Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - El Salvador

El Salvador

Ad spending in the Traditional TV Advertising market in El Salvador is forecasted to reach US$23.86m in 2024.
The ad spending is anticipated to exhibit an annual growth rate (CAGR 2024-2029) of 0.75%, leading to a projected market volume of US$24.77m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$4.17 in 2024.
The number of users in the Traditional TV Advertising market is expected to reach 6.1m users by 2029.
El Salvador's Traditional TV Advertising market is experiencing a shift towards digital platforms to reach a more tech-savvy audience.

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

Region

Region comparison

Currency

Analyst Opinion

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

Customer preferences: El Salvador has a large population that relies heavily on traditional television as a primary source of entertainment and information. This preference for TV has created a strong demand for advertising on this platform.

Trends in the market: One of the key trends in the Traditional TV Advertising market in El Salvador is the increasing investment in local content. This is driven by the high demand for locally produced TV shows and programs. Advertisers are recognizing the value of targeting the local audience and are investing in advertising slots during popular local TV shows. Another trend in the market is the rise of digital advertising. While traditional TV advertising still dominates the market, digital advertising is gaining traction. Advertisers are realizing the potential of reaching a wider audience through digital platforms and are allocating a portion of their advertising budget to digital channels. This trend is expected to continue as internet penetration rates in El Salvador increase.

Local special circumstances: El Salvador has a unique media landscape that contributes to the development of the Traditional TV Advertising market. The country has a diverse range of TV channels, both national and regional, that cater to different audience segments. This allows advertisers to target specific demographics and tailor their advertising messages accordingly.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in El Salvador is also influenced by the country's economic conditions. As the economy continues to grow, businesses have more resources to invest in advertising. Additionally, the stability of the political and regulatory environment in El Salvador provides a favorable business climate for advertisers. In conclusion, the Traditional TV Advertising market in El Salvador is experiencing growth and development due to customer preferences for traditional television, increasing investment in local content, the rise of digital advertising, the unique media landscape, and the favorable macroeconomic factors. Advertisers are recognizing the value of advertising on TV in El Salvador and are adapting their strategies to cater to the local audience. With the continued growth of the economy and advancements in technology, the Traditional TV Advertising market in El Salvador is expected to thrive in the coming years.

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.