Market Insights Advertising & Media Advertising

TV & Video Advertising - Southern Africa

Southern Africa

Ad spending in the TV & Video Advertising market in Southern Africa is forecasted to reach US$799.70m in 2024.
The largest market withSouthern_Africa is Traditional TV Advertising with a market volume of US$568.30m in 2024.
When looking at global comparison, the United States is expected to generate the highest 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$10.67 in 2024.
The number of TV Viewers in Southern Africa is anticipated to be 55.7m users by 2029.
Southern Africa's TV & Video Advertising market is seeing a shift towards digital platforms to reach a more tech-savvy 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 Southern Africa is experiencing significant growth and development, driven by various factors.

Customer preferences: Customers in Southern Africa are increasingly turning to television and video advertising as a means of reaching their target audience. This is due to the widespread availability and accessibility of television and video content, as well as the growing popularity of digital platforms. Customers are also drawn to the visual and engaging nature of TV and video advertising, which allows them to effectively communicate their brand message to a wide audience.

Trends in the market: One of the key trends in the TV & Video Advertising market in Southern Africa is the shift towards digital advertising. With the increasing penetration of smartphones and internet connectivity in the region, advertisers are capitalizing on the growing number of digital platforms to reach their target audience. This trend is driven by the changing media consumption habits of consumers, who are spending more time online and less time watching traditional television. As a result, advertisers are investing more in digital video advertising to engage with their audience effectively. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad space, making it more efficient and cost-effective. This trend is gaining traction in Southern Africa as advertisers seek to optimize their advertising budgets and improve targeting capabilities. Programmatic advertising also offers real-time data and analytics, allowing advertisers to measure the effectiveness of their campaigns and make data-driven decisions.

Local special circumstances: One of the unique circumstances in Southern Africa is the diversity of languages and cultures in the region. This presents both opportunities and challenges for advertisers. On one hand, advertisers can tailor their TV and video advertising to specific language and cultural groups, allowing them to effectively connect with their target audience. On the other hand, advertisers need to carefully navigate cultural sensitivities and ensure that their messaging is appropriate and resonates with the local population.

Underlying macroeconomic factors: The TV & Video Advertising market in Southern Africa is also influenced by macroeconomic factors such as population growth, urbanization, and increasing disposable income. As the population in the region continues to grow, advertisers have a larger audience to target. Urbanization is also driving the demand for TV and video advertising, as more people move to cities and have access to television and digital platforms. Additionally, the rising disposable income in the region is enabling consumers to afford the products and services advertised on TV and video platforms. In conclusion, the TV & Video Advertising market in Southern Africa is experiencing growth and development driven by customer preferences for visual and engaging advertising, as well as the shift towards digital and programmatic advertising. Local special circumstances such as language and cultural diversity present both opportunities and challenges for advertisers. Underlying macroeconomic factors such as population growth, urbanization, and increasing disposable income further contribute to the development 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.