Traditional TV Advertising - Taiwan

Ad spending in the Traditional TV Advertising market in Taiwan is forecasted to reach US$1.13bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2030) of 0.10%, leading to a projected market volume of US$1.13bn by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Taiwan is projected to be US$64.02 in 2024.
In the Traditional TV Advertising market in Taiwan, the number of users is expected to reach 0.0users by 2030.
Taiwan's traditional TV advertising market is experiencing a shift towards digital platforms to reach tech-savvy consumers effectively.

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.

Moving image formats broadcasted over traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered over Internet Protocol networks (IPTV)
Spending for pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators

Online TV advertising (e.g., ad spending for TV viewed online, delivered by traditional broadcasters via their websites)

The Traditional TV Advertising market in Taiwan has been experiencing significant growth in recent years.

Customer preferences: Customers in Taiwan still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and online streaming services, many people in Taiwan continue to watch TV and rely on traditional TV channels for their entertainment needs. This preference for traditional TV has created a strong demand for TV advertising in the country.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Taiwan is the increasing use of data analytics and targeting techniques. Advertisers are now able to collect and analyze data on viewer preferences and behavior, allowing them to create more targeted and personalized TV advertisements. This trend is helping advertisers to maximize the effectiveness of their TV campaigns and reach the right audience. Another trend in the market is the integration of online and traditional TV advertising. Advertisers are increasingly using both channels to reach their target audience. They are leveraging the popularity of online platforms to extend the reach of their TV campaigns and engage with viewers across different channels. This integrated approach is proving to be highly effective in capturing the attention of consumers and driving brand awareness.

Local special circumstances: One of the unique aspects of the Traditional TV Advertising market in Taiwan is the dominance of local TV channels. Local TV channels have a strong viewership and are highly trusted by the Taiwanese audience. Advertisers recognize the importance of partnering with these local channels to effectively reach their target market. This has led to a strong collaboration between advertisers and local TV channels, resulting in a vibrant and competitive TV advertising market in Taiwan.

Underlying macroeconomic factors: The strong growth in the Traditional TV Advertising market in Taiwan can be attributed to several underlying macroeconomic factors. Taiwan has a stable and growing economy, which has led to an increase in consumer spending. This has created a favorable environment for advertisers to invest in TV advertising to promote their products and services. Furthermore, Taiwan has a large population with a high level of disposable income. This provides advertisers with a large and affluent consumer base to target through TV advertising. The high level of disposable income also means that consumers have the purchasing power to respond to TV advertisements, making it an attractive medium for advertisers. In conclusion, the Traditional TV Advertising market in Taiwan is experiencing significant growth due to customer preferences for traditional TV, the integration of online and traditional TV advertising, the dominance of local TV channels, and underlying macroeconomic factors such as a stable economy and high consumer spending. Advertisers in Taiwan are leveraging these trends and special circumstances to effectively reach their target audience and drive brand awareness.

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.

This report presents a comprehensive analysis and additional information on the Advertising & Media market, in a PDF format.

Television changed the world; now technology is changing television. After a pandemic-related decrease in ad spending in 2020, global television ad spending has since returned to growth over the first half of the 2020s but has not succeeded in going back to its pre-pandemic figures. At the same time, TV’s share of global ad spending has been decreasing year-after-year. TV’s global deceleration is mostly attributable to a slowdown in linear TV investments, while spending on digital TV is showing no signs of slowing down. Connected TV (CTV) ad revenue worldwide is expected to almost double between 2022 and 2028, as more and more viewers ditch linear TV in favor of devices connected to the internet.