the spot
promotes an On
Demand video,
which viewers can
link to
VOD:
Ad Insertion
Commercials air
after the live+7
original air date in
the VOD space;
spots can run pre,
mid or post roll
Repurposing
TV assets to
run online
Advertisers can
utilize TV assets to
interact with their
target audience
online through an in-
banner or instream
campaign
5hrs 4min per day
People spend more time with TV
than with any other major medium
50% of
adults
say a TV ad prompted them to
go online and find out more
Available in approximately 85% of cable households
Approximately 20
billion video ad
views per month
Available in 21MM
satellite homes
88% reach
of Americans 18+
whereas Internet
reaches only 73%
85% of video viewing
is live television
88% of tablet owners and 86% of
smartphone owners said they used their
device while watching TV at least once
during a 30- day period (Source: Nielsen);
45% said it’s a daily event
An estimated 40% of Twitter
traffic during the prime time period
are tweets talking about something
happening on television (Source:
Wired Magazine)
While traditional TV viewing has grown year-over-year among
the total U.S. population, so has the act of “second screening.”