Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Gabon

Gabon

Ad spending in the Traditional TV Advertising market in Gabon is forecasted to reach US$13.06m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 1.11%, leading to a projected market volume of US$13.80m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Gabon is projected to be US$6.61 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Gabon is anticipated to reach 2.0m users.
Gabon's traditional TV advertising market is seeing a shift towards targeted local content to better engage with its diverse 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.

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Analyst Opinion

The Traditional TV Advertising market in Gabon is experiencing steady growth due to several factors.

Customer preferences: Gabonese consumers still have a strong preference for traditional TV advertising. They enjoy watching television and rely on it as a primary source of entertainment and information. This preference for traditional TV has been influenced by cultural factors and the limited availability of alternative media options in the country.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Gabon is the increasing investment by local businesses in TV advertising. As the economy grows and businesses expand, they are recognizing the importance of advertising on television to reach their target audience. This trend is driven by the effectiveness of TV advertising in reaching a large and diverse audience, as well as the relatively low cost compared to other advertising mediums. Another trend in the market is the rise of digital TV advertising. As technology advances, more households in Gabon are adopting digital TV services, which offer more advertising opportunities for businesses. Digital TV advertising allows for more targeted and personalized advertising, as well as interactive features that engage viewers. This trend is expected to continue as digital TV penetration increases in the country.

Local special circumstances: Gabon has a relatively small population compared to other countries in the region, which means that the TV advertising market is limited in terms of size. However, the market is still attractive for advertisers due to the high viewership and engagement with traditional TV. Additionally, the Gabonese government has been supportive of the TV advertising industry, implementing policies and regulations that encourage investment and growth in the sector.

Underlying macroeconomic factors: The Gabonese economy has been growing steadily in recent years, driven by the oil industry and other sectors such as mining and agriculture. This economic growth has led to an increase in consumer spending power, which in turn has boosted demand for products and services advertised on TV. Additionally, the government's efforts to diversify the economy and attract foreign investment have created more business opportunities, leading to increased advertising expenditure in the country. In conclusion, the Traditional TV Advertising market in Gabon is growing due to the strong customer preference for traditional TV, increasing investment by local businesses, the rise of digital TV advertising, the supportive government policies, and the underlying macroeconomic factors. This market is expected to continue to develop as the Gabonese economy grows and more businesses recognize the value of advertising on television.

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.