Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Argentina

Argentina

Ad spending in the Traditional TV Advertising market in Argentina is forecasted to reach US$0.98bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.15%, leading to a projected market volume of US$1.09bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$22.57 in 2024.
The number of users in the Traditional TV Advertising market is expected to reach 45.5m users by 2029.
Despite the rise of digital platforms, Argentina's traditional TV advertising market remains resilient, attracting a significant portion of ad spending due to its wide reach.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to 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). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Argentina is experiencing significant growth and development.

Customer preferences: Argentinian consumers still have a strong preference for traditional television, which has contributed to the growth of the Traditional TV Advertising market. Despite the rise of digital platforms and streaming services, many viewers in Argentina continue to rely on traditional television for their entertainment needs. This preference for traditional TV has created a lucrative market for advertisers to reach a wide audience.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Argentina is the increasing demand for targeted advertising. Advertisers are recognizing the importance of reaching specific demographics and are investing in targeted advertising campaigns to maximize their impact. This trend has been driven by advancements in data analytics and audience measurement, allowing advertisers to better understand their target audience and tailor their advertisements accordingly. Another trend in the market is the integration of digital advertising into traditional TV platforms. Many broadcasters in Argentina are incorporating digital elements into their traditional TV programming, such as interactive ads and sponsored content. This integration allows advertisers to engage with viewers in new and innovative ways, enhancing the effectiveness of their advertising campaigns.

Local special circumstances: Argentina has a highly competitive media landscape, with a wide range of television channels and networks vying for viewership. This competition has led to increased investment in advertising, as broadcasters strive to attract advertisers and generate revenue. The high level of competition also means that advertisers need to be creative and strategic in order to stand out from their competitors.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Argentina can also be attributed to the country's economic stability and increasing consumer purchasing power. As the economy improves, consumers have more disposable income to spend on products and services, leading to increased advertising expenditure. Additionally, the stability of the economy has attracted foreign investment, which has further fueled the growth of the advertising industry. In conclusion, the Traditional TV Advertising market in Argentina is flourishing due to customer preferences for traditional television, the increasing demand for targeted advertising, the integration of digital advertising into traditional TV platforms, the competitive media landscape, and the country's economic stability. These factors have created a favorable environment for advertisers to reach a wide audience and maximize the effectiveness of their advertising campaigns.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

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, 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, number of households with television, and 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.