Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Mozambique

Mozambique

Ad spending in the Traditional TV Advertising market in Mozambique is forecasted to reach US$15.89m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 2.22%, leading to a projected market volume of US$17.73m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$0.82 in 2024.
By 2029, it is anticipated that the number of users in the Traditional TV Advertising market in Mozambique will reach 22.3m users.
Traditional TV advertising in Mozambique is experiencing a resurgence as companies seek to reach a broader audience amidst the country's growing television viewership.

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Mozambique is experiencing significant growth and development.

Customer preferences: Mozambican consumers still value traditional TV advertising as a reliable source of information and entertainment. TV remains a popular medium for households across the country, with many people relying on it as their primary source of news and entertainment. This preference for traditional TV has contributed to the growth of the advertising market in Mozambique.

Trends in the market: One of the key trends in the Mozambican TV advertising market is the increasing competition among broadcasters. With the growing number of TV channels available in the country, broadcasters are vying for viewership and advertising revenue. This has led to a more diverse range of advertising options for businesses, allowing them to target specific audience segments more effectively. Another trend in the market is the shift towards digital advertising. While traditional TV advertising still dominates the market, there is a growing interest in digital advertising among businesses. This is driven by the increasing internet penetration in Mozambique and the rise of online video platforms. Advertisers are recognizing the potential of digital advertising to reach a wider audience and engage with consumers in a more interactive way.

Local special circumstances: Mozambique's advertising market is also influenced by local cultural and linguistic factors. The country is linguistically diverse, with multiple languages spoken across different regions. This presents a challenge for advertisers in terms of creating content that resonates with the local population. Advertisers need to carefully consider the cultural nuances and preferences of different regions in order to effectively communicate their messages.

Underlying macroeconomic factors: The development of the traditional TV advertising market in Mozambique is also influenced by macroeconomic factors. The country has been experiencing steady economic growth in recent years, which has led to an increase in disposable income and consumer spending. This has created a favorable environment for advertisers, as businesses are willing to invest in advertising to capture the attention of the growing consumer market. Furthermore, Mozambique's demographic profile is also contributing to the growth of the TV advertising market. The country has a young population, with a significant portion of the population falling within the prime consumer age group. This demographic dividend presents a lucrative opportunity for advertisers, as they can target a large and growing consumer base. In conclusion, the Traditional TV Advertising market in Mozambique is developing due to customer preferences for traditional TV, increasing competition among broadcasters, the shift towards digital advertising, local cultural and linguistic factors, as well as underlying macroeconomic factors such as economic growth and a young population. Advertisers in Mozambique need to adapt to these trends and circumstances in order to effectively reach and engage with their target 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.