Giving BVOD the airtime it deserves: Exploring return on demand

Dom Charles and Jane Christian

Research by Wavemaker, Mediacom and Thinkbox into the effectiveness of broadcaster video on-demand advertising.

Broadcaster video on-demand (BVOD) is a significant part of people’s video consumption, accounting for 6% of all video viewing. And that is heavily reflected in the amount of ad spend into the channel. According to forecasts from AA/ WARC, around £807m is anticipated to be spent in BVOD in 2022.

To put that into perspective, that’s more than the entirety of spend in radio. It’s almost three times more than the expected spend for cinema (£282m). Moreover, it’s growing. BVOD investment is predicted to be one of the fastest-growing channels in 2023.

However, despite the amount...

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