Market Insights Advertising & Media Advertising

TV & Video Advertising - Eastern Africa

Eastern Africa

Ad spending in the TV & Video Advertising market in Eastern Africa is forecasted to reach US$635.20m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$510.60m 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$2.38 in 2024.
By 2029, the number of TV Viewers in Eastern Africa is anticipated to reach 245.4m users.
In Eastern Africa, the TV & Video Advertising market is witnessing a shift towards targeted digital campaigns to reach specific demographics efficiently.

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 Eastern Africa is experiencing significant growth and development. Customer preferences in Eastern Africa are shifting towards digital platforms for entertainment and information. With the increasing availability and affordability of smartphones and internet connectivity, consumers are spending more time watching videos online. This has led to a surge in demand for TV and video advertising on digital platforms. Trends in the market show that traditional TV advertising is still popular in Eastern Africa, but digital advertising is rapidly gaining traction. Advertisers are recognizing the potential of reaching a larger and more targeted audience through digital platforms. They are investing more in online video advertising to capitalize on the growing number of internet users in the region. Local special circumstances in Eastern Africa contribute to the development of the TV & Video Advertising market. The region has a young and tech-savvy population that is highly engaged with digital media. This presents a lucrative opportunity for advertisers to reach a demographic that is increasingly difficult to reach through traditional advertising channels. Underlying macroeconomic factors also play a role in the growth of the TV & Video Advertising market in Eastern Africa. The region has been experiencing steady economic growth, which has led to an increase in disposable income. As a result, consumers have more purchasing power and are more likely to engage with brands and products advertised on TV and digital platforms. In conclusion, the TV & Video Advertising market in Eastern Africa is developing rapidly due to changing customer preferences, the rise of digital advertising, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting to these trends and investing more in TV and video advertising to reach a larger and more engaged audience in the region.

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.