Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Malta

Malta

Ad spending in the Traditional TV Advertising market in Malta is forecasted to reach US$19.80m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.79%, leading to a projected market volume of US$21.64m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$49.40 in 2024.
In Malta's Traditional TV Advertising market, the number of users is projected to reach 406.2k users by 2029.
Traditional TV advertising in Malta is experiencing a resurgence as local businesses capitalize on its wide reach and impact on consumer behavior.

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 Malta has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances.

Customer preferences: In Malta, like in many other countries, there is still a strong demand for traditional TV advertising. Despite the rise of digital advertising platforms, many consumers in Malta still prefer to watch television and are exposed to traditional TV advertisements. This is partly due to the fact that television remains a popular form of entertainment and information in the country.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Malta is the increasing use of targeted advertising. Advertisers are now able to leverage data and technology to deliver more personalized and relevant advertisements to specific segments of the population. This trend is driven by the fact that advertisers want to maximize the effectiveness of their campaigns and reach the right audience with their messages. In addition, targeted advertising allows advertisers to measure the impact of their campaigns more accurately and make adjustments as needed. Another trend in the market is the integration of online and offline advertising. Advertisers are increasingly using a combination of traditional TV advertising and online advertising to reach their target audience. This is driven by the fact that consumers in Malta are spending more time online and are using multiple devices to consume media. By integrating online and offline advertising, advertisers can create a more cohesive and effective marketing campaign.

Local special circumstances: One of the factors that has contributed to the growth of the Traditional TV Advertising market in Malta is the limited number of television channels available in the country. Unlike larger markets, Malta has a relatively small number of television channels, which means that advertisers have less competition for advertising space. This has allowed advertisers to negotiate favorable rates and secure prime advertising slots, which has in turn attracted more advertisers to the market.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Malta is also influenced by underlying macroeconomic factors. Malta has experienced strong economic growth in recent years, which has increased consumer spending power and created a more favorable business environment for advertisers. In addition, the country has a stable political and regulatory environment, which has provided a level of certainty and confidence for advertisers. In conclusion, the Traditional TV Advertising market in Malta is developing in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The market is seeing an increasing use of targeted advertising and the integration of online and offline advertising. These trends are driven by the desire to maximize the effectiveness of advertising campaigns and reach the right audience. Additionally, the limited number of television channels in Malta has created a favorable environment for advertisers, while the country's strong economy and stable political and regulatory environment have further supported the growth of the market.

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.