Market Insights Advertising & Media Advertising

TV & Video Advertising - Jamaica

Jamaica

Ad spending in the TV & Video Advertising market in Jamaica is forecasted to reach US$29.58m in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$17.91m 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$7.49 in 2024.
By 2029, the number of TV Viewers in Jamaica is anticipated to reach 2.4m users.
In Jamaica, TV & video advertising is increasingly shifting towards digital platforms to reach a tech-savvy audience in a competitive market.

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 Jamaica is experiencing significant growth and development.

Customer preferences: In Jamaica, there is a growing preference for TV and video advertising as it allows businesses to reach a wide audience and convey their message effectively. Jamaican consumers are increasingly turning to television and online video platforms for entertainment, making it an attractive channel for advertisers to promote their products and services. Additionally, the use of video advertising allows for more engaging and interactive content, which resonates well with Jamaican consumers.

Trends in the market: One of the key trends in the TV & Video Advertising market in Jamaica is the shift towards digital advertising. With the increasing availability and affordability of high-speed internet, more Jamaicans are accessing online video content through platforms such as YouTube and social media. This has created new opportunities for advertisers to reach their target audience through targeted digital campaigns. Advertisers are also leveraging the popularity of influencer marketing in Jamaica, collaborating with local social media influencers to promote their products and services through video content. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows for more efficient and targeted ad placements, as it uses data and algorithms to automate the buying and selling of ad inventory. This trend is gaining traction in Jamaica as advertisers seek to optimize their ad spend and reach the right audience at the right time. Programmatic advertising also enables real-time bidding, allowing advertisers to adjust their campaigns based on performance metrics and consumer behavior.

Local special circumstances: Jamaica's vibrant and diverse culture plays a significant role in shaping the TV & Video Advertising market. Advertisers in Jamaica often incorporate local music, dance, and language into their commercials to resonate with the local audience. This cultural relevance helps to create a stronger connection between the brand and the consumer, leading to increased brand loyalty and awareness.

Underlying macroeconomic factors: Jamaica's improving economic conditions and stability have also contributed to the growth of the TV & Video Advertising market. As the country's economy continues to expand, businesses are investing more in advertising to capitalize on the growing consumer demand. Additionally, the government's efforts to attract foreign investment and promote tourism have created opportunities for international brands to advertise in Jamaica, further driving the growth of the TV & Video Advertising market. In conclusion, the TV & Video Advertising market in Jamaica is experiencing significant growth and development due to customer preferences for engaging content, the shift towards digital advertising, the rise of programmatic advertising, local cultural influences, and favorable macroeconomic factors. These trends and circumstances are shaping the market and providing opportunities for businesses to effectively reach their target audience in Jamaica.

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.