The value of television
Advertising
nt
ie
n
e
v
n
o
c
The in bout
truth a mercials
TV Com
Advertising
Free-to-air
broadcasting
is free…
…because it
is financed by
advertising.
RTL Group
45, boulevard Pierre Frieden
1543 Luxembourg
Luxembourg
T: + 352 2486 5201
F: + 352 2486 5139
www.RTLGroup.com
Status: 1 February 2010
2
RTL Group
The inconvenient truth about TV commercials
Adv
ert
pay ising
s
advertising
Drives
businesses −
and TV is one
of the most
efficient fuels.
RTL Group
3
Advertising
Enjoy
the
break
Photos: Deutsche Telekom
PAge 14
4
RTL Group
The inconvenient truth about TV commercials
Contents
6 CEO statement
8 Free-to-air: how TV channels safeguard quality content for all
10 The leading medium: how TV advertising works
14Enjoy the break: effective commercials make great entertainment
18 Regulation: why ad bans don’t necessarily protect consumers
24Double vision: how TV and internet complement each other
28 what next? Six rules for watching TV in the future
30 Facts & figures: commercial breaks, advertisers and products
32 Spots, crawls and split screens: the diversity of ad formats
RTL Group
5
Advertising
Chief
Executive’s
statement
TV will continue to be the lead medium for a long
time to come − not only for viewers, but also for advertisers.
This brochure explains how and why.
I’m sure you’ve heard it before – and maybe you’ve even said it yourself:
TV commercial breaks are when people leave the room, or change
channel, right?
And yet, each day, over 200 million viewers all over Europe watch
RTL Group’s free-TV channels, which are financed by advertising. Each
day, our channels air more than 11,000 commercials, booked and paid
for by hundreds of different advertisers.
How can this be? The truth is simple: efficient TV advertising is often
excellent entertainment. Commercials work when they tell interesting
stories, appeal to our emotions, inform and surprise − in short: when they
are just good television. And viewers understand that great TV content
has its price − talent shows and coaching formats, news and sporting
events, reality and fiction series. In the case of free-TV, the price is paid
not in money, but in attention.
In fact, the popularity of TV has always raised concerns from many
politicians and regulators. Despite improvements to the new European TV
6
RTL Group
The inconvenient truth about TV commercials
Gerhard Zeiler
Chief Executive Officer
directive, broadcasters still have to deal with excessive regulation.
Regu­­lation that tells us − unlike other media − precisely how much, and
when advertising may be shown. As if responsible citizens exist among
other media users, but not among TV viewers.
Legislators are also increasingly considering advertising bans or complex
restrictions on entire groups of legal products. We clearly see the impor­tance of severe problems such as obesity, excessive drinking or dangerous
driving, and address them in our programmes, but to blame advertising is
nothing but populist. Advertising restrictions won’t solve these problems.
In recent months, it has become clear that in an economic downturn,
people watch more TV. That’s the first piece of good news for us. The
second is that without TV there can be no growth through advertising. TV is
still the best medium for reaching a mass audience − especially in the digital
media world with its many distribution channels and small target audiences.
Here’s your chance to make up your own mind... happy reading!
Gerhard Zeiler
RTL Group
7
Advertising
1.
Free-to-air
broadcaster takes
a risk when investing in programming
− such as news,
drama, factual
entertainment,
sports rights and
big entertainment
shows.
2.
Watch and enjoy:
Broadcaster airs this
programming so people
can watch for free.
The
virtuous
circle
5.
The more revenue
the broadcaster
generates, the more
money it can invest
in even more attractive programming.
Back to number 1.
8
RTL Group
Once a new programme
has become an audience
favourite, the broadcaster
and the production company
can use the ‘format’s brand’
to generate additional
revenue streams.
The inconvenient truth about TV commercials
Shows also become
available free online
for a certain period of time
once they have been
shown on regular TV − so
viewers can ‘catch-up’
with their favourite show
any time, anywhere.
