Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Malaysia

Malaysia

Ad spending in the Traditional TV Advertising market in Malaysia is forecasted to reach US$213.40m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.53%, leading to an estimated market volume of US$230.20m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$6.44 in 2024.
The number of users in the Traditional TV Advertising market is expected to reach 34.9m users by 2029.
Traditional TV Advertising in Malaysia is experiencing a resurgence as brands capitalize on its wide reach and impact in a digitally saturated 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 Malaysia has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the continued popularity of traditional TV among Malaysian consumers. Despite the rise of digital streaming platforms, many Malaysians still prefer to watch TV shows and movies on traditional television sets. This preference can be attributed to a number of factors, including the convenience and simplicity of using a TV set, the wide range of channels and content available, and the social aspect of watching TV together with family and friends.

Trends in the market: In addition to customer preferences, there are several other trends that are driving the growth of the Traditional TV Advertising market in Malaysia. Firstly, there has been an increase in the number of TV channels and programs available in the country. This has led to a greater demand for advertising slots, as advertisers seek to reach a larger audience. Furthermore, the rise of digital technology has made it easier for advertisers to target specific demographics and measure the effectiveness of their TV advertising campaigns. This has attracted more advertisers to invest in traditional TV advertising in Malaysia.

Local special circumstances: Another factor contributing to the growth of the Traditional TV Advertising market in Malaysia is the country's diverse population. Malaysia is home to people from various ethnic and cultural backgrounds, each with their own preferences and interests. Traditional TV advertising allows advertisers to reach a wide range of audiences, making it an effective marketing tool in a multicultural country like Malaysia. Additionally, the Malaysian government has implemented regulations to encourage the growth of the local TV industry, which has further boosted the Traditional TV Advertising market.

Underlying macroeconomic factors: The strong economic growth in Malaysia has also played a role in the development of the Traditional TV Advertising market. As the country's economy continues to expand, more companies are investing in advertising to promote their products and services. Traditional TV advertising offers a cost-effective way for businesses to reach a large audience and increase brand awareness. Furthermore, the increasing disposable income of Malaysian consumers has led to a higher demand for goods and services, which in turn has resulted in increased advertising spending. In conclusion, the Traditional TV Advertising market in Malaysia is experiencing significant growth due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. As traditional TV remains popular among Malaysian consumers, advertisers are capitalizing on this demand by investing in TV advertising. The diverse population and government support for the TV industry further contribute to the growth of the market. Additionally, the strong economic growth and increasing disposable income in Malaysia have created a favorable environment for advertisers to invest in traditional TV advertising.

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.