Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Singapore

Singapore

Ad spending in the Traditional TV Advertising market in Singapore is forecasted to reach US$160.10m by 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -0.63%, leading to a projected market volume of US$155.10m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Singapore is projected to be US$23.32 in 2024.
The number of users in the Traditional TV Advertising market in Singapore is expected to reach 7.1m users by 2029.
In Singapore, the shift towards digital platforms is challenging the dominance of traditional TV advertising in the market.

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 Singapore has been experiencing significant growth and development in recent years.

Customer preferences: Singaporean consumers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and streaming services, many people in Singapore continue to watch television as their primary source of entertainment. This preference for traditional TV has led to a steady demand for TV advertising slots, which has contributed to the growth of the market.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Singapore is the increasing use of targeted advertising. Advertisers are now able to use advanced data analytics and audience segmentation techniques to deliver personalized advertisements to specific target groups. This trend has been driven by the availability of more sophisticated audience measurement tools and the integration of digital technologies into traditional TV advertising. Another trend in the market is the rise of programmatic TV advertising. Programmatic advertising allows advertisers to automate the buying and selling of TV ad inventory, making the process more efficient and cost-effective. This trend has gained traction in Singapore due to the increasing number of TV channels and the need for advertisers to reach a wider audience.

Local special circumstances: Singapore's small size and high population density make it an ideal market for traditional TV advertising. With a high concentration of people in a relatively small area, advertisers can reach a large number of potential customers through TV advertising. Additionally, Singapore has a diverse population with different language preferences, which creates opportunities for advertisers to target specific ethnic or language groups through TV advertising.

Underlying macroeconomic factors: Singapore's strong economy and high disposable income levels have also contributed to the growth of the Traditional TV Advertising market. The country's stable economic environment and affluent population make it an attractive market for advertisers looking to promote their products and services. In conclusion, the Traditional TV Advertising market in Singapore is experiencing growth and development due to the continued preference for traditional TV among consumers, the increasing use of targeted and programmatic advertising, the unique characteristics of the Singaporean market, and the underlying macroeconomic factors. As technology continues to evolve and consumer preferences shift, it will be interesting to see how the Traditional TV Advertising market in Singapore adapts and evolves in the coming years.

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.