Market Insights Advertising & Media Advertising

TV & Video Advertising - El Salvador

El Salvador

Ad spending in the TV & Video Advertising market in El Salvador is forecasted to reach US$45.12m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$23.86m 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$4.25 in 2024.
By 2029, the number of TV Viewers in El Salvador is anticipated to reach 6.1m users.
El Salvador's TV & Video Advertising market is experiencing a shift towards digital platforms, leveraging targeted strategies to reach specific audience segments.

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 El Salvador is experiencing significant growth and development. Customer preferences are shifting towards digital platforms, leading to an increase in digital advertising spending. Additionally, local special circumstances and underlying macroeconomic factors are contributing to the growth of the market. Customer preferences in El Salvador are increasingly leaning towards digital platforms for entertainment and information. With the rise of smartphones and internet access, consumers are spending more time online, consuming video content through streaming services and social media platforms. This shift in consumer behavior has led advertisers to invest more in digital advertising, including TV and video ads on these platforms. Advertisers are recognizing the potential of reaching a larger and more engaged audience through digital channels, which offer targeting capabilities and interactive features. Trends in the TV & Video Advertising market in El Salvador reflect the global shift towards digital advertising. Traditional TV advertising is facing challenges as viewership declines and consumers increasingly turn to on-demand streaming services. Advertisers are reallocating their budgets to digital platforms, which offer more targeted and measurable advertising options. Programmatic advertising, which uses automated technology to buy and sell ad inventory, is also gaining traction in El Salvador. This allows advertisers to reach their target audience more efficiently and effectively. Local special circumstances in El Salvador are also contributing to the growth of the TV & Video Advertising market. The country has a young and tech-savvy population, with a high smartphone penetration rate. This presents an opportunity for advertisers to connect with a digitally engaged audience through TV and video ads on mobile devices. Additionally, El Salvador has a growing middle class and an expanding economy, which means increased purchasing power and consumer spending. Advertisers are keen to tap into this growing market and are investing in TV and video advertising to reach potential customers. Underlying macroeconomic factors are also driving the growth of the TV & Video Advertising market in El Salvador. The country has experienced stable economic growth in recent years, which has created a favorable business environment for advertisers. With a stable economy, businesses are more confident in investing in advertising to promote their products and services. Furthermore, El Salvador has a competitive media landscape, with multiple TV channels and digital platforms vying for advertising revenue. This competition encourages innovation and drives the development of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in El Salvador is growing and evolving in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are shifting their focus towards digital platforms, taking advantage of the country's tech-savvy population and growing economy. The rise of digital advertising, programmatic advertising, and mobile advertising reflects global trends in the industry. Overall, the TV & Video Advertising market in El Salvador presents opportunities for advertisers to reach a digitally engaged audience and drive business growth.

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.