LONDON: After years of reeling on the ropes, parrying the body blows of the online ad industry's hype machine, the UK television business has started to mix it in the centre of the ring.
TV's champ is Tess Alps, ceo of the industry's marketing body Thinkbox. She rails against the "ill-informed rubbish" talked about TV.
Citing the 2007 full year data from BARB (Broadcasters Audience Research Board), Alps counterpunched with the ferocity of Mike Tyson.
"People are watching more TV ads than ever. This is historic news for advertisers. TV advertising had an impressive 2007; increased impacts, a creative renaissance and new commercial opportunities on the emerging platforms for TV that are giving people yet more ways to watch the TV they love."
In typhoon mode, Alps delivered a flurry of sapping body blows:
- History was made as UK TV impacts reached an all time high with a 3.9% increase in 2007.
- 2.25 billion TV ads watched every day.
- 16-24s and ABC1s experienced growth in impacts.
- Individuals watched eleven minutes more commercial TV than a decade ago.
Between rounds, Alps acknowledged that challenges remain.
"But TV has embraced new technologies and has a great future full of fantastic new ways for brands to reach audiences who – uniquely in media - can be as engaged with TV advertising as they are with the programmes."
Thinkbox is the television marketing body for the UK's seven main commercial broadcasters: Channel 4, Five, GMTV, ITV, Sky Media, Turner Media Innovations and Viacom Brand Solutions.
Data sourced from multiple origins; additional content by WARC staff