Market Insights Advertising & Media Advertising

TV & Video Advertising - Americas

Americas

Ad spending in the TV & Video Advertising market in the Americas is forecasted to reach US$166.10bn in 2024.
The largest market is Digital Video Advertising, with a market volume of US$94.19bn in 2024.
When considering global figures, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$109.30 in 2024.
By 2029, the number of TV Viewers in the Americas is estimated to be 0.9bn users.
In the United States, the shift towards targeted OTT advertising is revolutionizing the TV & video advertising landscape, offering personalized content delivery to consumers.

Key regions: United States, India, China, Japan, United Kingdom

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

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

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Americas is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in the TV & Video Advertising market in Americas are shifting towards digital platforms and on-demand content. Consumers are increasingly turning to streaming services and online platforms to watch their favorite shows and movies, opting for convenience and flexibility. This shift in customer preferences has led to a surge in digital advertising, as advertisers recognize the potential of reaching a larger and more targeted audience through online channels. Additionally, customers are becoming more receptive to personalized and interactive advertisements, which further fuels the growth of the TV & Video Advertising market in Americas. Trends in the market indicate a growing focus on programmatic advertising and data-driven targeting. Advertisers are leveraging technology and data analytics to deliver more relevant and personalized advertisements to consumers. This allows them to optimize their advertising budgets and improve the effectiveness of their campaigns. Furthermore, the rise of Over-The-Top (OTT) platforms and streaming services has opened up new opportunities for advertisers to reach their target audience. Advertisers are increasingly partnering with these platforms to deliver tailored advertisements to viewers, enhancing the overall viewing experience. Local special circumstances in the TV & Video Advertising market in Americas play a significant role in its development. Each country in the region has its own unique cultural and economic factors that influence the advertising landscape. For example, in Brazil, the TV advertising market is dominated by telenovelas, which attract a large and engaged audience. Advertisers in Brazil leverage this popularity by integrating their advertisements into the storyline of these telenovelas, creating a seamless and immersive viewing experience for the audience. Similarly, in the United States, the Super Bowl has become a major advertising event, with advertisers spending millions of dollars on commercials during the game. These local special circumstances contribute to the growth and diversity of the TV & Video Advertising market in Americas. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in Americas. Economic growth, consumer spending power, and technological advancements all influence the advertising landscape. As the economies in the region continue to grow, advertisers have more resources to invest in advertising campaigns. Additionally, advancements in technology have made it easier for advertisers to reach their target audience and measure the effectiveness of their campaigns. These macroeconomic factors create a favorable environment for the growth and development of the TV & Video Advertising market in Americas.

Methodology

Data coverage:

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

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, web traffic, 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, internet users, consumer spending, and digital 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.