Market Insights Advertising & Media Advertising

TV & Video Advertising - Malta

Malta

Ad spending in the TV & Video Advertising market in Malta is forecasted to reach US$32.77m in 2024.
The largest market is Traditional TV Advertising, with a market volume of US$19.80m in 2024.
When looking at global comparisons, 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$49.38 in 2024.
By 2029, the number of TV Viewers in Malta is anticipated to reach 0.4m users.
Malta's TV & Video Advertising market is experiencing a surge in programmatic ad buying, revolutionizing targeted advertising strategies in the region.

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 Malta has been experiencing significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms.

Customer preferences: Customers in Malta are increasingly turning to digital platforms for their entertainment needs, including streaming services and online video platforms. This shift in customer preferences has led to a rise in demand for TV and video advertising on these platforms. Advertisers are recognizing the potential of reaching a large and engaged audience through digital channels, and are therefore investing more in TV and video advertising on these platforms.

Trends in the market: One of the key trends in the TV & Video Advertising market in Malta is the growth of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences based on their demographics, interests, and online behavior. This targeted approach to advertising has proven to be highly effective in reaching the right audience at the right time, leading to increased engagement and conversion rates. As a result, more advertisers in Malta are adopting programmatic advertising strategies to maximize the impact of their TV and video campaigns. Another trend in the market is the rise of mobile advertising. With the increasing use of smartphones and tablets, customers in Malta are consuming TV and video content on their mobile devices. Advertisers are recognizing this trend and are investing in mobile advertising to reach this growing audience. Mobile advertising offers the advantage of being highly targeted and interactive, allowing advertisers to engage with customers in a more personalized and engaging way.

Local special circumstances: One of the unique factors influencing the TV & Video Advertising market in Malta is the country's small size. With a population of just over 400,000 people, Malta presents a relatively small market for advertisers. However, this also means that advertisers have the opportunity to reach a highly concentrated and engaged audience. Advertisers in Malta need to take this into consideration when developing their TV and video advertising strategies, focusing on delivering relevant and impactful messages to their target audience.

Underlying macroeconomic factors: The growing TV & Video Advertising market in Malta is also influenced by underlying macroeconomic factors. The country has a strong economy and a high standard of living, which has led to increased consumer spending on entertainment and leisure activities. This has created a favorable environment for advertisers to invest in TV and video advertising, as they can expect a positive return on their investment. In conclusion, the TV & Video Advertising market in Malta is developing rapidly due to changing customer preferences, the rise of digital platforms, and the adoption of programmatic and mobile advertising. Advertisers in Malta have the opportunity to reach a highly engaged audience through targeted and interactive campaigns. The country's small size and strong economy further contribute to the growth 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.