Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Ghana

Ghana

Ad spending in the Traditional TV Advertising market in Ghana is forecasted to reach US$64.73m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.47%, leading to a projected market volume of US$73.14m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is expected to be US$2.36 in 2024.
The number of users in the Traditional TV Advertising market is projected to reach 31.0m users by 2029.
Traditional TV Advertising in Ghana is experiencing a resurgence, with local businesses utilizing its wide reach to connect with diverse audiences effectively.

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 Ghana has been experiencing significant growth and development in recent years.

Customer preferences: Ghanaian 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 has created a large and captive audience for advertisers to target through traditional TV commercials.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Ghana is the increasing number of TV channels. Over the years, there has been a proliferation of both local and international TV channels in the country. This has led to more advertising opportunities for brands, as they can now reach a wider and more diverse audience. Another trend in the market is the emergence of niche TV channels. These channels cater to specific interests and demographics, such as sports, music, and fashion. Advertisers are taking advantage of these niche channels to target their advertisements to specific audience segments, resulting in more effective and targeted advertising campaigns.

Local special circumstances: Ghana has a growing middle class, which has led to increased consumer spending power. This has created a favorable environment for advertisers, as consumers are more willing to spend on products and services that are advertised on TV. Advertisers are capitalizing on this by creating compelling and persuasive TV commercials that resonate with the aspirations and desires of the Ghanaian middle class. Another special circumstance in Ghana is the popularity of local content on TV. Ghanaians have a strong affinity for local TV shows, movies, and music. Advertisers are leveraging this by incorporating local elements and celebrities in their TV commercials, making them more relatable and appealing to the Ghanaian audience.

Underlying macroeconomic factors: The Ghanaian economy has been experiencing steady economic growth in recent years. This has resulted in an increase in disposable income and consumer spending. As a result, advertisers are investing more in TV advertising to capture a share of the growing consumer market. Furthermore, Ghana has a relatively young population, with a high percentage of the population under the age of 30. This demographic is highly receptive to TV advertising and spends a significant amount of time watching television. Advertisers are targeting this demographic through creative and engaging TV commercials that resonate with their interests and aspirations. In conclusion, the Traditional TV Advertising market in Ghana is developing due to customer preferences for traditional TV, the emergence of niche TV channels, the growing middle class, the popularity of local content, steady economic growth, and a young and receptive population. Advertisers are capitalizing on these trends and special circumstances to create effective and targeted TV advertising campaigns in Ghana.

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.