Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Kyrgyzstan

Kyrgyzstan

Ad spending in the Traditional TV Advertising market in Kyrgyzstan is forecasted to reach US$11.75m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 1.65%, leading to a projected market volume of US$12.75m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$2.45 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Kyrgyzstan is anticipated to reach 5.1m users.
Kyrgyzstan's traditional TV advertising market is experiencing a shift towards digital platforms to reach a more tech-savvy audience.

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 Kyrgyzstan is experiencing significant growth and development due to several factors.

Customer preferences: Kyrgyzstan has a large population that still relies heavily on traditional television as a primary source of entertainment and information. Many households in the country do not have access to high-speed internet or digital platforms, making traditional TV the most accessible and convenient option for entertainment. As a result, advertisers are keen to target this captive audience through traditional TV advertising.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Kyrgyzstan is the increasing demand for local content. Kyrgyz viewers have a strong preference for locally produced TV shows, news programs, and movies. Advertisers are capitalizing on this trend by investing in advertising slots during popular local programs to reach a larger audience. This has led to a surge in the demand for advertising space on traditional TV channels. Another trend in the market is the shift towards targeted advertising. Advertisers are becoming more sophisticated in their approach and are leveraging data analytics to identify their target audience and deliver personalized advertisements. This trend is driven by the increasing availability of data and the desire to optimize advertising spend. By tailoring advertisements to specific demographics, advertisers can maximize the impact of their campaigns and improve return on investment.

Local special circumstances: Kyrgyzstan has a unique media landscape, with a mix of state-owned and private TV channels. State-owned channels have traditionally dominated the market, but there has been a significant increase in the number of private channels in recent years. This has created a more competitive environment for advertisers, as they have a wider range of options to choose from when it comes to placing their advertisements. Advertisers are now able to negotiate better deals and reach a larger audience through multiple channels.

Underlying macroeconomic factors: Kyrgyzstan is experiencing steady economic growth, which is driving increased consumer spending. As disposable incomes rise, consumers have more purchasing power and are more likely to spend on products and services advertised on traditional TV. This has created a favorable environment for advertisers, as they can expect a higher return on investment. In conclusion, the Traditional TV Advertising market in Kyrgyzstan is developing rapidly due to the preferences of the local population, the growing demand for local content, the shift towards targeted advertising, the competitive media landscape, and the underlying macroeconomic factors. Advertisers are recognizing the potential of the traditional TV market in Kyrgyzstan and are investing heavily in advertising campaigns to reach the captive audience.

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.