Traditional TV Advertising - Chile

In Chile, the ad spending in the Traditional TV Advertising market is forecasted to reach US$450.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.27%, leading to a projected market volume of US$458.10m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$19.28 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is expected to reach 0.0users.
Chile's traditional TV advertising market shows resilience amidst digital disruption, leveraging local cultural nuances for effective audience engagement.

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 Chile is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Chile are increasingly turning to traditional TV advertising as a trusted and reliable source of information and entertainment. With the rise of digital media and online streaming platforms, traditional TV advertising offers a unique and immersive experience that cannot be replicated by other forms of media. Additionally, many consumers in Chile still prefer to watch live TV and enjoy the convenience of flipping through channels and discovering new content.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Chile is the increasing demand for targeted and personalized advertising. Advertisers are now utilizing advanced data analytics and audience segmentation techniques to deliver tailored advertisements to specific demographic groups. This allows them to maximize the impact of their campaigns and reach the right audience at the right time. Furthermore, there is a growing trend of integrating traditional TV advertising with digital platforms, such as social media and online video streaming, to create a seamless and cohesive brand experience. This multi-channel approach enables advertisers to reach a wider audience and maximize their return on investment.

Local special circumstances: Chile has a strong and vibrant television industry, with a wide range of channels and programming options. This diversity in content attracts a large and engaged audience, making it an attractive market for advertisers. Additionally, the Chilean government has implemented regulations to support the local television industry and promote the production of high-quality content. This has led to the creation of unique and compelling programming that appeals to a wide range of viewers. Furthermore, Chile has a growing middle class with increasing disposable income, which is driving consumer spending and fueling the demand for products and services advertised on traditional TV.

Underlying macroeconomic factors: The Traditional TV Advertising market in Chile is also influenced by underlying macroeconomic factors. The country has experienced stable economic growth in recent years, which has resulted in increased consumer spending power. This has created a favorable environment for advertisers, as consumers are more willing to purchase products and services advertised on TV. Additionally, Chile has a strong regulatory framework and political stability, which provides a secure and predictable business environment for advertisers. These factors contribute to the overall growth and development of the Traditional TV Advertising market in Chile. In conclusion, the Traditional TV Advertising market in Chile is growing and evolving, driven by changing customer preferences, local special circumstances, and underlying macroeconomic factors. Advertisers are capitalizing on the unique advantages of traditional TV advertising, such as its immersive experience and broad reach, while also incorporating digital platforms to enhance their campaigns. With a diverse television industry, strong consumer demand, and a favorable business environment, the Traditional TV Advertising market in Chile is poised for continued growth 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.