Traditional TV Advertising - Lithuania

Ad spending in the Traditional TV Advertising market in Lithuania is forecasted to reach US$90.02m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of -0.00%, leading to a projected market volume of US$90.02m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$42.31 in 2024.
It is estimated that the number of users in the Traditional TV Advertising market will reach 0.0users by 2030.
Traditional TV Advertising in Lithuania is experiencing a resurgence as companies capitalize on its wide reach and effectiveness in reaching local audiences.

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.

Moving image formats broadcasted over traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered over Internet Protocol networks (IPTV)
Spending for pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators

Online TV advertising (e.g., ad spending for TV viewed online, delivered by traditional broadcasters via their websites)

The Traditional TV Advertising market in Lithuania has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Lithuania have been shifting towards digital platforms and online streaming services, which has led to a decline in traditional TV viewership. As a result, advertisers are adapting their strategies to reach the target audience through alternative channels. This shift in customer preferences has created new opportunities for advertisers to explore digital advertising options, such as programmatic advertising and targeted online campaigns. Trends in the market indicate a growing demand for personalized and interactive advertising experiences. Advertisers are increasingly focusing on creating engaging content that resonates with the viewers and encourages interaction. This trend is driven by the desire to capture the attention of the audience in an increasingly competitive advertising landscape. Additionally, the rise of social media platforms has provided advertisers with new avenues to reach their target audience and engage with them on a more personal level. Local special circumstances in Lithuania, such as the high internet penetration rate and the increasing popularity of smartphones, have contributed to the growth of digital advertising. The widespread availability of high-speed internet and the affordability of smartphones have made it easier for consumers to access digital content, including online streaming services. This has created an opportunity for advertisers to reach a larger audience through digital platforms. Underlying macroeconomic factors, such as the overall economic growth and stability in Lithuania, have also played a role in the development of the Traditional TV Advertising market. A stable economy provides businesses with the confidence to invest in advertising and marketing activities, which in turn drives the growth of the advertising industry. Additionally, the increasing disposable income of consumers has led to higher consumer spending, further fueling the demand for advertising services. In conclusion, the Traditional TV Advertising market in Lithuania is evolving in response to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are shifting their strategies towards digital platforms and personalized advertising experiences to reach a wider audience and engage with them on a more personal level. The growth of the advertising industry is also supported by the overall economic growth and stability in Lithuania.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Television changed the world; now technology is changing television. After a pandemic-related decrease in ad spending in 2020, global television ad spending has since returned to growth over the first half of the 2020s but has not succeeded in going back to its pre-pandemic figures. At the same time, TV’s share of global ad spending has been decreasing year-after-year. TV’s global deceleration is mostly attributable to a slowdown in linear TV investments, while spending on digital TV is showing no signs of slowing down. Connected TV (CTV) ad revenue worldwide is expected to almost double between 2022 and 2028, as more and more viewers ditch linear TV in favor of devices connected to the internet.