New research from Discovery Networks and the Future Foundation has revealed the power and resilience of television advertising with audiences in Central Eastern Europe, Middle East and Africa (CEEMEA).
Regionally, television continues to be the dominant media platform. Over 50% of CEEMEA consumers watch at least 3 hours of television every day, with 1 in 6 watching over 5 hours per day despite the surge in ownership of connected devices, a rapid increase in time spent online and a trend towards multi-screen viewing.
Manwhile, than 70% of consumers agree that TV quality would be compromised without advertising, rising to over 80% in Romania and South Africa. In their view, the future belongs to quality, personalised and multi-screen advertising that allows for deeper conversations between consumers and brands.
“In the multi-screen world, TV remains a very dominant part of the media mix,” comments Dorota Zurkowska-Bytner, VP Ad Sales Development, Discovery Networks CEEMEA. “Research shows that viewers clearly understand the funding relationship between advertising and content, and are open to new ad formats. So there are many reasons to be positive about the future of TV advertising, as we see the evolution of a savvy viewing audience who will reward engaging and relevant advertising content, and use the multiple devices at their fingertips to enter even deeper brand conversations.”
The full report can be downloaded from Discovery Networks CEEMEA’s dedicated website www.discoveryinsights.com.