Market Insights Advertising & Media Advertising

TV & Video Advertising - CIS

Ad spending in the TV & Video Advertising market in CIS is forecasted to reach US$3.66bn in 2024.
The largest market within CIS is Traditional TV Advertising, with a market volume of US$2.37bn 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$12.19 in 2024.
By 2029, the number of TV Viewers in CIS is anticipated to reach 198.3m users.
In the CIS region, TV & Video Advertising budgets are increasingly allocated to digital platforms, reflecting shifting consumer behavior 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 CIS is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in the TV & Video Advertising market in CIS are shifting towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the growing popularity of smartphones and smart TVs, consumers are increasingly opting for on-demand content and personalized viewing experiences. This shift in preferences has led to a surge in digital advertising, as advertisers recognize the need to reach their target audience through these digital channels. Additionally, consumers are becoming more selective in their viewing habits, preferring ad-free or ad-light content, which has prompted advertisers to explore new ways to engage with their audience. Trends in the market indicate a rise in programmatic advertising and targeted advertising strategies. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more efficiently and effectively. This trend is driven by the increasing availability of data and advanced analytics, which enable advertisers to segment their audience and deliver personalized ads. Furthermore, targeted advertising strategies are gaining traction, as advertisers aim to deliver relevant and engaging content to their audience. This trend is supported by the advancements in technology, such as artificial intelligence and machine learning, which enable advertisers to analyze consumer behavior and preferences to deliver highly targeted ads. Local special circumstances in the TV & Video Advertising market in CIS include the dominance of state-owned television networks and the regulatory environment. State-owned television networks continue to play a significant role in the media landscape of CIS countries, attracting a large viewership and commanding a significant share of advertising budgets. However, the emergence of digital platforms and the increasing popularity of online streaming services are challenging the dominance of traditional television networks. Additionally, the regulatory environment in CIS countries can impact the TV & Video Advertising market, with regulations governing content, advertising standards, and foreign investment. Underlying macroeconomic factors also play a role in the development of the TV & Video Advertising market in CIS. Economic growth and increasing disposable incomes contribute to higher advertising spending, as companies invest in marketing to capture consumer attention and drive sales. Additionally, political stability and favorable business conditions attract foreign investment, which can stimulate the advertising industry and contribute to its growth. However, economic fluctuations and geopolitical tensions can impact the advertising market, leading to changes in advertising budgets and strategies. Overall, the TV & Video Advertising market in CIS is evolving to meet the changing preferences of consumers and adapt to the digital landscape. The shift towards digital platforms, the rise of programmatic and targeted advertising, and the influence of local special circumstances and macroeconomic factors are shaping the future of the market.

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.