Market Insights Advertising & Media Advertising

TV & Video Advertising - Bulgaria

Bulgaria

Ad spending in the TV & Video Advertising market in Bulgaria is forecasted to reach US$93.30m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$49.98m in 2024.
When compared globally, the United States is expected to lead in ad spending with US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$8.77 in 2024.
The number of TV Viewers in Bulgaria is anticipated to reach 5.5m users by 2029.
Bulgaria's TV & Video Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer preferences and technological advancements.

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 Bulgaria has been experiencing significant growth in recent years. Customer preferences have shifted towards digital platforms, leading to an increase in online video advertising. This trend can be attributed to the growing popularity of streaming services and the widespread use of smartphones and other mobile devices. Additionally, local special circumstances, such as the expansion of internet connectivity and the availability of affordable data plans, have contributed to the development of the market. Customer preferences in Bulgaria have been influenced by global trends in the TV & Video Advertising market. With the rise of streaming services like Netflix and Amazon Prime Video, viewers are increasingly opting for on-demand content over traditional television broadcasts. This shift in consumer behavior has led advertisers to invest more in online video advertising, as it allows them to reach a wider audience and target specific demographics. Furthermore, the convenience and flexibility of watching videos on smartphones and tablets have made mobile advertising a popular choice among advertisers in Bulgaria. Trends in the TV & Video Advertising market in Bulgaria are also driven by local factors. The expansion of internet connectivity and the availability of affordable data plans have made it easier for consumers to access online video content. This has led to an increase in the number of people watching videos on their mobile devices, creating new opportunities for advertisers to reach their target audience. Additionally, the growth of social media platforms in Bulgaria has further contributed to the popularity of online video advertising, as these platforms provide a highly engaging and interactive environment for brands to connect with consumers. Local special circumstances in Bulgaria have played a role in shaping the TV & Video Advertising market. The country has seen significant improvements in internet infrastructure, with more households gaining access to high-speed internet. This has allowed for a seamless streaming experience and has encouraged consumers to watch videos online. Furthermore, the availability of affordable data plans has made it more affordable for consumers to access online video content, leading to increased viewership and ad revenue for digital platforms. Underlying macroeconomic factors have also contributed to the development of the TV & Video Advertising market in Bulgaria. The country has experienced steady economic growth in recent years, which has increased consumer purchasing power and discretionary spending. This has created a favorable environment for advertisers, as they are able to invest more in marketing and advertising campaigns. Additionally, the growing popularity of e-commerce in Bulgaria has created new opportunities for online video advertising, as brands look to reach consumers through digital channels. In conclusion, the TV & Video Advertising market in Bulgaria is experiencing growth due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and the availability of affordable internet connectivity have created new opportunities for advertisers to reach their target audience. As consumer behavior continues to evolve and technology advances, it is expected that the TV & Video Advertising market in Bulgaria will continue to grow and adapt to meet the changing needs of consumers.

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.