Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Southern Asia

Southern Asia

Ad spending in the Traditional TV Advertising market in Southern Asia is forecasted to reach US$5.53bn in 2024.
The sector is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.09%, leading to a projected market volume of US$6.44bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Southern Asia is estimated to be US$3.76 in 2024.
By 2029, the number of users in the Southern Asian Traditional TV Advertising market is expected to total 1,524.00m users.
Traditional TV Advertising in Southern Asia is experiencing a resurgence in effectiveness, particularly in India, amidst the digital revolution in the advertising 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.

Market

Region

Region comparison

Currency

Analyst Opinion

The Traditional TV Advertising market in Southern Asia is experiencing significant growth and development.

Customer preferences: In Southern Asia, customers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and streaming services, many people in this region continue to rely on traditional TV as their primary source of entertainment. This is due to factors such as limited internet access, cultural preferences for communal viewing experiences, and the availability of a wide range of local and international TV channels.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Southern Asia is the increasing investment from local and international advertisers. As the region's economy continues to grow, companies are looking to tap into the large consumer base in Southern Asia. Advertisers are recognizing the effectiveness of TV advertising in reaching a wide audience and are allocating significant budgets to TV campaigns. This trend is further fueled by the fact that TV remains a trusted and reliable medium for advertising, especially in countries where internet penetration is still low. Another trend in the market is the emergence of targeted advertising. Advertisers are now able to use data and analytics to better understand their target audience and deliver personalized ads. This allows them to maximize the impact of their advertising campaigns and ensure that they are reaching the right consumers. With the advancements in technology, advertisers can now leverage the power of data to segment their audience and deliver relevant messages to specific demographics.

Local special circumstances: Southern Asia is a diverse region with a wide range of languages, cultures, and traditions. This diversity presents both opportunities and challenges for advertisers. On one hand, it allows advertisers to tailor their messages to specific local markets and connect with consumers on a deeper level. On the other hand, it requires advertisers to have a deep understanding of the local culture and preferences in order to create effective campaigns. Advertisers need to be sensitive to cultural nuances and adapt their messaging accordingly to resonate with the target audience.

Underlying macroeconomic factors: The strong economic growth in Southern Asia is a key driver of the Traditional TV Advertising market. As the region's middle class expands and disposable incomes rise, there is a greater demand for products and services. This creates opportunities for advertisers to promote their offerings and capture a larger share of the market. Additionally, the increasing urbanization in the region is leading to a higher concentration of consumers in cities, making TV advertising an effective way to reach a large number of people in a concentrated area. In conclusion, the Traditional TV Advertising market in Southern Asia is witnessing growth and development due to customer preferences for traditional TV, increasing investment from advertisers, the emergence of targeted advertising, the diversity of the region, and the underlying macroeconomic factors. As the region continues to evolve, it is likely that the Traditional TV Advertising market will continue to play a significant role in the advertising landscape.

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) 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.