Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Central Africa

Central Africa

Ad spending in the Traditional TV Advertising market in Central Africa is forecasted to reach US$89.82m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.11%, leading to a projected market volume of US$90.31m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Central Africa is expected to be US$1.94 in 2024.
The number of users in the Traditional TV Advertising market in Central Africa is projected to reach 52.9m users by 2029.
Traditional TV Advertising in Central Africa is experiencing a resurgence, with local businesses increasingly utilizing this medium to reach a broader audience effectively.

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 Central Africa is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Central Africa are shifting towards traditional TV advertising due to its wide reach and effectiveness in reaching the target audience. Despite the rise of digital advertising platforms, many consumers in Central Africa still rely on traditional TV as their primary source of entertainment and information. This preference for traditional TV creates a lucrative market for advertisers to reach a large audience and promote their products or services effectively. Trends in the Traditional TV Advertising market in Central Africa are also contributing to its development. Advertisers are increasingly adopting innovative strategies to capture the attention of viewers, such as creating engaging and interactive advertisements. Additionally, there is a growing trend of targeted advertising, where advertisers tailor their messages to specific audience segments to maximize the impact of their campaigns. These trends are driving the growth of the Traditional TV Advertising market in Central Africa and providing new opportunities for advertisers to connect with their target audience. Local special circumstances in Central Africa also play a role in the development of the Traditional TV Advertising market. In many countries in the region, there is limited access to the internet and digital platforms, making traditional TV the most accessible and effective advertising medium. Additionally, cultural factors and language diversity in Central Africa contribute to the popularity of traditional TV advertising, as it allows advertisers to reach a diverse audience with localized content. Underlying macroeconomic factors are also fueling the growth of the Traditional TV Advertising market in Central Africa. The region has been experiencing steady economic growth, leading to an increase in disposable income and consumer spending. As a result, advertisers are investing more in traditional TV advertising to capitalize on the growing consumer market and promote their products or services to a larger audience. In conclusion, the Traditional TV Advertising market in Central Africa is developing due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the effectiveness of traditional TV advertising in reaching a wide audience and are adopting innovative strategies to maximize the impact of their campaigns. With the region's steady economic growth and cultural factors favoring traditional TV, the market is expected to continue its growth 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.