Can AI lead Europe’s TV landscape into the future of advertising?

The study brings together data from national and international TV channels on various platforms in 35 countries around the world, both for traditional television and for the digital sector. Therefore, serial television is still important for consumers. According to the results, 53 percent of Europeans turn on the serial program first when they turn on the television. In general, people continue to watch a lot of television. In 2023, the total average daily viewing time (linear and digital television) was 3 hours and 13 minutes in Europe. This steady consumer behavior is primarily due to the growth of the digital sector. While the new CTV platforms have fought for a large portion of the viewing time, broadcasters are trying to keep up with their share. They have successfully positioned their own digital offerings with Broadcaster Video-on-Demand (BVOD). The use of BVOD among Europeans has increased by 10 percentage points in the last three years. The world of TV is constantly merging and creating collaborations.

The study has a particular focus on the use of artificial intelligence (AI) for advertising across the entire TV landscape. According to the researchers, AI would offer a powerful solution to use the full potential of TV in all stages of the advertising process – both in linear and digital television. When it comes to use cases, RTL is still vague. In the future, AI could be used in content creation or content distribution. AI could play an increasingly important role in media planning in the future, for example by using a data-driven approach to ensure appropriate attention is paid to TV and online video based on current data on the distribution of target groups. The broadcaster is convinced of the possibilities of AI. “At RTL Ad Alliance we see a future in which TV is 100 percent digital and ad-supported,” said Aurélie Brunet de Courssou, Marketing Director at RTL Ad Alliance. “Using technology, we are actively working towards this goal. ”

Takeaways