The BUMP study identifies nearly 61,000 advertisers in France, all media combined. TV advertisers represent 3.8% of total advertisers, but 20% of television channels’ advertising revenue. In addition to their traditional advertisers, television channels also rely on digital advertising via their replay services with nearly 1,600 advertisers. But this figure remains far from the level reached by traditional digital advertising formats, which exceeds 24,500 advertisers for display and 26,500 advertisers for paid social.
According to data published at the end of September 2023, the portfolio of TV advertisers is down 6.8% on average, with a more pronounced drop on national channels. In total, the TV channels have a portfolio of 3,124 advertisers, a total down 5.8%.
Beyond the fact that advertisers are increasingly moving towards purchasing space at CPM in digital, the growing phenomenon of FAST channels and AVOD offers is positioning itself in facial competition with linear television. The forecasts for global advertising revenues for AVOD and FAST are dizzying and make these new formats the new El Dorado for studios and television channels. The presence of Netflix, Disney+ and others in this market, with CPMs displayed in the tens of dollars, are gradually turning some advertisers away from broadcast advertising. Under these conditions, we better understand the strategy of several TV channels to rely on streaming in all directions in order to maximize the exposure of their programs, live, in replay, in AVOD and in FAST. Nothing revolutionary, just the natural hunt for audiences and advertisers.
While waiting for the general standardization of video advertising, putting an end to the GRP/CPM confrontation, the risk of seeing classic channels losing further ground is possible.