Market Insights Advertising & Media Advertising

TV & Video Advertising - Paraguay

Paraguay

Ad spending in the TV & Video Advertising market in Paraguay is forecasted to reach US$62.35m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$39.74m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$5.91 in 2024.
By 2029, the number of TV Viewers in Paraguay is anticipated to be 7.2m users.
Paraguay's TV & Video Advertising market is rapidly growing, attracting both local and international advertisers seeking to reach a diverse audience.

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 Paraguay is experiencing significant growth and development, driven by changing customer preferences and local special circumstances. Customer preferences in Paraguay are shifting towards digital and online content consumption, leading to an increased demand for TV and video advertising. With the rise of smartphones and internet penetration, more people are accessing online video platforms and streaming services, creating new opportunities for advertisers to reach their target audience. Additionally, younger demographics in Paraguay are more likely to consume content through digital channels, further driving the growth of TV and video advertising in the country. Trends in the market indicate a shift towards programmatic advertising, where ads are bought and sold in real-time through automated platforms. This allows advertisers to target specific audiences and optimize their campaigns for better performance. Programmatic advertising is gaining popularity in Paraguay as it offers greater efficiency and effectiveness compared to traditional advertising methods. Advertisers can reach their desired audience more accurately, resulting in higher engagement and conversion rates. Another trend in the TV & Video Advertising market in Paraguay is the increasing use of native advertising. Native ads are seamlessly integrated into the content, making them less intrusive and more engaging for viewers. This type of advertising blends in with the surrounding content, providing a more natural and immersive experience. Advertisers in Paraguay are adopting native advertising to capture the attention of their target audience and create a positive brand image. Local special circumstances in Paraguay also contribute to the development of the TV & Video Advertising market. The country has a growing middle class with increasing purchasing power, leading to higher consumer spending on products and services. This provides a favorable environment for advertisers to invest in TV and video advertising to promote their offerings and attract customers. Additionally, Paraguay has a relatively low level of competition in the advertising industry, allowing advertisers to have a greater impact and reach a wider audience. Underlying macroeconomic factors such as GDP growth and technological advancements also play a role in the development of the TV & Video Advertising market in Paraguay. As the economy grows, businesses have more resources to allocate towards advertising, leading to increased investment in TV and video advertising. Technological advancements, such as improved internet infrastructure and the availability of high-speed internet, enable the seamless streaming of video content, further fueling the demand for TV and video advertising. In conclusion, the TV & Video Advertising market in Paraguay is experiencing growth and development due to changing customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in Paraguay are adapting to the digital landscape and leveraging programmatic and native advertising to reach their target audience effectively. With the country's growing middle class and technological advancements, the TV & Video Advertising market in Paraguay is expected to continue its upward trajectory.

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.