Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Ivory Coast

Ivory Coast

Ad spending in the Traditional TV Advertising market in Ivory Coast is forecasted to reach US$42.71m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.93%, leading to a projected market volume of US$44.73m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Ivory Coast is projected to be US$1.79 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Ivory Coast is expected to reach 28.7m users.
Traditional TV Advertising in Ivory Coast is experiencing a resurgence, with companies leveraging local cultural nuances to create engaging and impactful campaigns.

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 Ivory Coast is experiencing significant growth and development due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Ivory Coast are shifting towards traditional TV advertising as it continues to be a popular and effective medium for reaching a wide audience. Despite the rise of digital advertising, many consumers still rely on television as their primary source of entertainment and information. This preference for traditional TV has created a strong demand for advertising space on television channels, leading to increased investment in this market. Trends in the market indicate a positive outlook for traditional TV advertising in Ivory Coast. Advertisers are increasingly recognizing the value of television as a platform for reaching their target audience. With the proliferation of television channels and the availability of diverse programming, advertisers have more options to tailor their advertisements to specific demographics. This trend has led to more targeted and effective advertising campaigns, resulting in increased demand for TV advertising services. Local special circumstances in Ivory Coast also contribute to the development of the traditional TV advertising market. The country has a growing middle class and a young population, which creates a favorable environment for consumer spending. As disposable incomes increase, consumers are more likely to purchase products and services advertised on television. Additionally, the government has implemented policies to promote economic growth and attract foreign investment, which has positively impacted the advertising industry. Underlying macroeconomic factors further support the growth of the traditional TV advertising market in Ivory Coast. The country has experienced stable economic growth in recent years, which has led to an expansion of the middle class and an increase in consumer purchasing power. This economic stability has attracted both domestic and international advertisers to invest in TV advertising, driving the growth of the market. In conclusion, the Traditional TV Advertising market in Ivory Coast is developing due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. As consumers continue to rely on television as a primary source of entertainment and information, advertisers are recognizing the value of traditional TV advertising. With the availability of diverse programming and a growing middle class, the market is experiencing increased demand for TV advertising services. The government's efforts to promote economic growth and attract foreign investment further support the development of the market. Overall, the future of the traditional TV advertising market in Ivory Coast looks promising.

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.