TV & Video Advertising - NAFTA | Statista Market Forecast

Ad spending in the TV & Video Advertising market in NAFTA is forecasted to reach US$155.00bn in 2024.
The largest market within this market is Digital Video Advertising, with a market volume of US$91.12bn in 2024.
When compared globally, the United States is expected to generate the highest ad spending at US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$194.90 in 2024.
By 2030, the number of TV Viewers in NAFTA is anticipated to reach 0.0users.
The United States leads in programmatic TV advertising adoption within the NAFTA region, shaping the future of targeted and data-driven TV ad campaigns.

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.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in NAFTA is experiencing significant growth and development.

Customer preferences: Customers in the NAFTA region have shown a strong preference for TV and video advertising. This can be attributed to the fact that television remains a popular medium for entertainment and information consumption. Additionally, the rise of digital streaming platforms has further increased the demand for video advertising, as viewers are increasingly turning to online platforms for their entertainment needs.

Trends in the market: One of the key trends in the TV & Video Advertising market in NAFTA is the shift towards programmatic advertising. Programmatic advertising allows for targeted and personalized ads to be delivered to viewers, based on their demographics, interests, and online behavior. This trend is driven by the increasing availability of data and advanced analytics tools, which enable advertisers to optimize their campaigns and reach their target audience more effectively. Another trend in the market is the integration of online and offline advertising strategies. Advertisers are recognizing the importance of a cohesive and integrated approach to reach their target audience across multiple platforms. This trend is driven by the changing media consumption habits of viewers, who are increasingly using multiple devices and platforms to access content. Advertisers are leveraging this trend by developing cross-channel advertising campaigns that combine traditional TV advertising with online video ads, social media promotions, and other digital marketing initiatives.

Local special circumstances: The TV & Video Advertising market in NAFTA is influenced by several local special circumstances. One such circumstance is the diverse cultural and linguistic landscape of the region. NAFTA consists of three countries - the United States, Canada, and Mexico - each with its own unique cultural and linguistic characteristics. Advertisers need to take these differences into account when developing their campaigns, ensuring that they resonate with the local audience and effectively communicate their message. Another special circumstance is the regulatory environment in each country. While the United States has a relatively liberal regulatory framework for TV and video advertising, Canada and Mexico have their own set of regulations and restrictions. Advertisers operating in the NAFTA region need to navigate these regulations and ensure compliance to avoid any legal issues or penalties.

Underlying macroeconomic factors: The growth and development of the TV & Video Advertising market in NAFTA can be attributed to several underlying macroeconomic factors. Firstly, the strong economic growth in the region has resulted in increased consumer spending power, which in turn drives advertising investments. Advertisers are keen to tap into the growing consumer market and leverage TV and video advertising to reach their target audience effectively. Secondly, the increasing penetration of internet and mobile devices in the region has created new opportunities for TV and video advertising. With more people accessing content online, advertisers are shifting their focus towards digital platforms to reach their target audience. This trend is further fueled by the availability of high-speed internet connections and the growing popularity of streaming services. In conclusion, the TV & Video Advertising market in NAFTA is experiencing significant growth and development, driven by customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in the region are adapting to changing consumer habits and leveraging technology to deliver targeted and personalized advertising campaigns.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.