Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Armenia

Armenia

Ad spending in the Traditional TV Advertising market in Armenia is forecasted to reach US$14.15m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 2.22%, leading to a projected market volume of US$15.79m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$6.12 in 2024.
By 2029, the number of users in the Traditional TV Advertising market is anticipated to reach 2.3m users.
Armenia's Traditional TV Advertising market is experiencing a shift towards digital platforms to reach tech-savvy audiences effectively.

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 Armenia is experiencing significant growth and development due to various factors.

Customer preferences: Armenian consumers have shown a strong preference for traditional TV advertising. They enjoy watching television programs and often rely on it as a primary source of entertainment. As a result, advertisers see television as an effective medium to reach their target audience. Additionally, traditional TV advertising allows for a wide reach and the ability to engage viewers through compelling visuals and storytelling.

Trends in the market: One major trend in the Armenian Traditional TV Advertising market is the increasing competition among TV channels. With the rise of digital platforms and streaming services, traditional TV channels are facing stiff competition for viewership. In response, these channels are investing heavily in advertising to attract and retain audiences. This has led to a surge in TV advertising spending, as channels strive to offer attractive advertising packages to businesses. Another trend in the market is the integration of technology into traditional TV advertising. As viewers increasingly consume content on multiple devices, advertisers are adapting their strategies to reach them across different platforms. This includes the use of interactive ads, personalized content, and targeted advertising based on viewer preferences and behavior. These technological advancements have made traditional TV advertising more engaging and effective, further driving its growth in Armenia.

Local special circumstances: Armenia has a unique media landscape that contributes to the growth of traditional TV advertising. The country has a strong television industry, with a wide range of channels catering to different demographics and interests. This diversity allows advertisers to target specific audiences and tailor their messages accordingly. Additionally, the Armenian population has a high TV penetration rate, with a significant portion of households owning a television set. This widespread access to television creates ample opportunities for advertisers to reach a large audience.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Armenia can also be attributed to favorable macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has resulted in businesses allocating more resources towards advertising, including traditional TV advertising. Furthermore, Armenia has a stable political environment and a growing tourism industry, which attracts both local and international businesses. These factors create a conducive environment for the growth of the Traditional TV Advertising market. In conclusion, the Traditional TV Advertising market in Armenia is witnessing significant growth and development due to customer preferences, market trends, local special circumstances, and underlying macroeconomic factors. As consumers continue to embrace traditional TV as a source of entertainment, advertisers are investing in TV advertising to reach their target audience effectively. The integration of technology and the highly competitive TV landscape further contribute to the growth of this market. With favorable macroeconomic conditions, the Traditional TV Advertising market in Armenia is expected to continue its upward trajectory in the coming years.

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.