Traditional TV Advertising - Bahrain

In Bahrain, the ad spending in the Traditional TV Advertising market is forecasted to reach US$39.34m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.26%, leading to a projected market volume of US$39.96m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is predicted to be US$21.91 in 2024.
Within the Traditional TV Advertising market, the number of users is projected to reach 0.0users by 2030.
Bahrain's traditional TV advertising market is seeing a shift towards digital platforms, reflecting changing consumer preferences and technological advancements.

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 Bahrain is experiencing significant growth and development.

Customer preferences: Bahraini consumers still value traditional TV advertising as a reliable and effective means of reaching a wide audience. They appreciate the visual and auditory impact of TV commercials, which can create a lasting impression. Additionally, many viewers find TV advertisements entertaining and enjoy the break they provide during their favorite shows.

Trends in the market: One major trend in the Traditional TV Advertising market in Bahrain is the increasing competition from digital advertising. While digital platforms are gaining popularity, TV advertising remains a dominant force due to its ability to reach a large and diverse audience. Advertisers recognize the importance of a multi-channel approach, combining TV advertising with digital strategies to maximize their reach and impact. Another trend in the market is the rise of targeted advertising. With the advancement of technology, TV networks and advertisers can collect data on viewers' preferences and behaviors. This allows them to deliver more personalized advertisements to specific target audiences, increasing the effectiveness of their campaigns. Advertisers are investing in data analytics and audience segmentation to ensure their TV commercials are reaching the right people at the right time.

Local special circumstances: Bahrain has a relatively small population compared to other countries in the region, which allows advertisers to target their campaigns more effectively. The country also has a high internet penetration rate, with a significant portion of the population having access to streaming services. However, traditional TV still holds a strong position in the market, as many Bahraini households continue to rely on terrestrial and satellite TV for their entertainment needs.

Underlying macroeconomic factors: Bahrain's strong economy and stable political environment contribute to the growth of the Traditional TV Advertising market. The country has a high GDP per capita and a well-developed media industry, attracting both local and international advertisers. Additionally, Bahrain's strategic location in the Gulf region makes it an attractive market for businesses looking to expand their reach in the Middle East. In conclusion, the Traditional TV Advertising market in Bahrain is thriving due to customer preferences for the visual and auditory impact of TV commercials, the increasing competition from digital advertising, the rise of targeted advertising, the country's small population allowing for effective targeting, and the underlying macroeconomic factors of a strong economy and stable political environment. Advertisers in Bahrain are recognizing the importance of integrating TV advertising with digital strategies to maximize their reach and impact.

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.