For decades, advertising strategy revolved around the television spot, the medium par excellence. Now, with the arrival of digital platforms , consumer habits are changing and we have to rethink the entire model. But has television advertising really died, or does it still make sense to allocate a large part of the budget to it? Let's see what the latest studies on content platforms and television advertising strategy tell us .
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How the advertising strategy on television is being updated
Content platforms and advertising strategy: what has changed
According to the latest household panel from the National Commission for Markets and Competition (CNMC), one in three connected households uses paid digital content platforms such as Netflix or HBO, which are characterized by having little or no advertising since they are financed through a monthly subscription.
Faced with this change in consumer habits, Spanish networks have reacted with systems such as Loves, a recently created content platform by Mediaset, Atresmedia and RTVE that allows viewers to watch a programme on a delayed basis up to a week after it has been broadcast.
For traditional networks, these platforms force them to compete for viewers' time and attention and to look for ways to differentiate themselves through programs more oriented towards local content, live broadcasts and in-house production.
But far from disappearing, television advertising remains of crucial importance, accounting for 40% of advertising investment (compared to 29% for the Internet). Even though consumption of streaming and content platforms is increasing, Spanish viewers still watch an average of 3 and a half hours of traditional television per day.
It seems that for now, television remains the reference medium . In fact, according to the report Uteca 20 years: Living history of television , prepared by the CNMC for the Union of Associated Commercial Televisions, in the last three years traditional free-to-air television has achieved in a single day the same coverage as the five largest digital platforms (Netflix, HBO, Amazon Prime Video, Sky TV and Huawei Video) do over the course of a month.
