Traditional TV Advertising - Finland

Ad spending in the Traditional TV Advertising market in Finland is forecasted to reach US$306.10m in 2024.
The market is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.08%, leading to an estimated market volume of US$307.50m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$63.16 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is expected to reach 0.0users.
Traditional TV Advertising in Finland is experiencing a gradual decline as digital platforms gain traction among consumers for marketing campaigns.

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 Finland has been experiencing steady growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Finland have shifted towards digital media consumption, with an increasing number of people using streaming services and online platforms to watch TV shows and movies. This has led to a decline in traditional TV viewership and an increase in digital advertising. Advertisers are recognizing this shift and are investing more in digital advertising to reach their target audience. However, traditional TV advertising still holds a significant share of the market, as it continues to reach a wide audience and is seen as a trusted and reliable medium for advertising. Trends in the market show that advertisers are increasingly adopting programmatic advertising, which allows for more targeted and personalized advertising campaigns. Programmatic advertising uses data and algorithms to automate the buying and selling of ad inventory, making it more efficient and cost-effective for advertisers. This trend is expected to continue in the coming years as advertisers look for ways to optimize their advertising budgets and reach their target audience more effectively. Local special circumstances in Finland also contribute to the development of the Traditional TV Advertising market. Finland has a strong public broadcasting system, with national and regional TV channels that attract a large viewership. Advertisers often choose to advertise on these channels to reach a broad audience and build brand awareness. Additionally, Finland has a high level of internet penetration and digital literacy, making it easier for advertisers to reach their target audience through online platforms and social media. Underlying macroeconomic factors also play a role in the development of the Traditional TV Advertising market in Finland. The country has a stable economy with a high GDP per capita, which allows for higher advertising budgets and increased spending on TV advertising. Additionally, Finland has a well-developed media industry, with a strong infrastructure and a skilled workforce, which supports the growth of the Traditional TV Advertising market. In conclusion, the Traditional TV Advertising market in Finland is developing in response to changing customer preferences, the adoption of programmatic advertising, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the importance of digital advertising but are still investing in traditional TV advertising to reach a wide audience. The market is expected to continue growing as advertisers adapt to new technologies and platforms to optimize their advertising campaigns.

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.