Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Netherlands

Netherlands

Ad spending in the Traditional TV Advertising market in the Netherlands is forecasted to reach US$927.80m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -4.44%, leading to a projected market volume of US$739.20m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$73.52 in 2024.
Within the Traditional TV Advertising market in the Netherlands, the number of users is predicted to reach 12.8m users by 2029.
The Netherlands' Traditional TV Advertising market is experiencing a shift towards digital platforms, challenging the conventional advertising strategies.

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 Netherlands is experiencing significant growth and development.

Customer preferences: Customers in Netherlands still value traditional TV advertising as a reliable and effective way to reach a large audience. TV remains a popular form of entertainment in the country, with a wide range of channels and programs available. Many viewers appreciate the high production value and professional content that traditional TV advertising offers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Netherlands is the increasing demand for targeted advertising. Advertisers are looking for ways to reach specific audiences more effectively, and traditional TV advertising provides the opportunity to do so. With the rise of digital technology, TV broadcasters are able to collect data on viewers' preferences and interests, allowing advertisers to tailor their messages to specific demographics. This trend is driving the growth of programmatic TV advertising, where ads are delivered in real-time based on audience data. Another trend in the market is the integration of online and TV advertising. Advertisers are recognizing the importance of a multi-channel approach, and are incorporating digital elements into their TV campaigns. This includes using social media platforms to engage with viewers and encourage them to interact with the advertised content. Additionally, many TV broadcasters are offering online streaming services, allowing advertisers to reach viewers who prefer to consume content on digital platforms.

Local special circumstances: The Netherlands has a strong advertising industry, with a number of well-established TV broadcasters and production companies. This creates a competitive market, with advertisers vying for prime advertising slots and seeking innovative ways to stand out. Advertisers in Netherlands are also known for their creativity and willingness to take risks, resulting in engaging and memorable TV campaigns.

Underlying macroeconomic factors: The Dutch economy is stable and growing, which is contributing to the development of the Traditional TV Advertising market. As businesses thrive, they are investing more in advertising to promote their products and services. Additionally, the high standard of living in Netherlands means that consumers have disposable income to spend on goods and services, making them an attractive target for advertisers. In conclusion, the Traditional TV Advertising market in Netherlands is experiencing growth and development due to customer preferences for reliable and high-quality content, as well as the increasing demand for targeted and integrated advertising. The competitive nature of the market and the stable macroeconomic factors in the country are also contributing to the positive outlook for the industry.

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.