Traditional TV Advertising - Eastern Europe

Ad spending in the Traditional TV Advertising market in Eastern Europe is forecasted to reach US$2.63bn in 2024.
The market is anticipated to experience an annual growth rate (CAGR 2024-2030) of 2.05%, leading to a projected market volume of US$2.97bn by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is expected to be US$15.36 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is estimated to reach 0.0users.
Traditional TV Advertising in Eastern Europe is experiencing a resurgence in Romania, with brands leveraging its wide 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 Eastern Europe has been experiencing significant growth and development in recent years. Customer preferences in Eastern Europe have played a crucial role in the growth of the Traditional TV Advertising market. TV remains a popular form of entertainment in the region, with a large portion of the population still relying on traditional television for their daily dose of news, entertainment, and information. This preference for TV as a primary source of entertainment has created a strong demand for advertising on television, driving the growth of the Traditional TV Advertising market. Trends in the market indicate that advertisers in Eastern Europe are increasingly recognizing the value of traditional TV advertising. Despite the rise of digital advertising platforms, TV advertising continues to offer unique advantages, such as wide reach and the ability to engage with a captive audience. Advertisers are leveraging these advantages to effectively target their desired audience and maximize the impact of their advertising campaigns. As a result, the Traditional TV Advertising market in Eastern Europe is witnessing steady growth. Local special circumstances in Eastern Europe also contribute to the development of the Traditional TV Advertising market. The region is home to a diverse range of cultures, languages, and traditions, which presents both challenges and opportunities for advertisers. Advertisers need to tailor their TV advertisements to resonate with the local audience, taking into account cultural sensitivities and preferences. This localized approach to TV advertising helps advertisers connect with consumers on a deeper level, resulting in more effective and impactful campaigns. Underlying macroeconomic factors also play a role in the growth of the Traditional TV Advertising market in Eastern Europe. Economic stability and increasing disposable income in the region have led to a rise in consumer spending. This has created a favorable environment for advertisers, as companies are more willing to invest in TV advertising to promote their products and services. Additionally, the growth of the middle class in Eastern Europe has expanded the consumer base, providing advertisers with a larger audience to target. In conclusion, the Traditional TV Advertising market in Eastern Europe is developing due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The popularity of TV as a primary source of entertainment, the unique advantages of TV advertising, the need for localized advertising campaigns, and the favorable economic conditions all contribute to the growth of the market. Advertisers in Eastern Europe are recognizing the value of traditional TV advertising and utilizing it to effectively reach 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.