Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Kazakhstan

Kazakhstan

Ad spending in the Traditional TV Advertising market in Kazakhstan is forecasted to reach US$61.58m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.71%, leading to a projected market volume of US$67.04m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Kazakhstan is projected to be US$3.48 in 2024.
The number of users in the Traditional TV Advertising market in Kazakhstan is expected to reach 18.7m users by 2029.
Kazakhstan's Traditional TV Advertising market is seeing a shift towards digital platforms as viewers embrace online streaming services over traditional television.

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

Traditional TV advertising in Kazakhstan has been experiencing significant growth in recent years. This can be attributed to a combination of customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Kazakhstan have played a crucial role in the development of the traditional TV advertising market. Despite the rise of digital advertising platforms, many consumers in Kazakhstan still prefer to watch television and rely on traditional TV channels for their entertainment needs. This preference for television viewing has created a strong demand for advertising on traditional TV channels, leading to the growth of the market. Trends in the market have also contributed to the development of traditional TV advertising in Kazakhstan. As the country's economy continues to grow, more companies are investing in advertising to reach a wider audience. Traditional TV advertising offers a broad reach and allows companies to target specific demographics, making it an attractive option for advertisers. Additionally, the availability of advanced analytics and targeting capabilities has made traditional TV advertising more effective and efficient, further driving its growth. Local special circumstances have also played a role in the development of the traditional TV advertising market in Kazakhstan. The country has a diverse population with a wide range of languages and cultures. Traditional TV channels cater to this diversity by offering a variety of programming in different languages, allowing advertisers to reach specific target audiences. This localization of content has made traditional TV advertising a valuable tool for companies looking to connect with consumers in Kazakhstan. Underlying macroeconomic factors have also contributed to the growth of traditional TV advertising in Kazakhstan. The country's economy has been steadily expanding, leading to increased consumer spending power. As a result, companies are willing to invest more in advertising to capture the attention of consumers. Traditional TV advertising provides a reliable and effective way to reach a large audience, making it an attractive option for advertisers looking to capitalize on the growing economy. In conclusion, the traditional TV advertising market in Kazakhstan is developing due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. The preference for television viewing, the availability of advanced analytics, the localization of content, and the growing economy all contribute to the growth of the market. As these factors continue to drive the development of traditional TV advertising, we can expect further expansion and innovation in the market in the coming years.

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.