LONDON — While analyst data continues to point to a downturn in TV activity and an up-tick in cord-cutting in the US, over in the\u00a0UK television is barely in a death spiral at all.<\/p>\n
There are many reasons for that – for one,\u00a0quality content and attractive online services\u00a0are proving so popular that the BBC is moving one of its linear channels entirely to online.<\/p>\n
But the TV advertising set-up, too, is effective enough to be considered a template for the rest of the world, according to\u00a0the EMEA president for Omnicom’s OMD agency,\u00a0Nikki\u00a0Mendon\u00e7a<\/a>.<\/p>\n “Specifically Channel 4 and\u00a0ITV are hugely, hugely innovative,” she tells Beet.TV in this video interview. “We\u2019re doing some fantastic things with them at the moment …\u00a0they\u2019re developing more of a lean-in attitude that will pay dividends.<\/p>\n “We\u2019ll almost be able to take that UK model and potentially roll it out across the world because I do think that the UK is one of the most sophisticated markets.”<\/p>\n UK total TV revenue continued growing to new heights last year<\/a>, thanks to increased advertiser spend, more pay-TV subscription revenue and big\u00a0BBC sporting\u00a0productions. GroupM estimated<\/a> UK TV advertising spend would grow 9%. What’s going so right?<\/p>\n “I think the UK understands that the advertising content is just as important as the content itself,” Mendon\u00e7a adds. “They\u00a0are doing more to invest in content and to work with us in a way that really appreciates and understands the quality of high content as advertising.<\/p>\n “I think that that\u2019s really protecting the TV ecosystem and why the TV economy is in rude health at the moment in the UK. I think a lot of other markets could learn from the way that certain TV broadcasters are managing to innovate at scale, actually.”<\/p>\n <\/p>\n