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Future of TV Advertising Global 2024: How to grow TV ad revenue overall

News Analysis 19 Dec 2024 Rob Gallagher Matthew Bailey Juan Villegas Thomas Thomson

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This research note uses exclusive Omdia data and analysis to contextualise the key points discussed at the Future of TV Advertising Global conference held in London, the UK on December 10-11, 2024

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Summary

While revenue from connected TV (CTV) advertising is growing rapidly, it’s yet to offset traditional TV’s decline in many markets. At December’s Future of TV Advertising Global (FTVAG) conference in London, executives across the advertising value chain discussed solutions to this fundamental challenge – including the radical option of partnering with YouTube.

Total TV ad revenue will grow overall – but not for all equally

Advertising revenue from broadcast-based linear TV peaked in Western Europe in 2008 and has declined overall since then, as first audiences and then advertisers increasingly turned to online alternatives, as Figure 1 highlights.

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The Analyst Team

Rob Gallagher

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Chief Analyst, Consumer Technologies & Services

With over 25 years of experience analyzing consumer technologies and services, Rob specializes in identifying opportunities at the intersections and gaps between media, big tech, and consumer electronics markets. He regularly advises clients across the value chain, including media firms, tech giants, device makers, network operators, infrastructure vendors, investors, and regulators.

Rob began his career in 2000 as a journalist covering internet access, e-commerce, and digital media. Since joining the company that is now Omdia in 2003, he has played a key role in expanding the company’s coverage of innovative consumer services and technologies. Rob’s achievements include devising and launching several research services and leading complex consulting projects.

Matthew Bailey

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Senior Principal Analyst, Advertising

Matthew Bailey leads Omdia’s advertising research, covering the global digital and traditional media advertising sectors. Matthew’s research focuses on the ad operations of big tech players, TV broadcaster advertising strategies, ad-supported online video (AVOD/FAST), retail media, and the evolving connected TV advertising landscape.

He also has expertise in—and produces research into—the broader media, entertainment, and technology industry, including OTT video, digital publishing, social media, video games, and consumer platforms and devices.

Prior to joining Omdia, formerly Ovum, in 2015, Matthew worked as a senior research analyst at MarketLine. He holds a degree in English language and literature from the University of Leeds.

Juan Villegas

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Research Analyst

As part of the media and entertainment team, Juan’s main areas of research are TV & Online Video, covering the Latin American markets.

Juan joined Omdia in July 2021 after two years working at Futuresource Consulting as a research analyst in the Home Electronics team covering devices such as TV sets, media streamers, and home video players. Before entering the market research industry, he worked in the corporate communications sector and politics in his native Venezuela along with freelance content contributions in the music business. Juan holds a licentiate degree in sociology from Andres Bello Catholic University in Venezuela and a master’s degree in marketing from the University of Manchester, UK.

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Future of TV Advertising Global 2024: How to grow TV ad revenue overall