Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Ireland

Ireland

Ad spending in the Traditional TV Advertising market in Ireland is forecasted to reach US$243.30m in 2024.
The annual growth rate (CAGR 2024-2029) is expected to be -0.37%, leading to a projected market volume of US$238.80m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$42.58 in 2024.
The number of users in the Traditional TV Advertising market is anticipated to reach 6.0m users by 2029.
Ireland's Traditional TV Advertising market is experiencing a shift towards targeted digital strategies to reach niche 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

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Analyst Opinion

The Traditional TV Advertising market in Ireland has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: Irish consumers still have a strong affinity for traditional TV, with many households having access to a wide range of channels. This has created a large and diverse audience for advertisers to target. Additionally, the Irish population spends a significant amount of time watching TV, making it an effective medium for reaching consumers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Ireland is the shift towards targeted advertising. Advertisers are increasingly using data-driven insights to tailor their messages to specific audience segments, ensuring that their ads are more relevant and impactful. This trend is driven by advancements in technology and data analytics, which allow advertisers to better understand their target audience and deliver more personalized advertisements. Another trend in the market is the rise of programmatic advertising. Programmatic advertising refers to the use of automated systems to buy and sell ad inventory in real-time. This allows advertisers to reach their target audience more efficiently and effectively, as ads can be served to specific demographics or based on user behavior. Programmatic advertising also offers greater transparency and accountability, as advertisers can track the performance of their campaigns in real-time.

Local special circumstances: Ireland has a strong advertising industry, with many international companies choosing to base their European operations in the country. This has led to a highly competitive advertising market, with advertisers constantly seeking innovative ways to capture the attention of consumers. Additionally, Ireland has a vibrant creative industry, with many talented professionals working in advertising and marketing. This has contributed to the development of high-quality and engaging TV advertisements in the country.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Ireland can also be attributed to favorable macroeconomic factors. Ireland has experienced strong economic growth in recent years, leading to increased consumer spending and confidence. This has created a favorable environment for advertisers, as companies are willing to invest in advertising to reach potential customers. Additionally, Ireland has a relatively young and tech-savvy population, which is receptive to new advertising formats and channels. In conclusion, the Traditional TV Advertising market in Ireland is developing rapidly due to changing customer preferences, such as targeted advertising and programmatic advertising. Local special circumstances, such as a competitive advertising industry and a vibrant creative industry, have also contributed to the growth of the market. Favorable macroeconomic factors, including strong economic growth and a young population, have further fueled the development of the market.

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.