In the first half of 2019, the TV advertising market amounted to €394 million. This means the market has increased by 0.5% compared to the first half of 2018. The spot market for TV and online video has reached €354 million, a growth of 1.2%. The size of the non-spot market has decreased, from €41 million in the first half of 2018 to €40 million in the first half of this year. The new SKO currency TV Screen Time will grow from 188 to 193 minutes per day in the first half of this year. These are the most important results from the TV half-year report published on August 15.

Growth of the spot market to € 354 million The largest part of the TV advertising market that Screenforce publishes on is made up of spot spending. In the first half of 2019, the spot market amounted to €354 million. This has achieved growth of 1.2% compared to the first half of 2018. The growth came from the second quarter, which rose by 4.8%. The first quarter fell by 2.3%. The growth in the first half of 2019 is entirely attributable to the TV platforms. For the entire year of 2019, Screenforce expects spot market growth of between 1.5% and 2.0%.

The turnover of the non-spot market fell slightly from € 41 to € 40 million. It is striking that the role of online platforms in non-spot spending is twice as great as in spot spending. In the first half of 2019, the share of online in non-spot spending was 9%, while this was 4% for spot spending. A possible factor here is the development of investments in social influencers via the RTL and Talpa platforms. These are included in the non-spot expenditure.

Retail once again the largest advertiser sector In the first half of 2019, 831 advertisers used TV for marketing campaigns for a total of 1,195 brands. Just as in the first half of 2018, Retail was also the largest industry in the first half of this year with a gross media value of €400 million. Procter & Gamble was again the largest TV advertiser with a gross budget of €40 million.

SKO reports new currency Screen Time The SKO KijkOnderzoek has been using a new standard since the beginning of this year: Screen Time, a sum of TV ZenderTotaal and Other Screen Use. With this new currency it is possible to report on all content viewed via the TV screen. TV ZenderTotaal includes the time spent watching TV channels, live and postponed. Other Screen Use includes the time spent watching platforms such as Netflix, Videoland, YouTube, but also the classic DVD or VHS carriers. The total Screen Time in the first six months of 2019 amounts to 193 minutes, growing by 3%. The increase in Screen Time is reflected in all target groups, with the exception of 13-19 year olds.

TV everywhere: viewing time in development In collaboration with the Screenforce broadcasters, telecom providers and GfK, SKO has started developing a reporting of viewing time via the TV apps on mobile devices. An initial analysis shows that of all the time spent watching via these apps, 42% is spent watching sports reports. The most watched program was the semi-final of the Nations League on June 6.

TV Half Year Report The TV Half Year Report 2019 is available here.