{"id":1472,"date":"2024-03-15T14:10:00","date_gmt":"2024-03-15T13:10:00","guid":{"rendered":"https:\/\/ir-insights.com\/?p=1472"},"modified":"2024-03-15T15:23:53","modified_gmt":"2024-03-15T14:23:53","slug":"stijgende-tv-tarieven-dwingen-om-jouw-mediastrategie-te-heroverwegen","status":"publish","type":"post","link":"https:\/\/ir-insights.com\/index.php\/2024\/03\/15\/stijgende-tv-tarieven-dwingen-om-jouw-mediastrategie-te-heroverwegen\/","title":{"rendered":"Stijgende tv-tarieven dwingen om jouw mediastrategie te heroverwegen"},"content":{"rendered":"\n<p>Je vraagt je misschien langzamerhand af hoe groot de <strong>prijselasticiteit van tv<\/strong> is. Wanneer haken adverteerders af? Dat is wanneer de prijs niet langer gerelateerd is aan de waarde. Voor veel kleinere adverteerders lijkt tv al snel te ambitieus. Normaal gesproken is het mogelijk dat de prijzen stijgen als gevolg van de toenemende vraag. Maar de afname van de kijktijd, vooral onder 35-49-jarigen in Nederland, rechtvaardigt geen prijsverhoging per 1 mei voor commerci\u00eble aanbieders. Wat gebeurt er?<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Structurele daling lineair tv-kijken gaat sneller dan verwacht<\/h3>\n\n\n\n<p>Een daling van het tv-kijken is niet nieuw in de markt. Het bestaat al een langere periode van jaren, zoals blijkt uit onderstaande grafiek.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"945\" height=\"500\" src=\"https:\/\/ir-insights.com\/wp-content\/uploads\/2024\/03\/kijktijd-2021-2023.png\" alt=\"\" class=\"wp-image-1474\" srcset=\"https:\/\/ir-insights.com\/wp-content\/uploads\/2024\/03\/kijktijd-2021-2023.png 945w, https:\/\/ir-insights.com\/wp-content\/uploads\/2024\/03\/kijktijd-2021-2023-300x159.png 300w, https:\/\/ir-insights.com\/wp-content\/uploads\/2024\/03\/kijktijd-2021-2023-768x406.png 768w\" sizes=\"auto, (max-width: 945px) 100vw, 945px\" \/><\/figure>\n\n\n\n<p>Vorige maand voerde de NMO een uitgebreide benchmarkanalyse uit in het Kijkonderzoek nadat mediabureaus en exploitanten een scherpe daling van de kijktijd constateerden. Er is al langer een organische neerwaartse trend zichtbaar in de lineaire kijktijd, maar de daling bij bepaalde doelgroepen, zoals 35-49-jarigen en 20-49-jarigen, was opvallend groter dan bij de totale groep 6+. De relatief grotere daling bij bepaalde doelgroepen komt vooral door een panelupdate, zegt NMO recentelijk in een verklaring.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Protest van adverteerders en mediabureaus<\/h3>\n\n\n\n<p>Cijfers liegen niet. Het is bekend dat we allemaal steeds minder kijken omdat er meer opties zijn bij het kijken. De tv-inflatie wijkt de afgelopen drie jaar sterk af van de gemiddelde prijsinflatie. Prijsstijgingen tot 20% per jaar zijn niet ongebruikelijk. Het is logisch dat adverteerders actie ondernemen tegen de per 1 mei aangekondigde prijsverhoging bij Ad Alliance en Talpa Network. Als gevolg van deze prijsstijging zullen vooral kleinere adverteerders afhaken.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Controleer uw mediastrategie<\/h3>\n\n\n\n<p>Maar geen zorgen. Door de prijsstijging zal er meer nagedacht worden over de effectiviteit en effici\u00ebntie van alle audiovisuele zenders. En er is keuze genoeg. Qua effectiviteit kunnen we steeds beter aangeven welk kanaal het beste bijdraagt aan de klant-KPI\u2019s. Zo zien wij regelmatig dat je met een kleiner mediabudget hetzelfde resultaat kunt bereiken. Omdat jij weet aan welke knoppen je moet draaien op het gebied van media, creatie en merk. Wij leggen u graag uit hoe wij dit doen.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Je vraagt je misschien langzamerhand af hoe groot de prijselasticiteit van tv is. Wanneer haken adverteerders af? Dat is wanneer de prijs niet langer gerelateerd is aan de waarde. Voor veel kleinere adverteerders lijkt tv al snel te ambitieus. Normaal gesproken is het mogelijk dat de prijzen stijgen als gevolg van de toenemende vraag. Maar&#8230;<\/p>\n","protected":false},"author":1,"featured_media":1473,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kadence_starter_templates_imported_post":false,"_kad_post_transparent":"","_kad_post_title":"","_kad_post_layout":"","_kad_post_sidebar_id":"","_kad_post_content_style":"","_kad_post_vertical_padding":"","_kad_post_feature":"","_kad_post_feature_position":"","_kad_post_header":false,"_kad_post_footer":false,"_kad_post_classname":"","footnotes":""},"categories":[5,7],"tags":[],"class_list":["post-1472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-clients","category-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Stijgende tv-tarieven dwingen om jouw mediastrategie te heroverwegen - IR-Insights Full service marktonderzoekbureau<\/title>\n<meta name=\"description\" content=\"Je vraagt je misschien langzamerhand af hoe groot de prijselasticiteit van tv is. 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