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Advertising as a sustainability guarantee for European private and public television

Abstract:

Advertising, an almost exclusive source of financing for private operators and highly relevant to most publics, is key in the search for the new sustainable business model that television operators have to walk in order to compete with guarantees, fundamentally, with the new platforms of online video and video on demand. Television was the preferred and indisputable medium for advertising for decades, but in recent years Internet advertising, associated with opportunities for advertisers, such as hyper-segmentation of public or programmatic advertising, has already exceeded the volume of investment in television advertising in a large number of European countries and many other countries in the world. To the extent that almost all the studies point to a business model in which advertising will continue to be key to financing both private and public broadcasters, the battle for the distribution of advertising investment between traditional and online operators will be fundamental to ensure the sustainability of the first.