Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Estonia

Estonia

Ad spending in the Traditional TV Advertising market in Estonia is forecasted to reach US$18.08m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -0.14%, leading to a projected market volume of US$17.95m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Estonia is projected to be US$14.00 in 2024.
The number of users in the Traditional TV Advertising market in Estonia is expected to reach 1.3m users by 2029.
In Estonia, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the market.

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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Analyst Opinion

The Traditional TV Advertising market in Estonia is experiencing significant growth and development, driven by changing customer preferences and local special circumstances.

Customer preferences: Customers in Estonia still value traditional TV advertising as a reliable and effective way to reach a wide audience. Despite the rise of digital platforms and streaming services, traditional TV remains popular among Estonian households. This preference for traditional TV advertising is due to factors such as ease of use, familiarity, and the ability to reach a diverse audience.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Estonia is the increasing demand for targeted advertising. Advertisers are now looking for more precise ways to reach their target audience, and traditional TV advertising offers the opportunity to do so. With the help of data analytics and advanced targeting techniques, advertisers can now deliver personalized messages to specific segments of the population, maximizing the effectiveness of their campaigns. Another trend in the market is the integration of digital technologies into traditional TV advertising. Advertisers are now leveraging the power of digital platforms to enhance their TV campaigns. This integration allows for interactive elements, such as clickable ads and social media integration, which can significantly improve engagement and drive better results.

Local special circumstances: Estonia has a unique media landscape, with a strong emphasis on local content. This has led to a high demand for local TV channels, which in turn has created opportunities for advertisers to target specific regional markets. Advertisers can now tailor their messages to the preferences and interests of different regions within Estonia, ensuring that their campaigns resonate with the local audience.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Estonia is also influenced by underlying macroeconomic factors. Estonia has experienced steady economic growth in recent years, leading to increased consumer spending and confidence. This has created a favorable environment for advertisers, as companies are more willing to invest in advertising to promote their products and services. Additionally, the stable political and regulatory environment in Estonia provides a reliable and secure platform for advertisers to operate in. In conclusion, the Traditional TV Advertising market in Estonia is developing and growing due to changing customer preferences, the integration of digital technologies, local special circumstances, and underlying macroeconomic factors. Advertisers in Estonia are recognizing the value of traditional TV advertising and are leveraging it to reach their target audience effectively. With the continued growth of the market, we can expect to see further innovations and advancements in the Traditional TV Advertising industry in Estonia.

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.