Traditional TV Advertising - Baltics

Ad spending in the Traditional TV Advertising market in Baltics is forecasted to reach US$150.80m in 2024.
The market is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.17%, leading to a projected market volume of US$152.30m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Baltics is estimated to be US$29.74 in 2024.
By 2030, the number of users in the Traditional TV Advertising market in Baltics is expected to reach 0.0users.
In the Baltics, the shift towards digital platforms is slowly diminishing the prominence of Traditional TV Advertising in the market.

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 Baltics has experienced significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Baltics, there is a strong preference for traditional TV advertising among consumers. Many people still rely on traditional television as their primary source of entertainment and information, leading to a high demand for TV advertising. Additionally, the older population in the region is more likely to watch traditional TV, further contributing to the popularity of TV advertising.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Baltics is the shift towards targeted advertising. Advertisers are increasingly using data analytics and audience segmentation to deliver more personalized and relevant ads to viewers. This trend is driven by the need to maximize the effectiveness of advertising campaigns and reach the right audience. As a result, advertisers are investing in technologies and partnerships that allow them to target specific demographics and interests. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are leveraging digital platforms and technologies to enhance the reach and impact of their TV ads. For example, interactive ads that prompt viewers to engage with the content or provide feedback are becoming more common. Additionally, advertisers are using social media and online platforms to amplify the reach of their TV campaigns and generate additional buzz.

Local special circumstances: The Baltics region has a unique media landscape, with a limited number of TV channels and a relatively small population. This creates a competitive environment for advertisers, as they need to find ways to stand out and capture the attention of viewers. As a result, there is a strong emphasis on creativity and innovation in TV advertising campaigns in Baltics. Advertisers are constantly exploring new formats, storytelling techniques, and visual effects to create memorable and impactful ads.

Underlying macroeconomic factors: The economic growth and stability in the Baltics region have also contributed to the development of the Traditional TV Advertising market. As the economy continues to expand, businesses have more resources to invest in advertising, including TV advertising. Additionally, the increasing disposable income of consumers allows them to spend more on products and services, creating a larger market for advertisers to target. In conclusion, the Traditional TV Advertising market in Baltics is thriving due to customer preferences for traditional TV, the adoption of targeted and digital advertising strategies, the competitive media landscape, and the underlying macroeconomic factors. Advertisers in the region are constantly adapting to changing trends and leveraging new technologies to maximize the impact of their TV campaigns.

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.