UK quadplay operator TalkTalk is joining Thinkbox – the marketing body for commercial broadcasters in the UK – as an Associate Member. It joins Thinkbox’s other Associate Members, RTL Group, Virgin Media, London Live, Norway’s SBS Discovery and Australia’s ThinkTV.
Associate membership entails consultation and involvement across Thinkbox activities and with Thinkbox’s working groups.
Lindsey Clay, Thinkbox’s Chief Executive, said TalkTalk’s support and insight would help it continue to help advertisers in the UK and beyond get the very best out of all the new opportunities in commercial TV.
Tristia Harrison, Managing Director for Consumer, TalkTalk, said its TV business was growing from strength to strength. “We’re Britain’s fastest growing TV service in over a million homes. It’s an exciting time for our business and we’re pleased to be joining Thinkbox.”
Thinkbox’s shareholders are Channel 4, ITV, Sky Media, Turner Media Innovations and UKTV. Thinkbox represents over 90 per cent of the commercial TV market in the UK through its shareholders’ owned and partner channels.
Thinkbox recently published Payback 4, a new econometric study by Ebiquity that found TV advertising has consistently demonstrated the highest ROI of any form of advertising over a seven year period. And TV also delivers the most profit: an average return of £1.79 for every £1 invested during 2011-14, up from £1.70 for every £1 invested during 2008-11.
Total TV advertising revenue in the UK increased by 3.5 per cent in 2013 to reach a new record high of £4.63 billion. This is the fourth consecutive year that TV ad revenue has grown in the UK. The figures represent all the money invested by advertisers in commercial TV: linear spot and sponsorship, Broadcaster VoD, and product placement. TV advertising investment is forecast to grow again in 2014, boosted by the World Cup in Brazil. The Advertising Association/Warc predicts TV ad revenue to grow by 6 per cent in 2014.