Market Insights Advertising & Media Advertising

TV & Video Advertising - Southern Europe

Southern Europe

Ad spending in the TV & Video Advertising market in Southern Europe is forecasted to reach US$10.75bn in 2024.
The largest market within this region is Traditional TV Advertising, with a market volume of US$6.87bn in 2024.
When comparing 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$34.88 in 2024.
By 2029, the number of TV Viewers in Southern Europe is anticipated to reach 199.0m users.
In Spain, TV & Video Advertising is seeing a shift towards targeted digital campaigns to reach specific audiences 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 Southern Europe is experiencing significant growth and development.

Customer preferences: One of the key factors driving the growth of the TV & Video Advertising market in Southern Europe is the changing preferences of customers. With the increasing penetration of smartphones and internet connectivity, consumers are increasingly turning to digital platforms for their entertainment needs. This shift in consumer behavior has led to a rise in demand for TV and video content, creating new opportunities for advertisers to reach their target audience through digital channels.

Trends in the market: The TV & Video Advertising market in Southern Europe is witnessing several trends that are shaping its development. One of the prominent trends is the growth of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, enabling them to reach their target audience more effectively and efficiently. This trend is driven by the increasing availability of data and advanced targeting capabilities, which enable advertisers to deliver personalized and relevant ads to consumers. Another trend in the market is the rise of over-the-top (OTT) platforms. OTT platforms are online streaming services that deliver TV and video content directly to consumers over the internet, bypassing traditional distribution channels. This trend is driven by the increasing popularity of on-demand content and the growing number of internet users in Southern Europe. Advertisers are leveraging the reach and engagement of OTT platforms to connect with their target audience and drive brand awareness.

Local special circumstances: Southern Europe is known for its vibrant and diverse culture, which presents unique opportunities and challenges for advertisers. Each country in the region has its own language, traditions, and preferences, which require advertisers to tailor their campaigns accordingly. Advertisers need to understand the local culture and consumer behavior in order to effectively communicate their message and resonate with the target audience.

Underlying macroeconomic factors: The TV & Video Advertising market in Southern Europe is also influenced by underlying macroeconomic factors. The region has experienced economic challenges in recent years, which have impacted consumer spending and advertising budgets. However, as the economy recovers, advertisers are expected to increase their investment in TV and video advertising to capitalize on the growing consumer demand. In conclusion, the TV & Video Advertising market in Southern Europe is witnessing significant growth and development driven by changing customer preferences, trends in the market such as programmatic advertising and the rise of OTT platforms, local special circumstances, and underlying macroeconomic factors. Advertisers in the region need to adapt to these trends and leverage the opportunities presented by the evolving market landscape to effectively reach and engage their target audience.

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.