Traditional TV Advertising - Asia

  • Asia
  • Ad spending in the Traditional TV Advertising market in Asia is forecasted to reach €38.56bn in 2024.
  • The annual growth rate (CAGR 2024-2029) is anticipated to be 1.19%, leading to a projected market volume of €40.90bn by 2029.
  • The average ad spending per TV Viewer in the Traditional TV Advertising market in Asia is expected to be €11.98 in 2024.
  • The number of users in the Traditional TV Advertising market in Asia is forecasted to reach 3.3bn users by 2029.
  • Traditional TV Advertising in Japan is rapidly declining as digital platforms gain popularity among consumers, leading to a shift in advertising strategies in the country.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

 
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Analyst Opinion

The Traditional TV Advertising market in Asia is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Asia have shifted towards consuming media content through digital platforms, such as streaming services and social media. This has led to a decline in traditional TV viewership and an increase in online video consumption. As a result, advertisers are adapting their strategies to reach consumers through digital channels, including targeted online advertising and partnerships with popular streaming platforms. Trends in the market indicate a shift towards programmatic advertising, which uses data and automation to deliver targeted ads to specific audiences. This allows advertisers to optimize their campaigns and reach the right viewers at the right time. Additionally, there is a growing demand for interactive and engaging ad formats, such as interactive overlays and shoppable ads, to capture the attention of consumers in a crowded media landscape. Local special circumstances in different Asian countries also contribute to the development of the Traditional TV Advertising market. For example, in countries with large populations and diverse demographics, advertisers are adopting localized advertising strategies to target specific consumer segments. This includes creating content in local languages, featuring local celebrities, and incorporating cultural references that resonate with the target audience. Underlying macroeconomic factors play a significant role in the growth of the Traditional TV Advertising market in Asia. Economic growth and increasing disposable incomes in many Asian countries have led to a rise in consumer spending and purchasing power. This creates opportunities for advertisers to promote their products and services through traditional TV advertising, as consumers have more discretionary income to spend on goods and services. In conclusion, the Traditional TV Advertising market in Asia is developing and evolving in response to changing customer preferences, emerging market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to reach consumers through digital platforms, utilizing programmatic advertising and interactive ad formats. Additionally, localized advertising strategies and economic growth contribute to the growth of the market in Asia.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Vue d’ensemble

  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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