Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Worldwide

Worldwide

Ad spending in the Traditional TV Advertising market worldwide is forecasted to reach €135.70bn in 2024.
The market is anticipated to experience a Compound Annual Growth Rate (CAGR 2024-2029) of -1.29%, leading to a projected market size of €127.20bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be €25.74 in 2024.
It is expected that the number of users in the Traditional TV Advertising market will reach 5.5bn users by 2029.
Despite the rise of digital marketing, traditional TV advertising remains a dominant force in the global advertising market, including in the United States.

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

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Worldwide is experiencing significant growth and development due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors.

Customer preferences: Customers in Worldwide still have a strong preference for traditional TV advertising due to its wide reach and ability to engage a large audience. Despite the rise of digital advertising, traditional TV advertising continues to be a popular choice for businesses looking to promote their products or services to a mass audience. Customers appreciate the high production value and professional nature of TV ads, which can help build brand credibility and trust.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Worldwide is the increasing use of targeted advertising. With the advent of advanced data analytics and audience measurement tools, advertisers are now able to target specific demographics and consumer segments with their TV ads. This allows for more effective and efficient advertising campaigns, as advertisers can tailor their messages to resonate with their target audience. Another trend in the market is the integration of digital technology into traditional TV advertising. Many TV networks and broadcasters now offer interactive features and second-screen experiences that allow viewers to engage with ads in new and exciting ways. This includes features such as clickable ads, social media integration, and personalized content recommendations. These innovations enhance the viewer experience and provide advertisers with more opportunities to capture audience attention.

Local special circumstances: In Worldwide, there are unique local circumstances that contribute to the development of the Traditional TV Advertising market. For example, the presence of a large number of TV networks and broadcasters creates a highly competitive market. This competition drives innovation and encourages advertisers to seek creative ways to stand out from the crowd and capture audience attention. Additionally, the cultural diversity and linguistic differences in Worldwide present both challenges and opportunities for advertisers. Advertisers must carefully consider cultural sensitivities and language preferences when creating TV ads for different regions. This requires localized advertising strategies and adaptations to ensure that the message resonates with the target audience.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Worldwide is also influenced by underlying macroeconomic factors. For example, the overall economic growth and stability in Worldwide contribute to increased advertising budgets and spending. When businesses have more resources available, they are more likely to invest in TV advertising to promote their products or services. Furthermore, the availability of affordable TV advertising slots and packages also plays a role in the market's development. TV networks and broadcasters offer a variety of pricing options and packages to accommodate different advertising budgets. This accessibility makes TV advertising a viable option for businesses of all sizes, contributing to the market's growth. In conclusion, the Traditional TV Advertising market in Worldwide is developing due to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. As customers continue to value the reach and engagement of traditional TV advertising, advertisers are adapting to new trends and technologies to enhance the viewer experience. The competitive market and cultural diversity in Worldwide present both challenges and opportunities for advertisers, while the overall economic growth and affordable advertising options contribute to the market's expansion.

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.