`Smarter' Ads on Digital TV
Within an ever-evolving digital market, coupled with a state of recession, the television industry faces greater competition, challenges and opportunities than ever before. This is a bite sized Thought Piece from Ipsos MediaCT.
Within an ever-evolving digital market, coupled with a state of recession, the television industry faces greater competition, challenges and opportunities than ever before. Advertisers continue to seek the most effective means of maximising ROI, prompting development of new innovations to further engage and more successfully target consumers via TV. We are committed to assisting the industry in understanding market changes and measuring the effectiveness of these innovations.
As the UK digital switchover continues to gather pace, September 2009 saw the landmark one-millionth home switched to digital-only TV services. Ofcom have reported that 23 million UK homes (90%) now access digital television at home, while 7 in 10 of all (primary and secondary) television sets are digitally enabled.
The popularity and accessibility of Freeview has been a key driver in the growth of digital TV ownership and has enabled large sections of the population to access digital television for a one-off fee. The successful launch of Freesat in May 2008 has now boosted free-to-view digital TV ownership to 40% of all UK households.
