Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Georgia

Georgia

Ad spending in the Traditional TV Advertising market in Georgia is forecasted to reach US$22.80m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.35%, leading to a projected market volume of US$24.38m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is expected to be US$7.40 in 2024.
The number of users in the Traditional TV Advertising market is projected to reach 2.8m users by 2029.
Traditional TV Advertising in Georgia is experiencing a resurgence as companies capitalize on the country's growing economy and consumer spending.

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

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Currency

Analyst Opinion

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

Customer preferences: Georgian consumers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and online advertising, many people in Georgia continue to rely on traditional television as their primary source of entertainment. This preference for traditional TV has led to a steady demand for TV advertising slots.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Georgia is the increasing number of TV channels. Over the past few years, there has been a significant increase in the number of TV channels available to Georgian viewers. This has created more opportunities for advertisers to reach their target audience through TV commercials. Additionally, the introduction of new TV channels has led to more competition in the market, resulting in lower advertising rates for businesses. Another trend in the market is the shift towards targeted advertising. Advertisers in Georgia are increasingly looking for ways to reach their specific target audience more effectively. This has led to the development of advanced targeting techniques, such as demographic targeting and programmatic advertising, which allow advertisers to deliver their messages to the right audience at the right time. This trend has helped advertisers in Georgia to maximize the impact of their TV advertising campaigns and improve their return on investment.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in Georgia is the strong influence of local culture and language. Georgian TV channels predominantly broadcast in the local language, which allows advertisers to create campaigns that resonate with the local audience. This cultural connection helps advertisers to establish a deeper emotional connection with consumers and drive higher engagement with their TV commercials.

Underlying macroeconomic factors: The overall growth and development of the Traditional TV Advertising market in Georgia can be attributed to several underlying macroeconomic factors. Firstly, Georgia has experienced steady economic growth in recent years, leading to an increase in disposable income among consumers. This has resulted in a higher demand for products and services, which in turn drives the need for advertising. Secondly, the government of Georgia has implemented policies and initiatives to attract foreign investment and promote economic development. This has led to an influx of international businesses and brands entering the Georgian market, creating more opportunities for TV advertising. These businesses often rely on traditional TV advertising to establish their presence and reach a wide audience in Georgia. In conclusion, the Traditional TV Advertising market in Georgia is developing and growing due to the strong customer preference for traditional television, the increasing number of TV channels, the shift towards targeted advertising, the influence of local culture and language, and the underlying macroeconomic factors such as steady economic growth and government initiatives to attract foreign investment.

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.