Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Guyana

Guyana

Ad spending in the Traditional TV Advertising market in Guyana is forecasted to reach US$13.20m in 2024.
The sector is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 9.93%, leading to a projected market size of US$21.19m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Guyana is estimated to be US$21.79 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Guyana is anticipated to reach 543.2k users.
Guyana's Traditional TV Advertising market is experiencing a shift towards digital platforms, reflecting changing consumer preferences and technological advancements.

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 Guyana is experiencing significant growth and development in recent years.

Customer preferences: Customers in Guyana still have a strong preference for traditional TV advertising. Despite the rise of digital advertising platforms, many consumers in Guyana continue to rely on television as their primary source of entertainment and information. This preference for traditional TV has created a lucrative market for advertisers, who are able to reach a wide audience through television commercials.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Guyana is the increasing demand for local content. Guyanese consumers have shown a strong preference for locally produced television shows and advertisements. Advertisers are capitalizing on this trend by creating commercials that are specifically tailored to the Guyanese audience, featuring local actors and showcasing local culture. This not only helps to resonate with the target market but also contributes to the growth of the local entertainment industry. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are recognizing the importance of digital platforms in reaching their target audience and are incorporating elements such as QR codes and hashtags into their television commercials. This allows viewers to engage with the brand or product through their smartphones, creating a more interactive and immersive advertising experience.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in Guyana is the dominance of a few major television networks. These networks have a wide reach and are able to attract a large audience, making them highly sought after by advertisers. This concentration of power in the hands of a few networks can make it challenging for smaller advertisers to secure airtime and reach their target audience effectively.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Guyana can be attributed to several underlying macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has resulted in higher demand for products and services, which in turn has driven up advertising expenditure. Additionally, the government of Guyana has implemented policies to attract foreign investment and promote economic development, which has further contributed to the growth of the advertising industry. In conclusion, the Traditional TV Advertising market in Guyana is developing rapidly due to customer preferences for traditional television, the demand for local content, the integration of digital elements, the dominance of major television networks, and underlying macroeconomic factors. Advertisers in Guyana are capitalizing on these trends and special circumstances to reach a wide audience and drive business growth.

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.