Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Bosnia and Herzegovina

Bosnia and Herzegovina

Ad spending in the Traditional TV Advertising market in Bosnia and Herzegovina is forecasted to reach US$14.65m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.57%, leading to a projected market volume of US$15.07m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$5.69 in 2024.
The number of users in the Traditional TV Advertising market is expected to reach 2.58m users by 2029.
In Bosnia and Herzegovina, Traditional TV Advertising remains a dominant force in the Advertising market, favored for its broad reach and impact on viewers.

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 Bosnia and Herzegovina is experiencing steady growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Bosnia and Herzegovina are shifting towards digital media consumption, which has led to a decline in traditional TV viewership. This change in customer behavior is driven by the increasing availability and affordability of internet access, as well as the popularity of online streaming platforms. As a result, advertisers are adapting their strategies to reach audiences through digital channels, including social media and online video platforms. Trends in the market indicate a shift towards targeted advertising and programmatic buying. Advertisers are increasingly leveraging data and analytics to identify specific target audiences and deliver personalized messages. This trend is driven by the desire to maximize advertising effectiveness and minimize wastage. Programmatic buying, which involves the automated purchase of advertising inventory, allows advertisers to reach their target audience more efficiently and cost-effectively. Local special circumstances in Bosnia and Herzegovina also contribute to the development of the Traditional TV Advertising market. The country has a diverse media landscape, with a mix of public and private broadcasters. This diversity provides advertisers with a range of options to reach their target audience. Additionally, the relatively low cost of advertising in Bosnia and Herzegovina compared to other European countries makes it an attractive market for advertisers. Underlying macroeconomic factors play a role in the development of the Traditional TV Advertising market in Bosnia and Herzegovina. The country has seen steady economic growth in recent years, which has led to increased consumer spending power. This provides advertisers with opportunities to promote their products and services to a growing consumer base. Additionally, the government's efforts to attract foreign investment and promote tourism have also contributed to the growth of the advertising market. In conclusion, the Traditional TV Advertising market in Bosnia and Herzegovina is developing in response to changing customer preferences, emerging trends, local special circumstances, and underlying macroeconomic factors. Advertisers are adapting their strategies to reach audiences through digital channels, leveraging data and analytics for targeted advertising, and taking advantage of the diverse media landscape and relatively low advertising costs in the country. The steady economic growth and government initiatives to attract investment and promote tourism further 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) 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.