Traditional TV Advertising - Dominican Republic

Ad spending in the Traditional TV Advertising market in the Dominican Republic is forecasted to reach US$241.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.91%, leading to an estimated market volume of US$255.00m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$24.07 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is expected to be 0.0users.
Traditional TV Advertising in the Dominican Republic is experiencing a resurgence as local businesses capitalize on its broad reach and impact on consumer behavior.

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 Dominican Republic has been experiencing significant growth in recent years.

Customer preferences: Dominican Republic is known for its strong television culture, with a large portion of the population relying on traditional TV as their primary source of entertainment. This preference for TV has translated into a high demand for traditional TV advertising, as companies seek to reach the widest possible audience.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Dominican Republic is the increasing competition from digital advertising. While traditional TV advertising still dominates the market, digital platforms are gaining popularity among advertisers due to their ability to target specific audiences and provide more measurable results. However, traditional TV advertising continues to thrive due to its wide reach and ability to engage viewers through audiovisual content. Another trend in the market is the shift towards programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of TV ad inventory, making it more efficient and cost-effective. This trend is driven by the need for advertisers to optimize their ad spend and target specific audience segments.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in Dominican Republic is the dominance of local broadcasters. Local TV stations have a strong presence in the market and attract a significant portion of advertising budgets. This is due to their ability to provide localized content and connect with the local audience. Advertisers often choose to partner with local broadcasters to reach their target market effectively.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Dominican Republic can be attributed to several macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in consumer spending. This has resulted in higher advertising budgets for businesses looking to capitalize on the growing consumer demand. Furthermore, the government has been actively promoting the tourism industry, which has attracted international brands to invest in the country. These brands often utilize traditional TV advertising to reach both domestic and international audiences. In conclusion, the Traditional TV Advertising market in Dominican Republic is witnessing growth due to customer preferences for traditional TV, increasing competition from digital advertising, and the shift towards programmatic advertising. The dominance of local broadcasters and the favorable macroeconomic factors have also contributed to the market's development.

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.