Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Bangladesh

Bangladesh

Ad spending in the Traditional TV Advertising market in Bangladesh is forecasted to reach US$75.27m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.98%, leading to a projected market volume of US$83.03m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is expected to be US$0.59 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Bangladesh is projected to reach 133.1m users.
Traditional TV advertising in Bangladesh remains a dominant force in reaching a wide audience despite the rise of digital marketing platforms.

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 Bangladesh has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Bangladesh has a large population, with a significant portion of the population still relying on traditional television as their primary source of entertainment. This has created a strong demand for TV advertising, as companies seek to reach this large audience. Additionally, studies have shown that television advertising is more effective in Bangladesh compared to other forms of advertising, such as digital or print. This is likely due to the wide reach and influence of television in the country.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Bangladesh is the increasing competition among television channels. With the growth of the market, more channels have emerged, offering a wider range of programming options to viewers. This has led to a fragmentation of the audience, making it more challenging for advertisers to reach their target audience effectively. As a result, there has been a shift towards more targeted and niche advertising, with advertisers focusing on specific channels or time slots that attract their desired audience. Another trend in the market is the emergence of interactive TV advertising. With the advancement of technology, television viewers in Bangladesh now have the option to interact with advertisements through their remote controls. This allows advertisers to engage with their audience in a more interactive and personalized way, increasing the effectiveness of their campaigns.

Local special circumstances: Bangladesh is a developing country with a growing middle class. This has led to an increase in disposable income and consumer spending, creating a favorable environment for advertisers. As more people have access to televisions and can afford to purchase products and services, advertisers are keen to tap into this growing market. Furthermore, Bangladesh has a strong culture of family-oriented programming, with many households watching television together. This provides a unique opportunity for advertisers to target multiple generations within a single household, increasing the potential reach and impact of their advertisements.

Underlying macroeconomic factors: The Traditional TV Advertising market in Bangladesh is also influenced by several macroeconomic factors. The country has been experiencing steady economic growth in recent years, which has contributed to an increase in consumer spending. Additionally, the government has implemented policies to promote investment and business growth, attracting both domestic and international companies to the market. These factors have created a favorable business environment for advertisers, leading to increased investment in TV advertising. In conclusion, the Traditional TV Advertising market in Bangladesh is growing due to changing customer preferences, such as the reliance on traditional television and the effectiveness of TV advertising. The market is also influenced by local special circumstances, such as the competition among television channels and the emergence of interactive advertising. Additionally, underlying macroeconomic factors, such as economic growth and government policies, contribute to the development of the market.

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.