Market Insights Advertising & Media Advertising

TV & Video Advertising - Guyana

Guyana

Ad spending in the TV & Video Advertising market in Guyana is forecasted to reach US$17.47m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$13.20m in 2024.
When compared globally, the United States is expected to generate the highest 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$21.79 in 2024.
The number of TV Viewers in Guyana is anticipated to reach 0.5m users by 2029.
Guyana's TV & Video Advertising market is experiencing a surge in digital ad spending, reflecting a shift towards online platforms for targeted audience reach.

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 Guyana is experiencing significant growth and development in recent years.

Customer preferences: In Guyana, the population has shown a strong preference for television and video content, making TV & Video Advertising an effective way for businesses to reach their target audience. With limited access to internet and online platforms, traditional television remains the primary source of entertainment for many Guyanese households. This has created a lucrative market for TV & Video Advertising, as businesses recognize the value of reaching consumers through this medium.

Trends in the market: One of the key trends in the TV & Video Advertising market in Guyana is the increasing demand for local content. Guyanese viewers have a strong affinity for content that reflects their culture, traditions, and experiences. As a result, businesses are investing in creating local TV shows, series, and commercials to engage with their target audience. This trend has not only boosted the TV & Video Advertising market but has also contributed to the growth of the local entertainment industry. Another trend in the market is the rise of targeted advertising. With advancements in technology, advertisers are now able to gather data on consumer preferences and behavior, allowing them to deliver personalized advertisements to specific segments of the population. This targeted approach has proven to be more effective in capturing the attention of viewers and driving consumer engagement. As a result, businesses in Guyana are increasingly adopting this strategy to maximize the impact of their TV & Video Advertising campaigns.

Local special circumstances: One of the unique aspects of the TV & Video Advertising market in Guyana is the dominance of local television stations. While international channels are available, local stations have a strong viewership and play a significant role in shaping the advertising landscape. This presents an opportunity for businesses to partner with local stations and leverage their established audience base to reach a wider demographic.

Underlying macroeconomic factors: The development of the TV & Video Advertising market in Guyana can be attributed to several underlying macroeconomic factors. Firstly, the country has experienced steady economic growth in recent years, resulting in an increase in disposable income among the population. This has led to higher consumer spending, creating a favorable environment for businesses to invest in advertising. Secondly, the government of Guyana has implemented policies to attract foreign investment and promote business growth. This has led to an influx of multinational companies entering the market, driving competition and increasing the demand for TV & Video Advertising services. Lastly, Guyana's growing tourism industry has also contributed to the growth of the TV & Video Advertising market. As more tourists visit the country, businesses in the hospitality sector are increasingly investing in advertising to attract and engage with this new audience. In conclusion, the TV & Video Advertising market in Guyana is experiencing significant growth and development due to customer preferences for television and video content, the rise of targeted advertising, local special circumstances such as the dominance of local television stations, and underlying macroeconomic factors such as economic growth, government policies, and the tourism industry. This presents a promising opportunity for businesses to effectively reach their target audience and drive consumer engagement.

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.