Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Jordan

Jordan

Ad spending in the Traditional TV Advertising market in Jordan is forecasted to reach US$21.11m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.68%, leading to a projected market volume of US$21.84m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Jordan is projected to be US$2.67 in 2024.
The number of users in the Traditional TV Advertising market in Jordan is expected to reach 8.0m users by 2029.
Traditional TV Advertising in Jordan is seeing a resurgence due to its ability to reach a wide audience in a culturally diverse market.

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 Jordan has been experiencing significant growth in recent years. Customer preferences have shifted towards digital advertising platforms, leading to a decline in traditional TV advertising. However, traditional TV advertising still holds a strong position in the market due to its wide reach and effectiveness in targeting specific audiences.

Customer preferences: In Jordan, customer preferences have been shifting towards digital advertising platforms, such as social media and online video streaming services. This is primarily driven by the increasing penetration of smartphones and internet connectivity in the country. Customers are now spending more time on digital platforms, consuming content and engaging with brands. As a result, advertisers are allocating a larger portion of their budgets towards digital advertising, which offers more targeted and measurable results.

Trends in the market: Despite the growing popularity of digital advertising, traditional TV advertising still remains a powerful medium in Jordan. This is due to its ability to reach a wide audience and engage viewers through compelling storytelling. Traditional TV advertising allows brands to create emotional connections with consumers, which can be difficult to achieve through digital channels alone. As a result, many advertisers continue to invest in traditional TV advertising to complement their digital strategies.

Local special circumstances: One of the key factors contributing to the growth of traditional TV advertising in Jordan is the popularity of local television programs. Jordanian audiences have a strong affinity for locally produced content, including dramas, talk shows, and news programs. Advertisers recognize the influence of these programs and leverage them to reach their target audience effectively. By placing their ads during popular TV shows, advertisers can maximize their reach and impact.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Jordan is also influenced by macroeconomic factors. The country has experienced steady economic growth in recent years, leading to an increase in consumer spending power. This has resulted in a larger advertising budget for businesses, allowing them to invest in both digital and traditional TV advertising. Additionally, Jordan has a relatively stable political environment, which provides a conducive business environment for advertisers. In conclusion, while customer preferences in Jordan have shifted towards digital advertising platforms, traditional TV advertising continues to hold a strong position in the market. The ability to reach a wide audience and engage viewers through compelling storytelling has contributed to its resilience. Additionally, the popularity of local television programs and the country's stable macroeconomic environment have further supported the growth of traditional TV advertising in Jordan.

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.