Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - ASEAN

ASEAN

Ad spending in the Traditional TV Advertising market in ASEAN is forecasted to reach US$6.03bn by 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.88%, leading to a projected market volume of US$6.62bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in ASEAN is estimated to be US$13.05 in 2024.
The number of users in the Traditional TV Advertising market in ASEAN is expected to reach 480.7m users by 2029.
In the ASEAN region, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the market.

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in ASEAN is experiencing significant growth and development, driven by changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Customer preferences in the ASEAN region are shifting towards digital platforms and online streaming services, leading to a decline in traditional TV viewership. This change is primarily driven by the increasing availability of high-speed internet and the proliferation of smartphones and other mobile devices. Customers now have more options for entertainment and are choosing to consume content on-demand, at their convenience. As a result, advertisers are adapting their strategies to reach these customers through digital advertising channels. Trends in the market indicate a growing emphasis on targeted advertising and programmatic buying. Advertisers are increasingly using data analytics and artificial intelligence to identify and reach specific audience segments with personalized messages. This allows for more effective and efficient advertising campaigns, maximizing the return on investment for advertisers. Additionally, the rise of over-the-top (OTT) platforms and streaming services has created new opportunities for advertisers to reach a wider audience and engage with viewers on multiple devices. Local special circumstances in the ASEAN region also contribute to the development of the Traditional TV Advertising market. Each country within ASEAN has its own unique cultural and linguistic characteristics, which necessitate localized advertising strategies. Advertisers must tailor their messages and creative content to resonate with the local audience, taking into account cultural sensitivities and preferences. This localization ensures that the advertising campaigns are relevant and impactful, leading to increased brand awareness and customer engagement. Underlying macroeconomic factors play a crucial role in the development of the Traditional TV Advertising market in ASEAN. Economic growth and increasing disposable incomes in the region have resulted in a larger consumer base with more purchasing power. Advertisers recognize the potential of this growing market and are investing in TV advertising to capture the attention of consumers. Furthermore, the ASEAN region is experiencing rapid urbanization, which has led to the expansion of TV networks and the availability of more advertising inventory. This provides advertisers with greater opportunities to reach their target audience and generate brand awareness. In conclusion, the Traditional TV Advertising market in ASEAN is evolving to meet the changing customer preferences and emerging trends in the region. Advertisers are adapting their strategies to leverage digital platforms and target specific audience segments. Localization and cultural considerations are also important factors in the development of the market. Finally, underlying macroeconomic factors such as economic growth and urbanization contribute to the expansion of the TV advertising market in ASEAN.

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.