Traditional TV Advertising - Cambodia

Ad spending in the Traditional TV Advertising market in Cambodia is forecasted to reach US$34.84m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 2.21%, leading to a projected market volume of US$39.73m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$3.28 in 2024.
Within the Traditional TV Advertising market in Cambodia, the number of users is expected to reach 0.0users by 2030.
Traditional TV advertising in Cambodia is experiencing a resurgence due to its broad reach and effectiveness in targeting the local population.

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

Customer preferences: Cambodian consumers still heavily rely on traditional television as their primary source of entertainment and information. This is due to factors such as limited internet access and affordability of television sets compared to other devices. As a result, advertisers are keen to reach this large and engaged audience through traditional TV advertising.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Cambodia is the increasing number of local television channels. With the liberalization of the media industry and the availability of more broadcasting licenses, there has been a surge in the number of television channels in the country. This has created more advertising opportunities for businesses, as they can now choose from a wider range of channels to reach their target audience. Another trend in the market is the growing popularity of reality TV shows and local productions. Cambodian audiences are increasingly drawn to local content that reflects their own culture and experiences. Advertisers have taken note of this trend and are investing in sponsorship and product placements within these popular shows. This allows them to engage with viewers in a more authentic and relatable way, leading to higher brand awareness and customer loyalty.

Local special circumstances: One of the unique characteristics of the Cambodian market is the dominance of family-owned television stations. Many of these stations have been in operation for decades and have established strong relationships with their viewers. Advertisers often prefer to work with these local stations, as they have a deep understanding of the local market and can provide tailored advertising solutions. This has led to a strong partnership between advertisers and television stations, contributing to the growth of the Traditional TV Advertising market in Cambodia.

Underlying macroeconomic factors: Cambodia has experienced steady economic growth in recent years, leading to an increase in disposable income among its population. This has resulted in higher consumer spending, including on products and services advertised on television. Advertisers recognize the potential of the Cambodian market and are allocating more resources to traditional TV advertising to capitalize on the growing consumer demand. In conclusion, the Traditional TV Advertising market in Cambodia is developing at a rapid pace due to changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are leveraging the popularity of traditional television and the increasing number of local channels to reach a large and engaged audience. The growth of the market is also driven by the popularity of reality TV shows and local productions, which allow advertisers to connect with viewers in a more authentic way. With the continuous economic growth in Cambodia, the Traditional TV Advertising market is expected to further expand in the coming years.

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.