Market Insights Advertising & Media Advertising

TV & Video Advertising - Slovakia

Slovakia

Ad spending in the TV & Video Advertising market in Slovakia is forecasted to reach US$181.80m in 2024.
The largest market is Digital Video Advertising with a market volume of US$116.10m in 2024.
When compared globally, the United States is expected to have the highest ad spending, reaching US$144.60bn in 2024.
The average ad spending per user in the Digital Video Advertising market is projected to be US$23.45 in 2024.
The number of TV Viewers in Slovakia is anticipated to reach 4.9m users by 2029.
Slovakia's TV & Video Advertising market is experiencing a shift towards digital platforms, offering targeted and interactive ad solutions to engage viewers effectively.

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 Slovakia has been experiencing significant growth in recent years.

Customer preferences: Slovakian consumers have shown a strong preference for TV and video content, making it an attractive platform for advertisers. TV remains a popular medium for entertainment and information, with a wide range of channels and programs available. Additionally, the increasing popularity of online video platforms has further expanded the opportunities for advertisers to reach their target audience.

Trends in the market: One of the key trends in the TV & Video Advertising market in Slovakia is the shift towards digital advertising. Advertisers are increasingly investing in online video platforms and streaming services to reach their target audience. This trend is driven by the growing number of internet users in Slovakia and the increasing popularity of smartphones and other mobile devices. Advertisers are recognizing the potential of digital advertising in reaching a wider audience and engaging them in a more interactive and personalized way. Another important trend in the market is the integration of data and technology in advertising campaigns. Advertisers are leveraging data analytics and targeting capabilities to deliver more relevant and personalized ads to consumers. This allows them to optimize their advertising spend and improve the effectiveness of their campaigns. Advertisers are also exploring new formats and creative approaches to capture the attention of viewers and enhance the impact of their advertising messages.

Local special circumstances: Slovakia has a relatively small market compared to other European countries, which presents both opportunities and challenges for advertisers. On one hand, the smaller market size allows advertisers to target specific segments and tailor their messages accordingly. This can result in more effective advertising campaigns and higher return on investment. On the other hand, the limited market size also means that advertisers need to carefully consider their budget allocation and prioritize their advertising efforts.

Underlying macroeconomic factors: The overall economic growth in Slovakia has contributed to the development of the TV & Video Advertising market. As the economy continues to expand, consumer spending power increases, leading to higher demand for products and services. This creates opportunities for advertisers to promote their offerings and drive sales. Additionally, the stable political environment and favorable business climate in Slovakia attract foreign investors, which further stimulates economic growth and supports the advertising industry. In conclusion, the TV & Video Advertising market in Slovakia is experiencing growth due to customer preferences for TV and video content, the shift towards digital advertising, the integration of data and technology, the local market dynamics, and the underlying macroeconomic factors. Advertisers in Slovakia are capitalizing on these trends and opportunities to reach their target audience more effectively and drive business growth.

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.