3.
The broadcaster offers
advertisers slots during
the programming, for
which the advertiser
pays, the price depending generally on the
number and demographic of the people
who watch.
But there are also pay
options, either for
selecting archived
shows and films or for
watching episodes before
they are broadcast.
Photos: iStockphoto, Sony BMG, Picture-Alliance/DPA
TV appeals to people’s emotions, and that’s what
advertisers also wish to appeal to. So TV and
advertising is a happy marriage, and the offspring of
that marriage is free-to-air broadcasting.
Here is how it all works.
4.
The more people watch,
the more money the
broadcaster receives.
RTL Group
9
Advertising
We have seen
the future of
advertising
and...
10
RTL Group
The inconvenient truth about TV commercials
Remember when people said the internet would be the death of print? But
who wouldn’t want a share of Amazon’s book trade? People also insisted
that the internet would mean the end of writing. But indeed, we’ve witnessed an enormous and democratic proliferation of words in blogs, tweets,
customer reviews and online communities. Internet killing off postal
services? We refer to Amazon again, or Ebay. In the same way, pundits
fairly routinely predict the death of the television commercial in the face of
internet competition. But hey, we’ve all seen what happens to the pundit’s
view. And the indications are that they are talking nonsense − again.
...it
still comes in a box
Of course TV advertising will change in format and content – as it has
since it began – and as you’ll see on pages 24 to 27, it works very well
with the internet. But it will be a long, long while before consumer
businesses risk removing television from their advertising budgets, if
indeed, they ever do. TV is the leading medium, and people’s third main
activity behind sleeping and working. Television remains one of the most
effective and efficient advertising media. Sales still sky rocket with a
well-made TV campaign – and growing businesses also create new jobs.
The average western European supermarket group launches about
26,000 new or seasonal products a year. Marketers crave attention for
these products, and they know how to get it. They choose television.
RTL Group
11
Advertising
Let’s look at some of the
reasons why TV is still
king of the advertisers.
TV is part of everyday life
97 per cent of European households own a television and it plays a
central role in most people’s lives.
TV is a true mass medium
TV viewing is on the increase almost all over the world and is the most
efficient form of communication with the mass populace. In Europe,
people spend an average of 227 minutes a day viewing.
TV addresses the emotions
It’s a stimulating feast of moving images and sound. Added to that, people
watch it when they are relaxed, with their barriers lowered. This isn’t just
opinion – many neuroscience studies demonstrate that the parts of the brain
most stimulated by TV are those relating to emotion and long-term memory.
TV is the most persuasive
TV reaches many people in a short space of time, and TV ads also offer
people a common viewing theme to talk about. In a 2008 Nielsen survey
69.9 per cent of people said TV advertising was the most persuasive,
compared to 9.5 per cent for newspapers and 5.1 per cent for the internet.
If you see it on the television screen, you have “seen with your own eyes”.
Price Waterhouse Coopers’ Payback study supports this by showing that on
average, TV ads paid back 4.55 times in increased sales, 30 per cent
more than press ads, the only other medium to show consistent payback.
12
RTL Group
The inconvenient truth about TV commercials
TV advertising − any time, Any place, Anywhere
Interestingly, new technology makes entertaining TV ads all the more
powerful as people can now watch or download them at the click
of a mouse, mail them across the world and blog about them online.
TV allows to measure return on investment
TV is the most measured medium and offers the most accurate data.
This research provides a currency for buyers and sellers and generates
a degree of trust. The measurement even extends now to establishing
which TV channels are most effective for ads − a new study devised by
RTL Belgium in cooperation with US statisticians eliminates a number
of different variables to prove that the same message can have different
impacts depending on where it is screened.
TV strengthens the performance of other media
It establishes the central concept of a major campaign which then
resonates through other media.
TV allows precise targeting
Advertisers can pinpoint demographic and geographic groups quite
precisely. And again, new technology makes this all the more powerful,
with niche channels allowing even more precision.
