Traditional TV Advertising - Ukraine

Ad spending within the Traditional TV Advertising market in Ukraine is forecasted to reach US$55.23m in 2024.
The anticipated annual growth rate (CAGR 2024-2030) of 3.32% is expected to lead to a market volume of US$67.19m by 2030.
The projected average ad spending per TV Viewer in the Traditional TV Advertising market is US$9.95 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is expected to reach 0.0users.
Ukraine's Traditional TV Advertising market is experiencing a shift towards digital platforms due to changing viewer preferences and technological advancements.

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 Ukraine has been experiencing significant growth in recent years.

Customer preferences: Ukrainian consumers still have a strong preference for traditional TV advertising. Despite the rise of digital advertising platforms, many viewers in Ukraine continue to rely on traditional television as their primary source of entertainment and information. This preference for traditional TV has resulted in a high demand for advertising slots on popular television channels in the country.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Ukraine is the increasing use of targeted advertising. Advertisers are now able to segment their target audience based on demographics, interests, and viewing habits, allowing them to deliver more relevant and personalized advertisements. This trend has been driven by advancements in technology and data analytics, which have made it easier for advertisers to gather and analyze viewer data. Another trend in the market is the growing popularity of product placement. Advertisers are increasingly incorporating their products or brands into television shows and movies, seamlessly integrating their messages into the storyline. This form of advertising is seen as more subtle and less intrusive, making it more appealing to viewers. Moreover, product placement allows advertisers to reach a wider audience as television shows and movies are often syndicated or distributed internationally.

Local special circumstances: The Traditional TV Advertising market in Ukraine is also influenced by local special circumstances. One such circumstance is the high viewership of local content. Ukrainian viewers have a strong preference for locally produced television shows and movies, which has led to a significant increase in advertising opportunities for local businesses. Advertisers are keen to capitalize on the popularity of these programs by placing their advertisements during commercial breaks.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Ukraine can be attributed to several underlying macroeconomic factors. Firstly, the country's improving economic conditions have resulted in increased consumer spending power. This has led to higher advertising budgets, allowing businesses to invest more in traditional TV advertising. Secondly, the Ukrainian television industry has undergone significant transformation in recent years. The introduction of digital broadcasting and the expansion of cable and satellite television have increased the number of channels available to viewers. This has created a more competitive advertising landscape, with advertisers vying for prime advertising slots on popular channels. In conclusion, the Traditional TV Advertising market in Ukraine is experiencing growth due to customer preferences for traditional television, the use of targeted advertising, the popularity of product placement, local special circumstances such as high viewership of local content, and underlying macroeconomic factors such as improving economic conditions and the transformation of the television industry.

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.