Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Southeast Asia

Southeast Asia

Ad spending in the Traditional TV Advertising market in Southeast Asia is forecasted to reach US$6.04bn in 2024.
Ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.85%, leading to a projected market volume of US$6.62bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$12.56 in 2024.
The number of users in the Traditional TV Advertising market is expected to reach 497.0m users by 2029.
Traditional TV Advertising in Singapore is seeing a shift towards digital platforms due to changing consumer viewing habits and increased internet penetration.

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 Southeast Asia has been experiencing significant growth in recent years.

Customer preferences: Southeast Asia is a diverse region with a large population and a growing middle class. As a result, there is a high demand for television content, and traditional TV advertising remains a popular choice for advertisers. Many consumers in Southeast Asia still rely on traditional television as their primary source of entertainment, and they are accustomed to seeing advertisements during their favorite shows. Additionally, traditional TV advertising allows advertisers to reach a wide audience, including those in rural areas who may not have access to digital platforms.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Southeast Asia is the increasing adoption of programmatic advertising. Programmatic advertising allows advertisers to target specific audiences and deliver personalized ads based on user data. This technology has revolutionized the advertising industry by making it more efficient and cost-effective. In Southeast Asia, advertisers are increasingly using programmatic advertising to reach their target audience and maximize the impact of their campaigns. Another trend in the market is the rise of branded content and product placement. Advertisers are recognizing the power of integrating their products or services into popular TV shows or movies. This form of advertising is less intrusive and can be more effective in capturing the attention of viewers. As a result, many advertisers in Southeast Asia are partnering with content creators and production companies to create branded content that seamlessly integrates their products or services into the storyline.

Local special circumstances: One of the unique characteristics of the Traditional TV Advertising market in Southeast Asia is the popularity of local content. Each country in the region has its own film and television industry, producing content that resonates with the local audience. Advertisers in Southeast Asia often leverage this local content to connect with consumers on a deeper level. By aligning their brand with popular local shows or movies, advertisers can build trust and loyalty among consumers.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Southeast Asia can be attributed to several underlying macroeconomic factors. Firstly, the region has been experiencing rapid economic growth, leading to an increase in disposable income and consumer spending. This has created a larger market for advertisers to target and has fueled the demand for traditional TV advertising. Additionally, the increasing penetration of television and the expansion of digital infrastructure in Southeast Asia have contributed to the growth of the Traditional TV Advertising market. As more households gain access to television and digital platforms, the reach and effectiveness of traditional TV advertising are expected to continue to increase. In conclusion, the Traditional TV Advertising market in Southeast Asia is experiencing growth due to customer preferences for traditional television, the adoption of programmatic advertising, the rise of branded content and product placement, the popularity of local content, and underlying macroeconomic factors such as economic growth and improved digital infrastructure. This market presents significant opportunities for advertisers to reach a diverse and growing audience in the region.

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.