TV offers flexibility as well
With a multitude of channels, advertisers can place their campaign in
many formats in many different programmes, to best meet their goals.
RTL Group
13
Advertising
That’s
advert-ainment
Television adverts often make great entertainment, and
play to people’s emotions. And when people enjoy the ads,
they keep watching, the ads become a talking point and
they create brand loyalty. Whether they are edgy car ads,
comedy beer ads, or a series of coffee or cooking ads
like a TV series in their own right, people like talking about
them, sometimes even for years after they stop showing.
So, are entertaining ads effective ads?
The latest research seems to think so...The recent IPA book, Marketing in the
Era of Accountability, is a rigorous analysis of advertising effectiveness. Its
findings include: “The most effective campaigns are those that rely primarily
on emotional rather than rational models.” And: “Emotionally based campaigns... outperform rational campaigns on every single business measure.”
Recent though the research may be, it isn’t news to the ad makers
of yesteryear. Way back in the 1970s, Martin Boase, founder of agency
BMP, said: “We believe that if you’re going to invite yourself into
someone’s living room, you have a duty not to shout at them or bore
them or insult their intelligence. On the other hand, if you’re a charming
guest, and you entertain them or amuse them or tell them something
interesting, then they may like you a bit better.”
14
RTL Group
The inconvenient truth about TV commercials
Alternatively, we can get today’s view, from Martin Krapf, CEO of IP
Deutschland, RTL Group’s German ad sales unit: “TV is a mass medium
that makes an emotional appeal to several human senses simultaneously.
No other medium can do this. What’s more, cognitive research on
Deutschland sucht den Superstar (Idols) shows that the deep emotional
involvement of the audience in the programme reinforces the impact of
the ads shown during it.”
It stands to reason, doesn’t it?
Our decisions are influenced predominantly by emotion. The best TV ads
aren’t those with a specific message they’d like us to remember, they’re
those that make us feel good about a brand. Take a look at the panels on
recent Deutsche Telekom and Cadbury ads.
Deutsche Telekom
Photos: Deutsche Telekom
See more: youtube.com
Paul Potts auditioning on the hit show Britain’s Got Talent was used
to represent Deutsche Telekom’s brand promise ‘Life is for sharing.’
The moving footage of Paul realising a dream touched everyone’s hearts
and made for a campaign that people wanted to see time and time again.
By entertaining and engaging your audience, you can effectively create
interest and loyalty for your brand.
RTL Group
15
Advertising
Cadbury
See more: youtube.com
What has a gorilla
drumming to a Phil
Collins song got to do
with chocolate…?
… it doesn’t really matter
The commercial was a monster hit with the British public, and
having been uploaded to YouTube shortly after it first aired in 2007,
was viewed over 500,000 times in the first week. As it had everybody
talking about Cadbury, it certainly helped to reinvigorate the brand.
What’s more, Cadbury reported revenue growth of 5 per cent
for 2007, with their annual report attributing the growth directly to
a combination of a product relaunch and the gorilla campaign.
16
RTL Group
Photos: Cadbury
The inconvenient truth about TV commercials
Still not convinced?
Well, think of all those car commercials that put a smile on everyone’s
face, even though we’ve seen them so many times. They entertain,
amuse and often become a great talking point among friends and work
colleagues. They’re the water cooler conversation every soap and sitcom
creator dreams of.
That’s the strength of TV advertising: it can be used to invent stories,
to entertain, and ultimately, to make products more attractive. And it looks
like television − whether on big screen, small screen, split screen or
tiny screen − will be the place to tell these stories for some time to come.
RTL Group
17
Advertising
The
regulation
industry
In these bureaucratic times, it seems any of society’s ills can be addressed by forming a committee, creating a regulation or setting a target.
Trouble is, seemingly well-meaning regulations can backfire. Give
hospitals efficiency targets and they might concentrate on the easy cases
rather than the serious ones. And school league tables of exam results,
supposedly designed to offer parents choices, often mean the marginal
child who might not pass, doesn’t get entered for the important exam, so
as not to harm the school’s percentage rate.
