• Skip to primary navigation
  • Skip to main content
  • Skip to footer
  • 020 3330 7010
  • marketing@allresponsemedia.com
  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube
ARM logo

All Response Media

  • Home
  • About ARM
    • About ARM
    • Meet the Team
  • Our Services
    • TV
    • Digital
      • PPC
      • SEO
      • CRO
      • Social Media
      • Programmatic
    • Offline Media
      • TV
      • TV Execution
      • Press
      • Radio
      • Inserts
      • Door to Door
      • Outdoor
      • DRTV
    • Analytics
    • ARMalytics®
  • Success Stories
    • Client Success Stories
    • TV Star Competition UK
    • TV Star Competition NL
    • Our Work With Startups
  • Content Hub
  • Careers
  • Contact Us
You are here: Home / TV / Is TV advertising back to normal?

Is TV advertising back to normal?

5th November 2020 by Gerrit Nagel

The TV advertising market in the Netherlands reached €171 million in the third quarter of 2020, a growth of 0.7% compared to the same period last year. The spot market (i.e. normal in-programme ads, not sponsorship) amounted to €153 million, an increase of 1.5%. After a dramatic first half, where the TV ad market fell 23%, advertisers are returning en masse to TV in the third quarter and expectations are positive about the remainder of the year.

TV spot market is recovering rapidly, especially through Broadcaster VOD (BVOD).
Screenforce is publishing about concerns linear TV spot spending – the largest part of the TV advertising market – which has recovered well after the intense first half of 2020 as a result of the coronavirus pandemic. Spot sales in the third quarter show a slight decrease of 0.7% compared to the same period last year, bringing net sales to €144.5 million.

Investment in the BVOD spot market has shown a significant increase in the third quarter of this year, and with a spending level of €8.9 million, the BVOD spot market has grown by 59%, making Q3 the highest performing quarter of 2020. These are both campaigns on the broadcasters’ own platforms and their YouTube channels. The non-spot market (e.g. branded content and sponsorships) has not yet shown any increase in the third quarter and amounts to €18 million, a decrease of 5.3%.

Outlook for 4th quarter is positive.
Based on the industry’s demand for airtime, the Dutch sales houses are positive about Q4. The impact of the recently announced additional ‘partial lockdown’ measures has yet to be seen. However, many advertisers have already adapted their marketing plans to the new reality over time. Where some categories communicate significantly less to nothing at all, others are more present than ever before. This applies to both the ‘clicks’ and ‘bricks’ sectors, and as we’ve seen the latter has already started their autumn offensive on the way to the holidays.

All Response Media viewpoint.

Obviously, in (COVID) times like these, it is hard to predict what is going to happen in the next months or even weeks. We see countries ‘locking down’ again (UK, France, Germany, Italy) or for the first time (Sweden) and some countries like the Netherlands locking down just partially, for now. So, in the winter season when viewership is usually high and costs are low (especially in January), it is likely going to be busy in the commercial breaks, especially considering quite a few advertisers will still have some deferred budgets to spend just before the end of their calendar or fiscal year. Therefore, we would recommend securing your quality airtime in time and not wait until the last moment.

Read more information on our TV services.

Subscribe For More

Newsletter Signup

Footer

ARM logo

The Leading Performance Media Agency

Building businesses and brands by providing clients with an Unfair Competitive Advantage.
ARMalytics®

Get In Touch

London: Sutton Yard, 65 Goswell Road, EC1V 7EN
Phone: +44 (0) 20 3330 7000

Leeds: Marshalls Mill, Marshall Street, LS11 9YJ
Phone: +44 (0) 20 3330 8050

Amsterdam: Koivistokade 3, 1013 AC
Phone: +31 6 3761 9020

marketing@allresponsemedia.com

Privacy Policy | Cookie Policy | Modern Slavery Policy

  • E-mail
  • Facebook
  • Instagram
  • LinkedIn
  • Twitter
  • YouTube

Our Newsletter

Subscribe to receive exclusive media insights straight to your inbox. We respect your privacy.

Newsletter Signup

We are using cookies to give you the best experience on our website.

You can find out more about which cookies we are using or switch them off in settings.

ARM logo
Powered by  GDPR Cookie Compliance
Privacy Overview

This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.

Strictly Necessary Cookies

These cookies are essential to provide you with services available through our website and to enable you to use certain features of our website.

If you disable this cookie, we cannot provide you certain services on our website and we will not be able to save your preferences. This means that every time you visit this website you will need to enable or disable cookies again.

Analytical and Performance Cookies

These cookies are used to collect information to analyse the traffic to our website and how visitors are using our website.

For example, these cookies may track things such as how long you spend on the website or the pages you visit which helps us to understand how we can improve our website for you.

The information collected through these tracking and performance cookies do not identify any individual visitor.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Advertising and Targeting Cookies

These cookies are used to show advertising that is likely to be of interest to you based on your browsing habits.

These cookies, as served by our content and/or advertising providers, may combine information they collected from our website with other information they have independently collected relating to your web browser's activities across their network of websites.

If you choose to remove or disable these targeting or advertising cookies, you will still see adverts but they may not be relevant to you.

Please enable Strictly Necessary Cookies first so that we can save your preferences!

Cookie Policy

More information about our Privacy Policy and Cookie Policy