Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - EAEU

EAEU

Ad spending in the Traditional TV Advertising market of the EAEU country is forecasted to reach US$2.23bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.23%, leading to an estimated market volume of US$2.49bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market of the EAEU is projected to be US$14.55 in 2024.
By 2029, the number of users in the Traditional TV Advertising market of the EAEU is expected to reach 154.5m users.
In the EAEU, Traditional TV Advertising remains a dominant force in the Advertising market despite the rise of digital platforms.

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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Currency

Analyst Opinion

The Traditional TV Advertising market in EAEU is experiencing significant growth and development.

Customer preferences: Customers in the EAEU region still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and online streaming services, many people in the region still rely on traditional television for their entertainment needs. This is due to a number of factors, including the relatively low internet penetration rates in some countries, as well as cultural preferences for watching television as a shared experience with family and friends.

Trends in the market: One of the key trends in the Traditional TV Advertising market in EAEU is the increasing demand for targeted advertising. Advertisers are recognizing the importance of reaching their target audience effectively and are investing in technologies and platforms that allow them to do so. This includes the use of data analytics and audience segmentation to deliver personalized and relevant ads to viewers. Another trend in the market is the integration of digital advertising into traditional TV platforms. Many broadcasters and advertisers are exploring ways to combine the reach and impact of traditional TV with the targeting and measurement capabilities of digital advertising. This includes the use of interactive ads, programmatic buying, and addressable TV advertising.

Local special circumstances: The EAEU region is characterized by a diverse cultural and linguistic landscape. This presents both opportunities and challenges for advertisers. On one hand, advertisers have the opportunity to tailor their messages to specific local markets and reach a wide range of audiences. On the other hand, they need to navigate the complexities of language and cultural differences to ensure their ads resonate with viewers.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in EAEU is also influenced by underlying macroeconomic factors. Economic stability and growth in the region have led to increased consumer spending and advertising budgets. As the economies of EAEU countries continue to develop, advertisers are recognizing the potential of the region and are investing more in traditional TV advertising. In conclusion, the Traditional TV Advertising market in EAEU is experiencing growth and development due to customer preferences for traditional television, the increasing demand for targeted advertising, the integration of digital advertising into traditional TV platforms, the diverse cultural and linguistic landscape of the region, and underlying macroeconomic factors such as economic stability and growth.

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.