UK BVOD advertising: on-demand in demand
- Publisher Enders Analysis.
- Publish Date October 10, 2019
- Sector Media, Telecom, TV, UK Media.
- Company

Broadcaster video on demand (BVOD) advertising is in demand with an £89m rise in 2018 spend to £391m, and is predicted to double within the next six years
The rise of on-demand viewing has created a scaled advertising proposition with a strong 16-34 profile – a relief for both broadcasters and advertisers, given the long-term decline in linear TV impacts for younger audiences
Big challenges remain: linear TV ad loads look excessive in on-demand, BVOD CPTs can be off-puttingly high, and measurement is still unresolved. BVOD is a welcome bright spot which faces online video competition head-on, but it won’t be able to turn broadcasters’ fortunes around alone
Contents
BVOD advertising market: overview
The sell side: the advertising proposition
The buy side: the rationale for using BVOD advertising
How BVOD is traded
BVOD within the wider online video advertising market
Broadcaster challenges
- Wider collaboration on metrics and audience measurement
- Media audits, CPTs and ROI
- Business philosophy
- Unsold inventory
Forecasts for BVOD advertising
- BVOD advertising demand
Conclusions
List of charts/tables
Figure 1. BVOD and online video ad revenues (£m)
Figure 2. Total broadcaster inventories
Figure 3. TV advertising sales houses – BVOD propositions
Figure 4. Campaign reach (1+ %) at given budget levels, 16-34s, 2013 v. 2018
Figure 5. TV and BVOD age profiles (claimed use)
Figure 6. Example adult CPTs/CPMs by ad format, 2018 (£)
Figure 7. BVOD viewing forecasts (mins/person/day)
Figure 8: BVOD advertising expenditure forecasts (£m)