Home

What?

Who?

Insights

Contact

Quick Scan

The TV landscape // Basics

Birgit

Advertising on TV - Child Storm insights

With the rise of digital media and streaming platforms, the TV landscape has evolved significantly. Despite these changes, television remains a powerful medium for advertisers to showcase their brands. In 2025, the average viewing time was 118 minutes per day (-12 minutes compared to 2024) and the total screen TV time was 194 minutes per day. But what does this landscape look like, what are the advertising opportunities, and for which group is it most effective?


De huidige TV-markt

The Netherlands has a diverse TV market with a wide range of channels, ranging from public broadcasters with the largest channel NPO 1 to commercial channels such as RTL 4, SBS6, Veronica, and dozens of thematic channels. In addition, streaming services such as Netflix, Disney+, and Videoland have increased competition by offering high-quality content that meets the needs of the modern viewing audience. The biggest change of recent years: RTL Nederland has been part of DPG Media since July 1, 2025. This has accelerated the consolidation in the Dutch media landscape.


Het landschap

In essence, there are four national options for advertising:

  • Ster is the sales agent for the public broadcaster. NPO 1 is the largest channel. With 31.5%, the NPO achieved the highest market share in 2025 with only three channels. The audience is generally somewhat older.

  • Ad Alliance is the sales agent for the RTL channels and a range of thematic channels, part of DPG Media since the acquisition. RTL 4 is the flagship channel. The RTL channels achieved a 25.6% market share in 2025, and even 30.4% in the evening hours. Since the integration within DPG Media, the ad sales for Qmusic and JOE also run through Ad Alliance, bringing audio and video together at a single counter.

  • Talpa sells the channels SBS6, Net5, Veronica, SBS9, plus a number of smaller digital channels linked to the radio stations. Talpa Network achieved a market share of 17.7% in 2025.

  • Bionic Media is a smaller player that handles ad sales for channels like Cartoon Network, Cartoonito, NJAM!, InsightTV, and several other specific channels. It is also possible to advertise on Connected TV (CTV) through them for various providers such as Philips, Samsung, and Rakuten TV.

  • In addition, it is also possible to advertise on regional broadcasters. Here, the audience is generally somewhat older as well.


Traditionele TV-advertenties

Traditional TV advertising remains a popular choice for advertisers due to its wide reach and therefore the ability to reach a broad audience quickly. The entry costs are higher, both to make a real impact and for the creative execution. However, if the costs are calculated back to a CPM rate, it is actually quite reasonable!


The standard options for advertising on TV are as follows:

  • Spot, within the commercial breaks of both public and commercial broadcasters, spots are purchased in 5-second increments.

  • Billboards, "this program is made possible in part by…" mainly on the commercial side, complying with the broadcaster's rules, closely tied to the programming (including promos or co-promos).

  • Product placement, only with the commercial parties where your product or service is integrated into the program.


Digitale TV-advertenties

With Connected TV and Video on Demand (VOD) platforms, advertisers can show targeted ads to viewers based on their viewing behavior and interests. This allows you to show personalized ads to specific target audiences, increasing the effectiveness of ad campaigns. This segment of the market is growing rapidly: viewing time is shifting from linear to on-demand, which means a good video strategy now looks beyond just the traditional commercial break.


Inkoop

The buying of TV ads occurs during the specific buying window; before this, it is not possible, and after this, it is only possible if not sold out. For special branded content solutions, it is wise to explore options together much earlier.


On TV, it is possible to buy very specifically, but also broadly. The more specific, such as program x, at the very end of the commercial break, represents the most expensive option. Alternatively, you can let the broadcaster schedule your commercials across the entire day on one of their channels, which is the cheapest option. Usually, a mix is purchased to be visible around strong programs while also building efficient reach. The right mix depends on your target audience and objectives.


Merk of performance?

TV is often deployed to increase brand awareness, which indeed makes sense. It is certainly also possible to improve your sales objectives. There are also tools to measure this, meaning that concrete insights can really be provided after a campaign.


In short, TV remains an attractive destination for advertisers looking for broad reach and audience engagement. Whether through traditional channels or digitally.


Need advice? Please feel free to contact us!


Ook interessant