Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Greece

Greece

Ad spending in the Traditional TV Advertising market in Greece is forecasted to reach US$412.90m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.05%, leading to a projected market volume of US$414.00m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Greece is projected to be US$45.23 in 2024.
Within the Traditional TV Advertising market in Greece, the number of users is expected to reach 8.9m users by 2029.
Traditional TV advertising in Greece is seeing a resurgence as companies capitalize on its broad reach and effectiveness in engaging local audiences.

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 Greece has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Greek consumers have traditionally been heavy consumers of traditional TV, with a strong preference for watching live TV broadcasts. This has created a lucrative market for traditional TV advertising, as advertisers have been able to reach a large and engaged audience. However, in recent years, there has been a shift in customer preferences towards digital platforms, such as streaming services and social media. This has led to a decline in traditional TV viewership and a corresponding decrease in traditional TV advertising.

Trends in the market: One of the key trends in the Greek Traditional TV Advertising market is the increasing competition from digital advertising platforms. As more consumers switch to digital platforms for their entertainment needs, advertisers are following suit and allocating a larger portion of their advertising budgets to digital channels. This has led to a decline in traditional TV advertising revenues, as advertisers seek to reach their target audience through more targeted and cost-effective digital advertising methods. Another trend in the market is the rise of programmatic advertising. Programmatic advertising allows advertisers to automate the buying and selling of ad inventory, making it more efficient and cost-effective. This has been particularly attractive to advertisers in the Greek market, who are looking for ways to optimize their advertising spend in the face of economic uncertainty. As a result, programmatic advertising has been experiencing significant growth in Greece, further impacting the traditional TV advertising market.

Local special circumstances: Greece has been facing economic challenges in recent years, with high levels of unemployment and a struggling economy. This has had a direct impact on the advertising industry, as businesses have been cutting back on their advertising budgets. In such a challenging economic environment, advertisers are looking for ways to maximize the impact of their advertising spend, leading to a shift away from traditional TV advertising towards more targeted and cost-effective digital advertising methods.

Underlying macroeconomic factors: The Greek economy has been slowly recovering from the financial crisis, with GDP growth and declining unemployment rates. However, the recovery has been slow and uneven, and consumer confidence remains fragile. This has led to cautious spending behavior among Greek consumers, with many prioritizing essential expenses over discretionary spending, such as advertising. As a result, advertisers in Greece are under pressure to make their advertising budgets go further, leading to a shift towards more cost-effective digital advertising methods. In conclusion, the Traditional TV Advertising market in Greece is experiencing significant changes due to shifting customer preferences towards digital platforms and the challenging economic environment. Advertisers are increasingly allocating their budgets towards digital advertising channels, such as programmatic advertising, in order to reach their target audience more effectively and maximize the impact of their advertising spend. As the Greek economy continues to recover, it will be interesting to see how the Traditional TV Advertising market evolves and adapts to these changing dynamics.

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.