Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Croatia

Croatia

Ad spending in the Traditional TV Advertising market in Croatia is forecasted to reach US$41.54m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.30%, leading to a projected market volume of US$38.90m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Croatia is estimated to be US$11.06 in 2024.
The number of users in the Traditional TV Advertising market in Croatia is expected to reach 3.7m users by 2029.
In Croatia, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the market.

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Croatia has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the continued popularity of traditional TV among Croatian consumers. Despite the rise of digital platforms and streaming services, many people in Croatia still prefer to watch TV through traditional channels. This preference for traditional TV has created a strong demand for advertising on these platforms.

Trends in the market: There are several key trends driving the growth of the Traditional TV Advertising market in Croatia. Firstly, advertisers are recognizing the effectiveness of TV advertising in reaching a wide audience. TV has a broad reach and allows advertisers to target specific demographics through different channels and time slots. This targeted approach has proven to be successful in reaching Croatian consumers and driving sales. Another trend in the market is the increasing use of data and analytics in TV advertising. Advertisers are leveraging data to better understand their target audience and optimize their advertising campaigns. By analyzing viewer data, advertisers can identify the most effective channels, time slots, and content for their ads, resulting in higher engagement and conversion rates.

Local special circumstances: Croatia has a unique media landscape that contributes to the growth of the Traditional TV Advertising market. The country has a diverse range of TV channels, both public and private, catering to different interests and demographics. This variety of channels provides advertisers with a wide range of options to reach their target audience.

Underlying macroeconomic factors: The strong performance of the Croatian economy has also played a role in the growth of the Traditional TV Advertising market. With a stable and growing economy, businesses have more confidence to invest in advertising to promote their products and services. This increased advertising spending has contributed to the growth of the TV advertising market. In conclusion, the Traditional TV Advertising market in Croatia is experiencing significant growth due to the continued preference for traditional TV among consumers, the effectiveness of TV advertising in reaching a wide audience, the increasing use of data and analytics in advertising, the diverse media landscape in the country, and the strong performance of the Croatian economy. As these trends continue, 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.