In our own business, TV advertising is one of the most heavily regulated
areas in media, and by far the most heavily regulated form of commercial
communication in Europe. Perhaps this shows the power of television?
But perhaps it also underestimates the intelligence and responsibility of
viewers who, with the remote control in their hand, decide within fractions
of a second whether or not shows or commercials appeal to them. Here
we offer a selection of opinions or findings, as a little food for thought.
18
RTL Group
The inconvenient truth about TV commercials
In May 2008, the German news magazine Der Spiegel reported about strict
rules on advertising planned on the European level:
“F rom breakfast cereals to Coca-Cola, everything is
clas­­si­­­­­­­­­­fied into whether it is good or bad for people.
Apparently, people are no longer allowed to decide
for themselves... Now the ‘moral bullying’, says liberal
MEP Holger Krahmer, has reached what is perhaps
Europe’s most sensitive and most important industrial
product – the car.”
The article describes proposals that would require every ad, every
poster, and every TV spot to state the fuel consumption and CO 2
emissions of the advertised car in large and clear letters. Meanwhile,
any reference to fun and sportiness would be taboo.
Selections from the Television Opinion Monitor study in the UK
by Ipsos Mori for Clearcast:
advertising is cited as only the 9th most important factor in
influencing under-age drinking. 74 per cent of respondents said
they didn’t think a ban on TV advertising would have any influence
on under-age drinking.
•T
V advertising is seen as only the 13th most likely factor cau­s ing
childhood obesity. 87 per cent of respondents think advertising
restrictions will have little or no effect on childhood obesity.
• TV
“W ithin a few months of HFSS (high fat, sodium or sugar
content) ads being banned from children’s programming
in the UK, the British regulator Ofcom sent a message to
broadcasters complaining about the scarcity of original
children’s programming being created. Where do they
think the money comes from?” David Brennan, Thinkbox
RTL Group
19
Advertising
Taken from UK supermarket chain Sainsbury’s responses to Ofcom’s
consultation on TV advertising of food and drink to children:
2005, we spent £7 million advertising fruit and vegetables on
television. It would be unfortunate if any curbing of (food)
advertising limited consumer exposure to advertisements... promoting
consumption of healthier products.
•H
ow will HFSS products be defined − would an avocado fall into the
HFSS category?
•A
policy based on self-regulation... driven by customer demand − will
produce more innovative ways to help consumers make healthier
choices... Conversely, more regulation could have the opposite effect.
• In
On the same topic, Christine Albanel, the former French Minister for
Culture and Communication, said in an interview with the French newspaper
Les Echos in June 2008:
“F ood advertising... is strongly involved in funding youth programming,
specifically animation, which constitutes one of our strengths. Youth
channels... would be on the verge of bankruptcy if we banned them
from running these kind of campaigns. Producers would stop producing
animation and would turn to, say, home shopping. The results of this
kind of policy can be seen very clearly in the UK: as soon as food
advertising was banned in youth-oriented programmes, animation
disappeared from the screens − and yet that did not solve the problem
of obesity among children.”
20
RTL Group
Photo: Laif/Davide Lanzilao
The inconvenient truth about TV commercials
“The aim for Europe’s audiovisual content
industry is to flourish under one of the
most modern and flexible set of rules in
the world.”
“We also must accept that we are in
a single market where disproportionate
rules, like some advertising bans,
are problematic.”
Viviane Reding, European Commissioner for Information Society and Media, on advertising regulation in Dec 2005 and Sept 2007
RTL Group
21
Advertising
!
CAUTION
This may
be an
advertisement
22
RTL Group
The inconvenient truth about TV commercials
European Union
regulations on TV
The main EU legislation, Television Without Frontiers, dates
from 1989 and has recently been updated by the European
Audiovisual Media Services Directive (AVMSD) which
modernises the legislation and extends it to what is known
as ‘pull content’ – that is, content such as video on
demand, where transmission time is chosen by the viewer
rather than scheduled by the broadcaster.
