Television advertising has proved its resilience over the last year, with the percentage of video ad viewing decreasing by just 0.6%.
According to new analysis from TV marketing body Thinkbox, the average person in the UK watched 20 minutes of video advertising a day in 2016 – with TV accounting for 93.8% of video ad viewing.
By comparison, YouTube accounted for 0.7% (up from 0.5% in 2015), while ‘other online video’, including Facebook, collectively accounted for 5.2% (up from 4.7%).
Cinema’s share remained unchanged at 0.4%.
Among 16 to 24 year olds, TV’s share of video advertising actually increased in 2016 to 89.5% – up from 88.6% in 2015.
Meanwhile, the share of ‘other online video’ decreased from 9.2% to 7.6%, while YouTube’s share increased from 1.3% to 1.8%.
“TV is a trusted, high quality environment for advertisers that is proven to work,” said Thinkbox’s chief executive, Lindsey Clay.
“It has a huge variety of premium programming across every genre and can satisfy the demands of many thousands of advertisers simultaneously and for the long-term. Now more than ever these are crucial distinctions between it and a lot of other types of video.”
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In 2016, UK TV ad revenue totalled £5.28 billion, up 0.2% year-on-year – marking the seventh consecutive year that TV advertising revenue has grown in the UK.
The figure represents all the money invested by advertisers in commercial TV across all formats and on every screen: linear spot and sponsorship, Broadcaster VOD, and product placement.
Online businesses invested a total of £639 million in TV, an increase of 8% on 2015, to become the largest category of advertisers on TV.
Video viewing
TV accounted for 74.8% of UK video viewing in 2016, compared to 76% in 2015.
Total video consumption increased year-on-year from an average of 4 hours, 35 minutes a day in 2015 to 4 hours, 37 minutes in 2016.
Of this, live TV made up 60% (61.6% in 2015), playback TV 10.8% (11.4% in 2015) and broadcaster VOD 3.9% (3% in 2015).
Meanwhile, YouTube accounted for 6.4% of average video viewing in 2016, up from 4.4% in 2015 – slightly ahead of online adult video which accounted for 4.9% (up from 4.4%).
Subscription VOD services, including Netflix and Amazon Prime, collectively accounted for 4.1% (up from 4%), while DVDs increased their share of video time from 2.9% in 2015 to 3.8% in 2016.
Facebook accounted for 1.7%, down from 2.2% in 2015. Again, cinema remained unchanged (0.4%).
