Global Entertainment and Media Outlook: 2008-2012

TV advertising

The television advertising market consists of advertiser spending on both terrestrial and multichannel television. It is distinct from advertising on mobile TV and advertising on TV Web sites, both of which are covered in the "Internet Advertising: Wired and Mobile" chapter. Net television advertising figures-consisting of spending minus agency commissions and discounts-are tracked in EMEA (Europe, Middle East, Africa), Asia Pacific, Latin America, and Canada. Advertising in the US and Russia is reported with agency commissions included, as is customary.

A sampling of global facts and forecasts:

• "The DVR household universe in the US more than doubled in 2007, with household penetration rising from 9.9 percent to 20.6 percent. However, less than half of DVR users actually skip ads in playback, and over the long run the DVR should have a positive impact on advertising."
• "In Canada, new high definition channels are crowding out specialty channels and cutting into specialty advertising growth."
• "Sustained economic growth and new channels will fuel terrestrial advertising in Latin America."