Market Insights Advertising & Media Advertising

TV & Video Advertising - Argentina

Argentina

Ad spending in the TV & Video Advertising market in Argentina is forecasted to reach US$1.41bn in 2024.
The largest market is Traditional TV Advertising with a market volume of US$0.98bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$22.57 in 2024.
By 2029, the number of TV Viewers in Argentina is anticipated to reach 45.5m users.
In Argentina, the TV & Video Advertising market is seeing a shift towards digital platforms to reach a more tech-savvy audience.

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 Argentina is experiencing significant growth and development. Customer preferences are shifting towards digital platforms, leading to an increase in online video advertising. Additionally, there are local special circumstances and underlying macroeconomic factors that contribute to the market's growth. Customer preferences in Argentina are evolving, with more people consuming video content online. This shift is driven by the increasing availability of high-speed internet and the growing popularity of smartphones. As a result, advertisers are focusing on digital platforms to reach their target audience. Online video advertising offers a more targeted and measurable approach compared to traditional TV advertising. It allows advertisers to reach specific demographics and track the effectiveness of their campaigns. Trends in the TV & Video Advertising market in Argentina show a significant increase in digital ad spending. Advertisers are allocating larger portions of their budgets to online video advertising, taking advantage of the growing popularity of streaming platforms and social media. This trend is expected to continue as more people access video content through their mobile devices. Local special circumstances in Argentina contribute to the development of the TV & Video Advertising market. The country has a large population of internet users, with a high penetration rate of smartphones. This creates a favorable environment for digital advertising, as it allows advertisers to reach a wide audience. Additionally, Argentina has a vibrant media industry, with a strong presence of local TV channels and production companies. This provides advertisers with a variety of options to promote their products or services. Underlying macroeconomic factors also play a role in the growth of the TV & Video Advertising market in Argentina. The country has experienced periods of economic instability in recent years, leading to a decrease in consumer spending. As a result, advertisers are looking for cost-effective ways to reach their target audience. Online video advertising offers a more affordable alternative to traditional TV advertising, making it an attractive option for advertisers during times of economic uncertainty. In conclusion, the TV & Video Advertising market in Argentina is developing rapidly due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are shifting their focus towards digital platforms, taking advantage of the growing popularity of online video consumption. This trend is expected to continue as more people access video content through their mobile devices.

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.