Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - BRICS

BRICS

Ad spending in the Traditional TV Advertising market in BRICS is forecasted to reach US$23.96bn in 2025.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2025-2029) of 1.28%, leading to a projected market volume of US$25.21bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in BRICS is expected to be US$9.85 in 2025.
The number of users in the Traditional TV Advertising market in BRICS is projected to reach 2.5bn users by 2029.
In Brazil, the traditional TV advertising market in the BRICS countries is experiencing a shift towards digital platforms due to changing consumer viewing habits.

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 BRICS is experiencing significant growth and development due to various factors.

Customer preferences: Customers in BRICS countries still have a strong preference for traditional TV advertising. Despite the rise of digital advertising, traditional TV advertising continues to be a popular choice among consumers. This is due to the wide reach and influence of television, which remains a primary source of entertainment and information for many people in these countries.

Trends in the market: One of the key trends in the Traditional TV Advertising market in BRICS is the increasing investment by companies in TV advertising. As the economies in BRICS countries continue to grow, companies are allocating more resources towards advertising on television. This is driven by the need to reach a large audience and create brand awareness. Another trend in the market is the emergence of targeted advertising on television. With advancements in technology, companies are now able to target specific demographics and audiences with their TV advertisements. This allows for more effective and personalized advertising campaigns, leading to higher engagement and conversion rates.

Local special circumstances: Each BRICS country has its own unique circumstances that impact the Traditional TV Advertising market. For example, in Brazil, the popularity of telenovelas (soap operas) has created a lucrative advertising market for companies looking to reach a large and engaged audience. In Russia, the state-owned television networks play a significant role in the advertising industry, with many companies relying on these networks to reach their target audience.

Underlying macroeconomic factors: The economic growth in BRICS countries is a major driver of the Traditional TV Advertising market. As these countries continue to develop and expand their middle class, there is a growing consumer base for companies to target through television advertising. Additionally, the increasing disposable income in these countries allows for greater spending on advertising by companies. Furthermore, the regulatory environment in BRICS countries also plays a role in the development of the Traditional TV Advertising market. Governments in these countries have implemented policies and regulations that support the growth of the advertising industry, creating a favorable business environment for companies. In conclusion, the Traditional TV Advertising market in BRICS is experiencing growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As companies continue to invest in TV advertising and target specific audiences, the market is expected to further expand in the coming years.

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.