The initial legislation covers areas such as:
• which
country’s laws should apply and in which circumstances
rules for advertising, sponsorship and teleshopping
covering areas such as discrimination, protection of minors, and
rules for products like alcohol, medicines and tobacco
• quantitative rules covering the amount and timing of adverts
• universal access to major events
• q ualitative
The revised directive now takes into account new technology and new
practices, adding minimum principles for ‘on demand’ content, such as the
qualitative rules for advertising, identifying the media service provider
and identifying which parts of the content are commercial communications.
Key stipulations include:
•a
maximum of 12 minutes’ advertising an hour
news and children’s programmes may be interrupted
once for each scheduled period of at least 30 minutes
• no advertising or teleshopping during religious services
•n
otification of product placement, with appropriate consumer
information and editorial independence
• f ilms,
RTL Group
23
Advertising
TV
&
INTERNET
More
Freedom
for
Advertisers...
“W hat TV shall I
catch up on today?”
24
RTL Group
The inconvenient truth about TV commercials
...means more
choice for Viewers
With many more television channels, new platforms for distributing TV
content, and more ways to address increasingly specific target groups,
digitisation is changing the way people watch TV. What’s more, the
opportunities for effective TV advertising have never been greater.
Photos: iStockphoto
Viewers can watch what they want, when they want, how they want – and
that suits today’s busy lifestyles. Actually, it’s leading to an overall
increase in TV consumption – though it’s no longer just via the traditional
TV set. With video on demand, catch-up TV and mobile TV, people can
exercise more choice. For RTL Group, it’s an opportunity to diversify.
For our advertisers, it offers a whole host of new ways to speak directly
to potential customers.
“Ten minutes until the train −
just time to watch the news.”
RTL Group
25
Advertising
So let’s take a look at some of these new
opportunities…
Catch up with catch-up
Online video on demand, or catch-up TV, seems to be viewed over and
above scheduled broadcast viewing, which itself is still on the increase.
Significantly, it is to the websites of the established broadcasters that
people flock when they want to catch a show they missed. Importantly,
viewers accept – expect, even – advertising with their catch-up TV.
Watching the ads is their part of the deal for getting their favourite shows
when and where they want. As a taster of what is possible, M6 Replay,
the catch-up TV service of M6 in France, attracts 1.7 million unique
visitors a month and offers advertisers 10 to 70-second spots in its
programmes, including the interactive option of click-throughs. Incredibly,
the rate of clicks on its advertising spots are between 10 and 30
times greater than for classic internet display ads. And first studies also
indicate the strong impact of ads on M6 Replay, which offers the highest
level of memorisation of advertising messages on the internet.
Make the most of double vision
If you’ve got teenage kids you’ll know exactly how TV viewing can be
increasing while internet use is also on the up. Quite simply, they’re
happening at the same time. With broadband penetration rising as quickly
as laptop sales, many more people are going for the two-screen experience
26
RTL Group
The inconvenient truth about TV commercials
Photo: Getty Images
“O ne eye on this, one eye
on the TV screen − that’s
the way I watch today.”
– watching TV while using the laptop. Think of the possible scenarios:
bet online while watching the match or race; discuss the talent show with
friends on Facebook, while you’re watching it; look up more detail on
the historical drama or travel show you’re watching; and here’s the big
one – see the TV ad, compare prices online, buy the product before the ad
break has even finished. It’s happening, right now, in a living room near you.
Now TV is on the move
With mobile TV, you can tune into your favourite shows or specially made
bulletins while you’re out and about. It’s early days for mobile TV
advertising, but IP Deutschland has already integrated a L’Oreal men’s
cosmetics ad into an N-TV news podcast, which was downloaded
367,000 times − and generally 68 per cent of N-TV news users are men.
