Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Oman

Oman

Ad spending in the Traditional TV Advertising market in Oman is forecasted to reach US$47.34m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 1.50%, leading to a projected market volume of US$51.01m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Oman is projected to be US$12.95 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Oman is anticipated to be 4.0m users.
In Oman, traditional TV advertising remains a dominant force in the market, favored for its broad 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 Oman has been experiencing significant growth in recent years, driven by changing customer preferences and local special circumstances. Customer preferences in Oman have shifted towards digital platforms and online streaming services, leading to a decline in traditional TV viewership. This has prompted advertisers to allocate a larger portion of their budgets to digital advertising, which offers more targeted and measurable results. Additionally, the younger population in Oman is increasingly consuming content on mobile devices, further fueling the demand for digital advertising. Trends in the market also reflect the growing popularity of online streaming services, such as Netflix and Amazon Prime Video, which have gained a strong foothold in Oman. These platforms offer a wide range of content, including original programming, and allow users to watch their favorite shows and movies at their convenience. As a result, traditional TV channels are facing increased competition for viewership and advertising revenue. Local special circumstances in Oman have also contributed to the growth of digital advertising. The government has been actively promoting the use of digital technology and encouraging businesses to adopt digital marketing strategies. This has led to the development of digital advertising agencies and the emergence of local content creators who cater to the growing demand for digital advertising. Underlying macroeconomic factors such as economic growth and increased consumer spending have also played a role in the development of the Traditional TV Advertising market in Oman. As the economy grows, businesses have more resources to allocate towards advertising and marketing. Additionally, the rising middle class in Oman has led to an increase in consumer spending, creating opportunities for advertisers to reach a larger audience. In conclusion, the Traditional TV Advertising market in Oman is evolving in response to changing customer preferences, local special circumstances, and underlying macroeconomic factors. The shift towards digital platforms and online streaming services, along with government support for digital technology, has led to the growth of digital advertising in Oman. As the market continues to develop, advertisers will need to adapt their strategies to effectively reach their target audience and maximize their return on investment.

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.