Traditional TV Advertising - Eastern Asia

Ad spending in the Traditional TV Advertising market in Eastern Asia is forecasted to reach US$28.62bn in 2024.
The expected annual growth rate (CAGR 2024-2030) is 0.23%, leading to a projected market volume of US$29.02bn by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$26.67 in 2024.
The number of users in the Traditional TV Advertising market is anticipated to reach 0.0users by 2030.
In Japan, Traditional TV Advertising remains a dominant force, with brands leveraging its wide reach and influence to engage with consumers effectively.

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 Eastern Asia is experiencing significant growth and development.

Customer preferences: Customers in Eastern Asia still have a strong preference for traditional TV advertising. Many people in the region continue to watch TV as their main source of entertainment and information. This preference for TV viewing has created a large and captive audience for advertisers, making traditional TV advertising a highly effective and popular marketing tool.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Eastern Asia is the increasing demand for localized content. Viewers in this region have a strong preference for content that is tailored to their specific cultural and linguistic needs. As a result, advertisers are increasingly focusing on creating advertisements that are relevant and appealing to the local audience. This trend has led to the growth of local advertising agencies and production houses that specialize in creating localized TV commercials. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to target specific audience segments based on their demographics, interests, and viewing habits. This technology has revolutionized the way TV advertising is bought and sold, making it more efficient and cost-effective. Advertisers in Eastern Asia are increasingly adopting programmatic advertising to reach their target audience more effectively.

Local special circumstances: One of the unique characteristics of the Traditional TV Advertising market in Eastern Asia is the dominance of state-owned TV networks. In many countries in the region, the government controls the majority of the TV broadcasting industry. This has both advantages and disadvantages for advertisers. On one hand, state-owned TV networks have a wide reach and high viewership, making them an attractive platform for advertising. On the other hand, advertisers may face restrictions and regulations imposed by the government, which can limit their creative freedom and control over the advertising content.

Underlying macroeconomic factors: The rapid economic growth in Eastern Asia has contributed to the development of the Traditional TV Advertising market. As countries in the region continue to experience strong economic growth, the disposable income of consumers is increasing. This has led to a rise in consumer spending, including spending on goods and services advertised on TV. Advertisers are capitalizing on this trend by increasing their advertising budgets and investing in TV advertising to attract and engage the growing consumer base in Eastern Asia. In conclusion, the Traditional TV Advertising market in Eastern Asia is expanding due to customer preferences for traditional TV viewing, the increasing demand for localized content, the adoption of programmatic advertising, the dominance of state-owned TV networks, and the underlying macroeconomic factors such as rapid economic growth. Advertisers in the region are leveraging these trends and special circumstances to effectively reach and engage their target audience.

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.