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Direct-to-consumer brands around the world embrace TV

28 October 2021

Booming online-born brands and online giants are placing their trust in TV
As TV investments surpass pre-pandemic levels around the world, newly released international figures showcase how both direct-to-consumer brands and online giants are increasingly embracing TV to get their message across.
The Global TV Group, the grouping of TV companies and sales houses’ trade bodies in Europe, the USA, Canada, Australia and Latin America, has released a new topical update of its Global TV Deck with figures from 15 markets across the globe.
The compendium shows how from 2015 to 2020 the total TV spend more than doubled for direct-to-consumer brands, companies that sell their product or service directly online to end customers without involving third-party retailers, wholesalers or other parts of the traditional consumer supply chain.
In this collection of charts, marketers will find, for example, figures showing that:
  • Digital-native, direct-to-consumer brands invested nearly $5 billion in U.S TV advertising during 2020, more than double what the category spent only four years ago.
  • Direct-to-consumer brands in France have increased their TV spend by a third from 2017 to 2020.
  • The number of direct-to-consumer brands advertising on Brazilian TV increased nearly ten-fold from 2016 to 2020.
  • Direct-to-consumer brands are already active on the German TV ad market which continues to grow, built on the success of over 200 companies utilising TV.
The collected data also reflects that FAAAM, which stands for Facebook, Apple, Amazon, Alphabet (Google's parent) and Microsoft, recognise TV as a valuable means of driving growth and use it more than ever to communicate.
Collectively, the five major tech companies would rank as the #1 TV spender in the U.S.  The data also shows that accumulated TV spend of the FAAAMs ranks them collectively as the second-largest advertiser in Germany and Canada, and among the three largest TV ad spenders in the UK.
The collected figures underline this rise in investments to be a reality in the different markets (such as France, Italy, Spain and more), with the tech giants consistently listed in the top 10 of largest TV advertisers.
As the giants branch out to other media, multiscreen TV provides them with the unmatched scale needed to grow their customer base. Updated figures from 27 markets, which are also gathered by The Global TV Group, demonstrate TV is particularly good at providing mass reach. These figures are also freely available here.
The Global TV Deck update can be downloaded on the Global TV Group website.
Sean Cunningham, President of The Global TV Group and CEO & President of the VAB:
In their DNA, DTC brands and major technology companies are data-driven and laser-focused on what will drive outcomes. It’s no surprise then that they are some of the biggest TV spenders globally as their investment continually enables them to meet and exceed full-funnel business KPIs.
Katty Roberfroid, Director General, egta:
“The meaningful insights gathered by the Global TV Group strikingly showcase that companies of all shapes and sizes embrace TV to catapult their brands to fame. Brands born on the internet and online giants alike put their trust and ad dollars in our medium - and this new compilation of industry-audited data allows us to look beyond our boundaries and see that this trend holds true across the globe.”
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.
Alain Beerens – Marketing & Communication Manager, egta
Phone: +32 2 290 31 38 - E-mail: [email protected]


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