Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Belgium

Belgium

Ad spending in the Traditional TV Advertising market in Belgium is forecasted to reach US$787.70m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -3.86%, leading to a projected market volume of US$646.80m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Belgium is projected to be US$53.70 in 2024.
The number of users in the Traditional TV Advertising market in Belgium is expected to reach 14.9m users by 2029.
Traditional TV advertising in Belgium is facing a decline as digital platforms offer more targeted and cost-effective ways to reach audiences.

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 Belgium has been experiencing significant growth in recent years.

Customer preferences: Belgian consumers still have a strong preference for traditional television, as it remains the most popular form of media consumption in the country. This is due to several factors, including the wide availability of television channels and the convenience of watching programs at scheduled times. Additionally, many viewers appreciate the high-quality production and immersive experience that traditional TV advertising offers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Belgium is the increasing use of targeted advertising. With the advent of digital technologies, broadcasters are able to collect data on viewers' preferences and behaviors, allowing them to deliver more personalized advertisements. This trend is driven by the desire to maximize the effectiveness of advertising campaigns and increase return on investment. Another trend in the market is the integration of online and traditional TV advertising. As more viewers consume television content through online platforms and streaming services, advertisers are recognizing the need to reach these audiences. This has led to the development of cross-platform advertising strategies, where advertisements are simultaneously broadcasted on traditional TV channels and online platforms.

Local special circumstances: Belgium is a small country with a diverse population, consisting of both Dutch-speaking and French-speaking communities. This linguistic divide has an impact on the Traditional TV Advertising market, as advertisers need to create separate campaigns to target each audience. This adds complexity to advertising strategies and requires a deep understanding of the cultural nuances and preferences of each community.

Underlying macroeconomic factors: The stable and prosperous economy of Belgium has played a significant role in the development of the Traditional TV Advertising market. With a high standard of living and disposable income, Belgian consumers have the purchasing power to support the television industry. Furthermore, the country's strong infrastructure and technological advancements have facilitated the growth of the broadcasting sector, allowing advertisers to reach a wide audience. In conclusion, the Traditional TV Advertising market in Belgium is thriving due to customer preferences for traditional television, the adoption of targeted advertising, the integration of online and traditional TV advertising, the linguistic divide in the country, and the underlying macroeconomic factors. As technology continues to evolve and consumer behaviors change, it will be interesting to see how the market adapts and innovates to maintain its growth.

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.