Television income from advertising fell by 23% to €307m in the first six months of this year. Even though viewers were spending 6 more minutes a day watching TV, reports research firm Screen Force.
Companies pulled back on television campaigns in order to cut costs and because of the general uncertainty caused by the coronavirus crisis. ‘Demand virtually stopped,’ Marc Oosterhout, director of advertising agency N=5 told Dutch national broadcaster NOS.
News and actual topics programs were particularly well-watched in the first half of the year. On average, people spent 37 minutes a day watching news, a rise of 40%. Sport-based advertising, dropped as events were scrapped or postponed due to the Corona crisis.
‘Not all advertisements were stopped,” says Michel van der Voort, director of Screen Force. “For example, advertisements from the medical world, for home and garden equipment and from the government have been done a lot. The theme was ‘connectedness”’.
Radio advertising turnover also fell between 20% and 30%, but listener figures were up 10%. ‘That is the reverse of the trend of the past few years,’ Liedeweij Hentenaar, director of the Radio Advies Bureau, told NOS.