European Online Advertising
This report addresses four principal questions:
Recent reports
TalkTalk: Mixed results, future opaque
14 January 2021TalkTalk’s latest results were mixed at best, with ARPU and revenue growth improving off a low last quarter, but net adds worsening, EBITDA falling sharply and full year EBITDA guidance suspended.
Its outlook remains challenging, with the move to high speed still a drag on EBITDA, and the migration to ultrafast a further (even greater) challenge, although this brings opportunity as well, especially if the company can move away from its discount brand focus.
Its prospective new owners highlight the need to invest in brand, systems, and full fibre capabilities to meet this challenge, but it is not clear where the money to do this is coming from, and it is also not clear if the desire to ‘reposition the brand’ includes a move upmarket.
UK mobile operators seem set to offer EU roaming on selected bundles only—a welcome new form of price differentiation.
This move is economically efficient and particularly helpful for MVNOs for whom the erstwhile arrangements were particularly punitive.
We don't envisage a return to the days of super-normal returns from roaming, but it is nonetheless conducive to much-needed price inflation in the sector.
Serie A TV rights auction: Deflation looms
7 January 2021The Italian football league launched its tender for its 2021-24 broadcasting rights, to be held on 26 January. An ill-conceived Competition Authority ruling barring Sky from buying exclusive rights undermines the licence’s value for Sky.
Serie A has set very high reserve prices, but if bidders do not meet them, two other options kick in: a sale to an ‘independent intermediary’ or appointment of a partner to launch a ‘league’s channel’—both of which look unrealistic. The process may end up in private negotiations with broadcasters.
Having no direct competitor, Sky looks likely to keep coverage of most games, but at a lower price than now. DAZN may well renew its current deal and we do not exclude Amazon stepping in.