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Carolyn McCall, CEO, ITV, UK

Transcript:

“Over the years, research has consistently shown that TV advertising is more trusted than any other medium. For example, almost 40% of viewers – young and old – say it’s their most trusted medium.

But in recent times, we’ve seen the depth of that trust for ourselves, when the nation turned to television as the pandemic unfolded. Here in the UK, almost 20 million viewers would regularly tune in to hear the Prime Minister address the nation.

But TV did more than just inform its viewers. We united the nation around powerful, positive and uplifting moments in the nation’s cultural calendar. And as we emerge from the pandemic, TV’s ability to bring the nation together is still just as evident: as we have seen with an exceptional summer of sport.

The world was gripped as the UEFA Euros tournament played out: in the UK alone, over 18 million people watched the England v Denmark semi-final on ITV. Then there was the Tokyo Olympics, and then the Paralympics, and millions more watched the swift path to victory by Emma Raducano in the US Open.

But TV doesn’t just unite us. It influences how we think, feel and act.

ITV, as you all know, is a commercial public service broadcaster, and we take our role in shaping the cultural conversation very seriously, as we use our reach and our scale to drive positive change.

In a year of unprecedented challenges that took a toll on the nation’s mental and physical health, our research shows over 7 million people took action as a result of seeing ITV campaigns.

“Britain Get Talking”, something we are very proud of, is our high-profile campaign fronted by Ant and Dec (two of our most loved presenters) and it aims to encourage people to communicate more, and better, as a way to improve mental health. It’s already started over 6 million conversations and has driven 3 million people to seek advice from Mind, the UK’s biggest mental health charity.

We encouraged 1.5 million school children to walk or run a mile a day, helping to get the nation’s children taking more exercise in support of “The Daily Mile”.

Our “Eat them to defeat them” campaign in partnership with an alliance of supermarkets, got 890,000 children to want to eat more vegetables.

It’s not surprising that this positive and powerful platform works for brands too.

A topical ad, following the cardiac arrest of Danish footballer Christian Erikson, led to 60,000 enquiries about CPR training for the British Heart Foundation, and helped grow one-off donations by over 17%.

Retailer Waitrose launched “Pick For Britain” and recruited a new land army of British citizens to make sure our favourite fruit and veg were still picked during the pandemic, to reach our supermarket shelves.

TV gives advertisers a trusted, safe, premium quality, positive and uplifting home for their brands.

And nothing else comes close.”

Wolfgang Link, CEO, ProSiebenSat1 Entertainment Group, Germany

Transcript:

“Television is and remains the most important medium. One the one hand, for viewers, no other medium has such a high usage time as TV. On the other hand, for advertisers, no wonder because after all TV is the medium with the highest value for our customers. Its reach and its environment quality are both outstanding. And that generates the highest return on investment in the media industry. Because TV provides a significant branding effect but also contributes to sales.

For example, TV advertising reaches new groups of buyers through the broadness of the target group. This has a direct impact on sales of the advertised product. But as a media company, we are not resting on our laurels, of course. Smart solutions increase the value of TV advertising, for media planning, even further. After all, new forms of advertising are evolving in addition to the traditional advertising on linear TV. Addressable TV, targeting options and programmatic solutions offer completely new advertising opportunities for customers in our number one medium.”

Wolfgang Link, CEO, ProSiebenSat1 Entertainment Group, Germany

Transcript:

“Relevance and attitude make us distinctive. We provide orientation, we provide the necessary context, prevalent issues in our society. The global pandemic has shown how important trustworthy media brands are for our viewers and how strongly the medium of television connects people across all age groups and provides security. In Germany alone we reach an average of 60 million people a month with our stations. We aim to use this reach to benefit society. With this reach we clearly oppose racism, hate, discrimination and fake news. With this reach TV makes people think, laugh, cry, discuss and relax.”

Stewart Johnson, SVP of Sales and Sports, Bell Media, Canada

Transcript:

“Through its unmatched attention-grabbing and emotion-evoking content and advertising, we know that TV is simply unparalleled in its ability to build brands. However, there has been a false narrative in the industry, that centres on the idea that TV only works as the top-of-the-funnel brand builder, exclusively used for mass awareness. It’s time to dispel this myth. While the top of the funnel remains critically important, TV also offers the opportunity to work its way right down the funnel. Thanks to increasingly efficient attribution tools, now available to advertisers, not only has TV demonstrated that it builds bands like no other media can but it has also proven its worth as a performance driver.

In addition to TV’s unsurpassed reach, we now have enhanced targeting capabilities. From the introduction of audience management tools that integrate broadcasters’ first party data, to the development of custom audience segments.

And we can prove it works. Attribution continues to gain momentum, both through the integration of first party data and through the development of external tools that are helping both the buy and supply side. In the coming months, it will be even easier for advertisers to accurately correlate their TV spend with short-term sales and other business effects.

We know TV has tremendous halo effect on other media and its impact lasts far longer than other advertising. Currently there isn’t anything that works better throughout the buying-funnel than TV. And that is why we see new advertisers, like digital companies, who have more than doubled their TV spend in the past five years, increasingly turning to TV to drive growth.

TV is already the best-in-class brand building medium, but the major advancements the industry has made in audience targeting and attribution, both at our company and at the other Canadian broadcasters, demonstrates why TV is a trusted performance driver now and how it will continue to play an indispensable role in the future of advertising.”

Mark Frain, CEO, Foxtel Media, Australia

Transcript:

“Hi I’m Mark Frain, Foxtel Media CEO, part of the Foxtel Group. I run the advertising arm for the Foxtel Group. It’s great to be part of the celebration for World TV Day. When I think what was going on 25 years ago, probably shows like Everybody Loves Raymond would have been the number one show across platforms globally. So much has changed since then and we are really now on a path to a streaming future, I think globally.

Linear TV has long been the battle ground for which our audiences are and which we deliver for clients. And now we are entering into this rapidly advancing streaming, digital world. That is certainly what we are looking at as a business moving forward and if I look at the Foxtel Group, only five years ago, 8% of our subscribers came from streaming. That has just gone over 50% and that has gone over 50% in the last 2 or 3 years. Significant advancement. We are going to continue to do a lot of testing in this environment. I think from a streaming perspective, it’s great that it gives us such data, such technology to really take the future of television to a very different place that it has been in the last 2 or 3 years.

Great to be part of the day. I can’t wait to share globally some of the things that we are going to learn about the future of television. Thank you.”

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Transcript:

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Matthias Dang, Co-CEO, RTL Deutschland, Germany

Transcript:

“In TV as in many other sectors, tech and data are the hot topic right now and have become a cornerstone of the television business. Data doesn’t drive digitalisation; it also brings together apparent opposites. TV is continuing to shift from a one-to-many mass medium to a one-to-one target medium. In other words, by harnessing data and new technologies, TV can achieve both maximum reach and maximum personalisation.

And data has a crucial role to play here. It gives us an insight into the world of our users, helping us understand what our users want, what drives them and what excites them. Knowing their preferences, needs and behaviour allows us to offer users more attractive, customised products and content as well as tailor-made advertising.

In doing so, we combine the huge reach of our service with a target reach of advertising. Given our users the exact messages that interest them and really have an impact at any time and in any place.

So, we are nurturing the ideal conditions for effective brands and product communication in relevant, brand safe environment.

This also unlocks completely new opportunities for advertisers who are increasingly looking to address target groups based on their personal taste. Regardless of the time and the place, even with a smaller budget, thanks to the newest technology, TV can offer highly granular cross-genre targeting solutions. Personalised content and innovative technologies are the future. Addressable TV or CTV is no longer a niche topic. Given the rapid development of this medium we expect the CTV advertising market to expand hugely. And we will actively shape this growth market.

This also includes the use of AI which can pave the way for other data-driven approaches based on content data, independent of consent and cookies. AI opens the door to a world of exciting advertising sales solutions, 02:36 including cross-genre impact analysis. After all, that is what matters in the end, having the greatest impact.“

Noel Curran, Director-General, EBU

Transcript:

“I remember training as a television producer quite a while ago and I remember people talking all the time about the death of television, the pressure on television, the competitive pressure, that television was going to change, it wouldn’t last. And yet here we are today and television reaches 84% of European citizens every week, 63% of them are younger audiences. Less than the average, we know that, but still an enormous figure that any other medium would envy.

Unbelievable, your average European citizen watched 3 hours 43 minutes of television per day and in some countries that’s even higher, that’s the average. And 89% of that is still live. They’re absolutely staggering figures for this medium. Staggering figures that have not only survived but flourished.

Why is that? You know, what is it that makes it unique? It’s that reach, it’s that reach across all audiences, young and old. It is that connection with that audiences, it is that sense of bringing those audiences together. TV has these unique qualities; it certainly has a unique connection with its audience. And more than ever I think that’s what we need now. We have a growing political divide in some countries. We have a lot of talk about culture wars in other countries among society. We’ve seen the division in recent years, but we’ve also seen how people can come together. We’ve seen how people can still sit around the television box and still watch television in different ways together or on their own and still feel a connection with each other and with what they are seeing. We have seen the hugely positive impact that television output has in terms of culture, in terms of information, in terms of entertainment, in terms of diversity, in terms of education, across the board. And that is precious. And that is particularly precious now, and, you know, I don’t see that changing. If it has survived the massive, massive changes in our industry, both in terms of competition and audience habits that we have seen in recent years, then television is here to stay.”

Francisco Pedro Balsemao, CEO, Grupo Impresa, Portugal

Transcript:

“Hello everyone, and happy World TV Day. As the CEO of Portugal’s largest and most successful TV broadcaster, I am extremely proud to be an active participant in an ecosystem where such a vibrant and constantly evolving medium is thriving. 

TV as we know it has changed and will continue to change for the better. TV is about curation but also about choice. It is about trust and about freedom. It is about live and on-demand. It is about moving images but also images on the move. It is about flexibility and about precision. It is about being present and being there for our viewers, when they want us and when they need us. 

TV is all about giving viewers what they want, when they want it and in whatever format pleases them most. Anytime, anywhere and on any device, or as the French say mobiquité – a perfect fusion between mobility and ubiquity. 

In my opinion, TV is just getting started. We have been a key part of people’s lives for the past decades, because of the quality of our content and we have upped the game for the future due to our formidable omnipresence, with quick upgrades in technology, investment in creativity and talent and our unsurpassable consistency and credibility, the power of TV is unbeatable. As a passionate defender of this medium, I am confident that I will be here in 25 years’ time to share with you my thoughts on the importance of TV for the second half of the 21st century. Thank you.“