Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Northern Europe

Northern Europe

Ad spending in the Traditional TV Advertising market in Northern Europe is forecasted to reach US$1.69bn by 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.46%, leading to a projected market volume of US$1.57bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$62.16 in 2024.
It is expected that the number of users in the Traditional TV Advertising market will reach 27.5m users by 2029.
In Sweden, the Traditional TV Advertising market is shifting towards targeted digital platforms to reach specific audiences effectively.

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 Northern Europe is experiencing significant growth and development. Customer preferences in Northern Europe are playing a key role in the growth of the Traditional TV Advertising market. Despite the rise of digital media and streaming platforms, traditional TV advertising continues to be a popular choice for advertisers in this region. Northern European audiences still value the experience of watching television and are receptive to advertising messages during their favorite shows. Additionally, many viewers in this region have a strong sense of national and cultural identity, making them more likely to engage with advertisements that are tailored to their specific interests and values. One of the trends in the market is the increasing use of data-driven advertising. Advertisers in Northern Europe are leveraging data and analytics to target their TV advertisements more effectively. By analyzing viewer data and preferences, advertisers can deliver more personalized and relevant ads to their target audience. This trend is driven by advancements in technology and the availability of data, allowing advertisers to optimize their campaigns and maximize their return on investment. Another trend in the market is the integration of traditional TV advertising with digital platforms. Advertisers are increasingly using multi-channel strategies to reach their target audience. This includes running TV ad campaigns alongside online and social media advertising. By combining the reach and impact of traditional TV advertising with the targeting capabilities of digital platforms, advertisers can create a more comprehensive and effective marketing campaign. Local special circumstances in Northern Europe also contribute to the development of the Traditional TV Advertising market. One of the key factors is the strong presence of public service broadcasters in this region. Public service broadcasters are funded through advertising revenue and play a significant role in shaping the advertising landscape. Their programming is often highly regarded and attracts a large audience, making them an attractive platform for advertisers. Underlying macroeconomic factors are also driving the growth of the Traditional TV Advertising market in Northern Europe. The region has a strong and stable economy, which provides a favorable environment for advertising investment. Additionally, Northern European countries have high levels of disposable income, allowing consumers to purchase products and services advertised on TV. The market is also supported by a well-developed infrastructure and a high level of technological adoption, making it easier for advertisers to reach their target audience. In conclusion, the Traditional TV Advertising market in Northern Europe is experiencing growth and development due to customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers in this region are leveraging data-driven advertising and integrating traditional TV advertising with digital platforms to reach their target audience more effectively. The strong presence of public service broadcasters and the favorable macroeconomic environment further contribute to 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.