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Why tv



We invite you to have a look at the number of interesting resources showcasing the power of TV as an advertising medium.

TV Glossary (by The Global TV Group)

The Glossary includes a comprehensive overview of definitions from the TV ecosystem. Its aim is to provide you with an extensive overview of frequently used international terminology in our TV ecosystem – offering a clear explanation for each of them – and making it easier for all players to understand, sell and buy television advertising.


The Global TV Deck (by The Global TV Group)

TV broadcasters and trade bodies from around the world joined forces again in 2020 to release the third edition of The Global TV Deck with figures demonstrating TV’s resilience and strength as an advertising medium. The Global TV Deck features figures from over 26 countries across the globe. It is designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights.  Major players in the TV industry are now continuing to exchange data and technical expertise to create this valuable databank for advertisers and remind them of the continuing importance of TV with recent global figures.


egta TV Charter. Raising the bar: towards a fully transparent, measurable and accountable TV/video ecosystem

egta and The Global TV Group adopt TV Charter which sets higher standards with regards to measurability, transparency of data and accountability than any other medium. The Charter was adopted by a vast majority of egta’s 155 member sales houses active in over 42 countries, as well as by notable industry trade bodies such as Screenforce (DE, AT, CH, FI, NL), Thinkbox (UK), ThinkTV (AU/CA) and the VAB (US) which comprise The Global TV Group. The set of simple principles aims to raise the bar with regards to measurability, transparency of data and accountability and defines first-time measurement standards for the entire TV industry. It serves as a reminder that TV’s premium environment – both on-air and online – already meets the legitimate demands from advertisers for brand safety, transparency and access to verified data, as outlined in the Global Media Charter, published by the World Federation of Advertisers in 2018.


The Global TV Group's website

The Global TV Group is an informal grouping of broadcasters’ and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, whose joint objective is to promote television and remind advertisers, journalists, tech gurus, agencies and industry peers about the effectiveness and popularity of TV. The many trade bodies comprising the group aim to move the industry forward and harmonise how we speak about TV with a unified voice and narrative. This is done:
  • By exchanging data and technical expertise to create The Global TV Deck, a valuable databank, designed to meet the needs of advertisers who are eager for transparent, reliable data and fresh insights. The deck features data from an initial 24 countries and covers topics such as TV’s reach, popularity, resilience, trust, impact, and effectiveness.
  • Secondly, by issuing press releases which address current topics and trends in the advertising industry. Recent releases include the importance of TV advertising to online businesses, global figures on the trustworthiness of television and more.
  • Finally, by widely supporting World Television Day, on 21st November through its network of members.



5 reasons TV works


Imagine for a moment that, as of tomorrow, your television set stopped working. What’s the first thing you’d miss? Your favourite drama series? Staying in touch with the news? Seeing your sports club in action?


Probably. But TV’s importance goes deeper than that. Television is a medium that improves the world, triggers imagination, raises curiosity, encourages education, gathers millions around common interests, builds strong brands and allows consumers to make educated buying decisions. TV advertising’s effectiveness relies on the medium’s strengths.


You can read more arguments about Why the World Loves TV at

egta also gathers and curates interesting articles about the evolution of television in a board accessible here:



TV has authority and is trustworthy

Today, information is everywhere. But television has a particular authority. If you see something on TV, you know that millions of others are also seeing it, and that it has been verified, produced and created by professionals. That’s why television remains the most popular and trusted platform for news, culture, sports and entertainment. Television is also known by professionals to be a medium with a solid and reliable audience measurement system.


  • Responsibility in advertising is a must for building and maintaining audience and viewer trust. Therefore, it is in the interests of the media to ensure that advertising is properly regulated. Television sales houses acknowledge the importance of a robust regulatory environment and, in parallel with co- and self-regulatory regimes, support fair and balanced legislation. Because of its large social impact, television is the most regulated sector within the media industry. This is why egta is at the forefront of efforts to comply with and enforce industry-wide standards for responsibility, based on clear, regulator-endorsed criteria.
  • Television audience measurement is well established and trusted throughout Europe, and our industry is thriving to evolve by applying the same measurement standards to all video content viewing on all digital platforms.


We invite you to have a look at our publications about the future of audience measurement:



TV reaches consumers and builds brands

Television ensures that consumers know about new products, services and concepts. It strengthens the position of existing brands and reassures consumers about the choices they make. Television is the most effective and efficient advertising medium.


You want to know how and why?


  • You may want to have a look at egtabites: every second week, egta gathers “ideas worth sharing” that showcase the best case studies for TV advertising and offer inspiring food for thought for sales houses and broadcasters.


  • We invite you to visit the websites of egta partners whose job it is to promote television on their national markets. These TV trade bodies have gathered compelling arguments to promote our medium.


TV creates communities

Great television programmes create communities around them. TV shows, live events and news make animated conversation for friends, family and colleagues. They bind people together and trigger reactions on social networks.


Some striking cases have been shared in the following selection of egtabites:


TV stimulates the economy

The global media sector – of which television is a major part – employs  millions of skilled workers across the world; over 1.2 million people are estimated to work in the audiovisual sector in the European Union alone*. In addition, the success of commercial television as an advertising medium generates revenue that can be reinvested in even more great programming for viewers.


WFA, the trade body representing advertisers, has also gathered facts about the value of advertising in our economy – see here.


TV embraces the digital age

Consumers now have more opportunities to enjoy television content than ever before. Viewers can watch on multiple screens and interact within fan communities and social platforms. The social television experience is completed with exclusive online content, pre-release of sequences before linear TV broadcast, digital video interviews, making of videos, backstage photos and many others.


Broadcasters all over Europe are innovating continuously to make consumers’ experience across multiple screens more fluid than ever before and to allow them access to content whenever and wherever they want.


If you want to read more about this topic, we invite you to have a look at the egta insight we published on Over-the-top television services: a European perspective.


* Source: EU Audiovisual Sectoral Social Dialogue Committee


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The reference centre for audiovisual advertising sales houses


egta is the Brussels-based trade association of television and radio sales houses that market the advertising space of both public and private broadcasters across Europe and beyond.

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