Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - D-A-CH

D-A-CH

Ad spending in the Traditional TV Advertising market in D-A-CH is forecasted to reach US$6.06bn in 2025.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2025-2029) of -0.12%, leading to a projected market volume of US$6.03bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in D-A-CH is estimated to be US$72.38 in 2025.
By 2029, the number of users in the Traditional TV Advertising market in D-A-CH is expected to reach 84.6m users.
In D-A-CH, Traditional TV Advertising is facing challenges as digital platforms gain traction among advertisers seeking more targeted and measurable marketing opportunities.

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

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Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in D-A-CH has been experiencing significant growth in recent years.

Customer preferences: Customers in the D-A-CH region still have a strong preference for traditional TV advertising. Despite the rise of digital advertising platforms, many consumers in this region continue to watch television as their primary source of entertainment. This has led to a high demand for TV advertising slots, as advertisers seek to reach a large audience through this medium.

Trends in the market: One of the key trends in the Traditional TV Advertising market in D-A-CH is the shift towards targeted advertising. Advertisers are increasingly looking for ways to reach specific demographics within the TV audience. This has led to the development of advanced targeting technologies that allow advertisers to deliver their messages to the right audience at the right time. As a result, TV advertising in D-A-CH has become more personalized and relevant to viewers. Another trend in the market is the integration of digital technologies into traditional TV advertising. Advertisers are now using interactive features such as clickable ads and QR codes to engage viewers and drive them to take action. This has made TV advertising in D-A-CH more interactive and measurable, allowing advertisers to track the effectiveness of their campaigns and make data-driven decisions.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in D-A-CH is the strong presence of public broadcasters. Public broadcasters in this region have a wide reach and are trusted sources of news and entertainment. As a result, many advertisers choose to partner with these broadcasters to reach a broad audience. This has created a competitive market for TV advertising slots, with advertisers vying for prime time slots on popular channels.

Underlying macroeconomic factors: The strong economy in the D-A-CH region has also contributed to the growth of the Traditional TV Advertising market. With a high standard of living and disposable income, consumers in this region have the purchasing power to support the TV advertising industry. Additionally, the stable political and regulatory environment in D-A-CH provides a favorable business climate for advertisers. In conclusion, the Traditional TV Advertising market in D-A-CH is growing due to customer preferences for television as a primary source of entertainment, the shift towards targeted advertising, the integration of digital technologies, the presence of public broadcasters, and the strong economy in the region. These factors have created a thriving market for TV advertising in D-A-CH, with advertisers seeking to reach a large and engaged audience through this medium.

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.