Last week we hosted CEO Lindsey Clay and Director of Research and Planning Matt Hill of Thinkbox, the commercial TV marketing body in the UK and learned how TV has undergone a renaissance since the pandemic. UK TV advertising revenues up 20-25% in FY21 We learned that the UK TV advertising market was up 20-25% in FY21 (official numbers not yet out) and positive momentum continued in Q1, with comps relatively easy. For FY22 Thinkbox''s shareholders target a flat to slightly positive market, which should be helped by the World Cup, which for the first time will take place in Q4. During the pandemic, TV has also benefitted from other sectors'' weaknesses, e.g., OOH and Cinema, a trend that is expected to reverse this year. Online-born brands are a key growth driver While most advertising categories contributed to the growth of TV, a notable push came from online-born brands that make up c20% of the TV advertiser revenue mix today. The category grew 42% in 2021. Government spend was cGBP330m in 2020 (out of a market worth cGBP4bn). Similarly, to other media channels, TV has experienced price inflation in 2021. More and new advertisers on TV 600 existing TV advertisers increased their TV spend in 2020 and 140 of them increased it by GBP1m+ pointing to TV advertisers'' loyalty. 89% of these 140 stepped up spend again in 2021. Pre-campaign booking times have been abolished on the broadcaster end since the pandemic. While this was an operational challenge for the broadcasters, it has led to a range of smaller more tactical advertisers entering the TV ad space. Finally, Thinkbox suggested the multiplier effect of TV with other media explained the growth in TV, providing various case studies to support this. BVoD viewing platform based Clearly some of the TV viewing decline is offset by Broadcaster-VoD viewing, which is more platform agnostic, e.g. 35% of Love Island viewing was on platforms or mobiles.