This is all a new frontier for TV broadcasters and their advertising
customers. We’re still learning about how the public responds to adverts
on these new formats. But what’s already clear is that viewers accept
advertising as an integral part of their viewing experience. And as viewing
numbers increase, so will interest from advertisers. So the internet
certainly isn’t the final frontier for TV advertising.
RTL Group
27
We zapped, we zipped,
what
next
?
What will happen to TV advertising in an age when viewers
can not only zap from channel to channel at will,
but also zip quickly through ad breaks on their personal video
recorders (PVRs)? David Brennan of Thinkbox, the television
marketing body for the main UK commercial broadcasters,
shared some of his research with us. David often refers
to what he likes to call the ‘contract’ between consumers and
TV companies:
“Consumers have always been surprisingly tolerant
of TV advertising,” he says, “they understand that TV offers
them great content but it doesn’t come for free.
It’s the advertising that makes it possible.”
So with the help of David’s research, we thought we’d add
a few new clauses to ‘the viewing contract’.
28
RTL Group
Contract
We, the television company will provide you, the viewer,
with news, sport, music, drama, comedy, educational programming,
chat shows, talent shows and general entertainment. We will fund
this by interspersing this content with commercial breaks.
Here are six reasons why we may need to
update the contract for the 21st century.
1.I f you choose to watch a TV programme at a time other than its
scheduled broadcast, you may still watch the ads at normal speed −
nearly half of people still do.
2. E ven though you have new viewing gadgets, you may find advertising
has more impact on you − the impact of commercials on homes
with a digital television recorder has risen 5 per cent, and average
viewing time has risen by 20 minutes a day.
3. Even
if you fast forward through the ads (this happens to around
5 per cent of ad breaks in digital recorder homes) you may still take
them in, and you may even wish to return to the ad − research
shows that people use their video recorder to re-run ads or go back
to the ad break. And ads viewed in fast forward are still recalled at
around two-thirds of the level as when seen at normal speed.
4. Y ou may zap between channels during a break − it happens 3 per cent
of the time – but actually, you may end up seeing more ads as a result.
5. You
may scan the electronic programme guide during ad breaks −
it happens 2 per cent of the time – but the ads are still on in the
background.
6. If you are one of the 85 per cent of viewers who still watch TV at its
scheduled broadcast time, you may still, as always, leave the room
during the ad break − though this happens only 5 per cent of the time.
Sources of information: Thinkbox
RTL Group
29
Facts
Figures
&
30 seconds
of airtime during that 2008
Superbowl would have cost you
$2.7 million ...
103.7
million
people saw the highest-rated
commercial minute of all time,
for Victoria’s Secret
in the 2008 Superbowl.
Source: Nielsen, 2008
30
RTL Group
Source: CNN
...but if you’d chosen a 1941 baseball
game, like watchmaker Bulova
did in reportedly the first ever TV ad,
you’d have been charged
4
Dollars
Source: Bulova
ONE
THOUSANd
days
If you watched end-to-end all the TV
spots aired in Germany in 2007, you’d
be watching for 1,000 days. Enjoy.
**************
THE LONGEST
COMmERCIAL
ever is the Non Stop Fernando
ad by Emirates Airlines,
at 14 hours and 40 minutes −
running for the whole non-stop
flight from Dubai to Sao Paolo.
Source: Emirates
85
%
of Germans, when asked
where they could
spontaneously recall seeing a
recent advertising campaign,
replied: “on television”.
Source: Forsa, Germany, April 2008
Ninety-Seven
per cent
of EU households have
at least one television set.
Free-TV is available
in each and every one of
these households.
Source: ACT, Association of
Commercial Television in Europe
Spain
UK
Germany
France
Italy
Total
TV advertisers 2008
4,311
3,520
1,733
2,153
1,502
13,219
Photos: Picture-Alliance/DPA (left), iStockphoto
The chart below shows the number of different companies advertising
on TV in 2008, and the number of different products they promoted, in
Europe’s five leading TV markets.
