Traditional TV Advertising - Asia

Ad spending in the Traditional TV Advertising market in Asia is forecasted to reach US$41.58bn in 2024.
The annual growth rate (CAGR 2024-2030) is anticipated to be 0.96%, leading to a projected market volume of US$44.04bn by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Asia is expected to be US$13.26 in 2024.
The number of users in the Traditional TV Advertising market in Asia is forecasted to reach 0.0users by 2030.
Traditional TV Advertising in Japan is rapidly declining as digital platforms gain popularity among consumers, leading to a shift in advertising strategies in the country.

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.

Moving image formats broadcasted over traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered over Internet Protocol networks (IPTV)
Spending for pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators

Online TV advertising (e.g., ad spending for TV viewed online, delivered by traditional broadcasters via their websites)

The Traditional TV Advertising market in Asia is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Asia have shifted towards consuming media content through digital platforms, such as streaming services and social media. This has led to a decline in traditional TV viewership and an increase in online video consumption. As a result, advertisers are adapting their strategies to reach consumers through digital channels, including targeted online advertising and partnerships with popular streaming platforms. Trends in the market indicate a shift towards programmatic advertising, which uses data and automation to deliver targeted ads to specific audiences. This allows advertisers to optimize their campaigns and reach the right viewers at the right time. Additionally, there is a growing demand for interactive and engaging ad formats, such as interactive overlays and shoppable ads, to capture the attention of consumers in a crowded media landscape. Local special circumstances in different Asian countries also contribute to the development of the Traditional TV Advertising market. For example, in countries with large populations and diverse demographics, advertisers are adopting localized advertising strategies to target specific consumer segments. This includes creating content in local languages, featuring local celebrities, and incorporating cultural references that resonate with the target audience. Underlying macroeconomic factors play a significant role in the growth of the Traditional TV Advertising market in Asia. Economic growth and increasing disposable incomes in many Asian countries have led to a rise in consumer spending and purchasing power. This creates opportunities for advertisers to promote their products and services through traditional TV advertising, as consumers have more discretionary income to spend on goods and services. In conclusion, the Traditional TV Advertising market in Asia is developing and evolving in response to changing customer preferences, emerging market trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to reach consumers through digital platforms, utilizing programmatic advertising and interactive ad formats. Additionally, localized advertising strategies and economic growth contribute to the growth of the market in Asia.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Television changed the world; now technology is changing television. After a pandemic-related decrease in ad spending in 2020, global television ad spending has since returned to growth over the first half of the 2020s but has not succeeded in going back to its pre-pandemic figures. At the same time, TV’s share of global ad spending has been decreasing year-after-year. TV’s global deceleration is mostly attributable to a slowdown in linear TV investments, while spending on digital TV is showing no signs of slowing down. Connected TV (CTV) ad revenue worldwide is expected to almost double between 2022 and 2028, as more and more viewers ditch linear TV in favor of devices connected to the internet.