Market Insights Advertising & Media Advertising

TV & Video Advertising - Central & Western Europe

Central & Western Europe

Ad spending in the TV & Video Advertising market in Central & Western Europe is forecasted to reach US$35.23bn in 2024.
The largest market within this region is Traditional TV Advertising, with a market volume of US$18.34bn in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$64.22 in 2024.
By 2029, the number of TV Viewers in Central & Western Europe is anticipated to reach 289.5m users.
In Central & Western Europe, the TV & Video Advertising market is seeing a shift towards programmatic buying, enhancing targeting and efficiency in ad placements.

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 Central & Western Europe is experiencing significant growth and development. Customer preferences in the region are shifting towards digital platforms and on-demand content. With the increasing availability of high-speed internet and the proliferation of smartphones and other connected devices, consumers are increasingly accessing video content through online platforms. This shift in consumer behavior is driving advertisers to allocate more of their budgets towards digital and online video advertising, as they seek to reach their target audiences where they are spending their time. Trends in the market indicate that programmatic advertising is becoming increasingly popular in Central & Western Europe. Programmatic advertising allows advertisers to target specific audiences and optimize their campaigns in real-time, based on data and analytics. This trend is driven by the desire for more targeted and personalized advertising, as well as the efficiency and cost-effectiveness of programmatic buying. Advertisers are also leveraging new technologies such as artificial intelligence and machine learning to improve targeting and optimize their campaigns. Local special circumstances in the region also contribute to the development of the TV & Video Advertising market. Central & Western Europe is home to a diverse range of cultures and languages, and advertisers are recognizing the importance of tailoring their campaigns to specific local markets. This has led to an increase in localized and targeted advertising, as advertisers seek to engage with consumers on a more personal level. Additionally, the region has a strong tradition of public service broadcasting, which provides opportunities for advertisers to reach large audiences through traditional television channels. Underlying macroeconomic factors are also driving the growth and development of the TV & Video Advertising market in Central & Western Europe. The region has a strong and stable economy, with high levels of disposable income and consumer spending. This provides a favorable environment for advertisers, as they can target consumers who have the means to purchase their products or services. Furthermore, the region has a well-developed infrastructure and advanced digital technologies, which facilitate the delivery of video content and enable advertisers to reach their target audiences effectively. In conclusion, the TV & Video Advertising market in Central & Western Europe is experiencing significant growth and development, driven by changing customer preferences, the adoption of programmatic advertising, localized and targeted campaigns, and favorable macroeconomic factors. Advertisers in the region are adapting to the digital landscape and leveraging new technologies to reach their target audiences more effectively. As the market continues to evolve, advertisers will need to stay abreast of the latest trends and developments to ensure the success of their campaigns.

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.