TV products 2008
13,517
8,832
6,528
7,930
4,675
41,482
Sources: Spain/Italy: Adex Nielsen; UK/Germany: Nielsen Media Research;
France: TNS Media Intelligence
RTL Group
31
Advertising
Formats
are the
new
creativity
Television offers a huge array of new ways to advertise products –
and advertisers seem to be showing a real appetite for them.
Creative new advertising formats are demonstrating high recall
rates, which suits broadcasters and advertisers alike. For the
advertiser it means products can really stand out from the crowd
and achieve a strong presence, and at a range of budgets, too.
Here’s a quick summary of the formats.
S ponsorship formats
Here, a product or brand is linked to a programme or part of a
programme such as the trailer.
E vents
The advertiser partners the TV company in presenting a special event such
as an exhibition, awards ceremony or sporting event, or is linked with TV
output relating to a special day such as Mothers’ Day or Valentine’s Day.
32
RTL Group
The inconvenient truth about TV commercials
P roduct placement
A product or logo is used in a show. This is already commonplace in
US TV series and movies, while in Europe, new regulations allow product
placement, with complex conditions attached.
Split
screen
A commercial spot is broadcast in one part of the screen while the
programme is displayed in another. This works well during the
transition between programmes and reduces the likelihood of people
changing channels.
ews countdown
N
Shortly before the news a split screen is inserted at the end of the
commercial break showing the seconds countdown for the start of the
news programme.
S ingle spot
A full screen spot, aired as the only spot during an ad break and
supported by a special advertising separator.
S pot premiere
This is a ‘classic’ spot for the first time on TV with a special advertising
separator.
C rawl
A message, often in text form, running along the lower edge of the screen.
Skyscraper
An advert that runs through the screen in the form of a column, showing
the logo or product itself.
RTL Group
33
Advertising
RTL Group’s
Multinational reach
With 45 television channels and 31 radio stations in 11 countries,
RTL Group is the leading European entertainment network.
Each day, over 200 million viewers all over Europe watch RTL Group’s
television channels, which include the families of channels clustered
around the flagships RTL Television in Germany, M6 in France, RTL 4 in
the Netherlands, RTL-TVI in Belgium, and the young Five family in the UK.
The company also has broadcasting operations in Hungary (RTL Klub),
Russia (Ren TV), Croatia (RTL Televizija) and Greece (Alpha TV).
Our ad sales units work closely with advertisers and agencies to help
them gain the best possible value. We offer easy-to-use tools for ad
booking, easy access, and − above all − expertise in planning and
executing promotions in their respective advertising markets. We also
carry out research into the impact of advertising, compiling numerous
reports and practical case studies to highlight the power of television
and the strength of our channels and format brands.
34
RTL Group
The inconvenient truth about TV commercials
IP France
France
+33 1 56 69 40 00
www.ip-france.fr
Atres Advertising
Spain
+34 91 623 05 00
www.atresadvertising.com
IP Belgique
Belgium
+32 2 679 52 11
www.ipb.be
Five Sales
UK
+44 20 7550 5555
http://about.five.tv/sales
IP Luxembourg
Luxembourg
+352 44 70 70 1
www.ipl.lu
RTL Nederland
The Netherlands
+31 35 711 3838
www.rtl.nl
R Time Media
Hungary
+36 1 382-8501
www.r-time.hu
RTL Televizija
Croatia
+385 1 3660 000
www.rtl.hr
M6 Publicité
France
+33 1 41 92 66 66
www.m6pub.fr
IP Multimedia
Switzerland
+41 44 914 92 00
www.ipm.ch
IP Network
Luxembourg
+352 42 142 4721
www.ip-network.com
IP Deutschland
Germany
+49 221 5886 0
www.ip-deutschland.de
IP Oesterreich
Austria
+43 1 367 80 40
www.ip-oesterreich.at
Alpha TV
Greece
+30 212 212 4000
www.alphatv.gr
RTL Group
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