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Key regions: Germany, Europe, Japan, United Kingdom, Australia
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.
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.Mon - Fri, 9am - 6pm (EST)
Mon - Fri, 9am - 5pm (SGT)
Mon - Fri, 10:00am - 6:00pm (JST)
Mon - Fri, 9:30am - 5pm (GMT)
Mon - Fri, 9am - 6pm (EST)