Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Cameroon

Cameroon

Ad spending in the Traditional TV Advertising market in Cameroon is forecasted to reach US$19.44m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.34%, leading to an estimated market volume of US$19.77m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$1.15 in 2024.
It is expected that the number of users in the Traditional TV Advertising market will reach 19.1m users by 2029.
Traditional TV advertising in Cameroon is experiencing a resurgence due to its ability to reach a wide audience in both urban and rural areas.

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

Customer preferences: Cameroonian consumers still rely heavily on traditional TV as their primary source of entertainment and information. This preference for traditional TV has contributed to the growth of the advertising market in the country.

Trends in the market: One of the major trends in the Traditional TV Advertising market in Cameroon is the increasing demand for local content. Cameroonian viewers have shown a strong preference for locally produced TV shows and movies, which has led to an increase in advertising opportunities for local businesses. Advertisers are recognizing the importance of targeting this specific audience and are investing in advertising slots during popular local TV programs. Another trend in the market is the rise of digital advertising on TV. With the increasing availability and affordability of internet services in Cameroon, viewers are now able to access digital content on their TV screens. This has opened up new advertising opportunities for digital platforms and online businesses looking to reach a wider audience.

Local special circumstances: Cameroon is a diverse country with multiple ethnic groups and languages. This diversity presents a unique challenge for advertisers who need to create content that resonates with different cultural groups. Advertisers are adapting their strategies to include localized content that appeals to specific regional or ethnic audiences. This approach helps them connect with consumers on a deeper level and drive engagement.

Underlying macroeconomic factors: The economic growth and stability in Cameroon have also contributed to the development of the Traditional TV Advertising market. As the economy continues to grow, businesses are investing more in advertising to promote their products and services. This increased advertising spending has fueled the growth of the market and created new opportunities for advertisers. In conclusion, the Traditional TV Advertising market in Cameroon is experiencing growth and development due to customer preferences for traditional TV, the demand for local content, the rise of digital advertising, the need for localized advertising strategies, and the overall economic growth in the country. Advertisers in Cameroon are adapting to these trends and special circumstances to effectively reach their target audience and drive business 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.