Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - North Macedonia

North Macedonia

Ad spending in the Traditional TV Advertising market in North Macedonia is forecasted to reach US$15.00m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 0.53%, leading to a projected market volume of US$15.40m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$8.71 in 2024.
Within the Traditional TV Advertising market in North Macedonia, the number of users is projected to reach 1.7m users by 2029.
Traditional TV Advertising in North Macedonia is experiencing a resurgence, with local businesses leveraging its reach and effectiveness to target specific demographics.

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

Customer preferences: North Macedonian consumers still have a strong preference for traditional TV advertising, as it allows them to passively consume content and be exposed to a wide range of advertisements. This preference is particularly strong among older demographics who may not be as familiar or comfortable with digital advertising platforms. Additionally, traditional TV advertising provides a sense of credibility and legitimacy to brands, as it is seen as a more established and trustworthy form of advertising.

Trends in the market: One of the key trends in the Traditional TV Advertising market in North Macedonia is the increasing demand for localized content. Local television channels and broadcasters are focusing on producing content that resonates with the local audience, including news, entertainment, and cultural programming. This trend is driven by the desire to connect with viewers on a more personal and relatable level, as well as the need to differentiate from international channels and streaming platforms. Another trend in the market is the integration of digital elements into traditional TV advertising. Many advertisers are incorporating interactive features, such as QR codes and social media hashtags, into their TV commercials to encourage viewers to engage with their brand online. This integration allows for a more seamless and integrated advertising experience, bridging the gap between traditional and digital advertising.

Local special circumstances: North Macedonia has a relatively small market size compared to other countries, which means that advertisers have a limited reach and audience. As a result, traditional TV advertising remains an effective and efficient way for brands to reach a wide audience in the country. Additionally, the local TV industry is highly regulated, with strict rules and guidelines for advertising content and airtime. This regulation ensures that advertisers have a fair and equal opportunity to reach their target audience, without being overshadowed by larger competitors.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in North Macedonia can also be attributed to favorable macroeconomic factors. The country has experienced steady economic growth in recent years, leading to increased consumer spending power. This, in turn, has resulted in higher advertising budgets and investments in traditional TV advertising. Furthermore, the government has implemented policies to attract foreign investment and promote economic development, which has created a favorable business environment for advertisers and broadcasters. In conclusion, the Traditional TV Advertising market in North Macedonia is developing due to customer preferences for traditional advertising, the trend of localized content and the integration of digital elements, local special circumstances such as market size and regulation, as well as underlying macroeconomic factors such as economic growth and government policies.

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.