Why the TV ad ecosystem wasn’t built for small businesses and why that has to change
The state of SME advertising in Europe
99% of EU businesses are small or medium. They generate more than half of GDP and 100+ million jobs and yet the TV ad ecosystem isn’t built to address them.
The booking process assumes you have an agency, the rate cards an annual commitment and last but not least the creative pipeline assumes you have a TV ad sitting on a hard drive somewhere. Every assumption baked into the European TV ad stack was designed for a customer profile that represents 1% of European businesses. Meanwhile €140 billion has flowed into European digital advertising in 2025 alone and sits in the hands of a handful of global players who have managed to attract SME budgets.
This week’s keynote gives you the full picture about the state of SME advertising in Europe:
The scale of the SME economy;
The media stack SMEs use;
The barriers that keep them off TV;
The state of play, who is actually building for this segment right now, from TF1 AdManager in France, DPG Media in Belgium or RTL AdAlliance across Europe, to Universal Ads or Vibe.co across the Atlantic.
Finally, I share my checklist on how broadcasters should address the SME segment right now.
Grab the link to access the deck: