All-Time High

For Swedish TV channel TV4, November has set a new record for its on-demand TV4 Play service: the highest digital ad sales ever.

“At the beginning of this year we raised ad prices, which meant that we had a bit of a tough start to the year,” says Nicklas Norrby, sales manager for digital media at TV4. “But we’ve seen that it paid off, and in November we have an all-time high in terms of number of bookings in a single month. And by the middle of October we were completely sold out for November.”

Norrby credits his sales staff for the success, and says that the strong sales are proof that TV4 Play is a truly high-quality product that advertisers believe in.

As for the future, Norrby says that the growth of the use of video-based content on the web and on mobile phones is huge. “Our high-quality content is consumed by viewers on broadcast TV or TV4 Play, regardless of whether it’s on a cell phone or computer – or in the future with our upcoming iPad version,” he says. “Our aim is to ensure that viewers can watch their favorite shows at home in their living rooms or on vacation on their computers or on their way to work on the bus. I think advertisers will increasingly want to reach the most dedicated viewers who choose to look at our programs when it suits them. I believe video on all platforms will take an increasing share of the total advertising pie in the future.”