Questions included in the survey:

Market size questions

• How many households can receive addressable ads in your market? Please give answer as a % figure or in millions.
• On average, how many addressable spots does your sales house deliver per month? Or per year?
• Has there been an increase in this number year on year compared to 2021? Please give answer as a % figure.
• If possible, please indicate the % of addressable TV ad revenues vs the total TV ad revenues at a market level. If unavailable, please answer at a sales house level.

Sales house specific questions

• Which pricing method do you use to sell addressable ads? CPM, GRP, other?
• Which team in your sales house is responsible for selling addressable TV ads? (e.g. traditional sales, digital, other department)
• Would you say that addressable advertising is bringing new clients to your sales house?
• If so, what is the distribution of traditional TV buyers vs new clients who buy addressable ads? Please give answer as a % figure.
• Can you indicate the top 5 sectors who buy addressable advertising from you?
• How many of your addressable campaigns include a local or regional element? e.g. geo-targeting, indication of a discount for a given postcode, mention of a local reseller etc. Please give answer as a % figure.

Regulatory / technical questions

• From a legal point of view, are addressable campaigns allowed to mention the actual address of the client’s location?
• Are there any restrictions in your market on running addressable ads? (e.g. not allowed during prime time, other?)
• From a technical point of view, can you run several addressable spots within the same commercial break?