Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - United Arab Emirates

United Arab Emirates

Ad spending in the Traditional TV Advertising market in the United Arab Emirates is forecasted to reach US$51.96m in 2024.
The market is expected to demonstrate an annual growth rate (CAGR 2024-2029) of 0.78%, leading to a projected market volume of US$54.02m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is projected to be US$7.11 in 2024.
By 2029, the number of users in the Traditional TV Advertising market is anticipated to reach 7.5m users.
In the United Arab Emirates, the Traditional TV Advertising market is experiencing a shift towards digital platforms to reach tech-savvy consumers.

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

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Currency

Analyst Opinion

The Traditional TV Advertising market in United Arab Emirates has been experiencing significant growth in recent years.

Customer preferences: Customers in United Arab Emirates still have a strong preference for traditional TV advertising. They enjoy watching television and consider it a primary source of entertainment and information. TV advertising allows companies to reach a wide audience and create brand awareness.

Trends in the market: One of the trends in the Traditional TV Advertising market in United Arab Emirates is the increasing demand for targeted advertising. Advertisers are looking for ways to reach specific demographic groups and tailor their messages accordingly. This trend is driven by the availability of data and analytics, which enables advertisers to better understand their target audience and deliver more relevant content. Another trend in the market is the integration of digital technology into traditional TV advertising. Advertisers are leveraging digital platforms to enhance their TV campaigns and engage with viewers in new ways. This includes interactive ads, second screen experiences, and social media integration. These innovations are aimed at capturing the attention of viewers and increasing the effectiveness of TV advertising.

Local special circumstances: United Arab Emirates has a diverse population with a mix of nationalities and cultures. This diversity presents a unique challenge for advertisers who need to create content that resonates with different segments of the population. Advertisers must be mindful of cultural sensitivities and ensure that their messages are inclusive and respectful.

Underlying macroeconomic factors: United Arab Emirates has a strong economy with high disposable income levels. This allows consumers to spend more on products and services, which in turn drives demand for advertising. Additionally, the country has a thriving tourism industry, attracting visitors from around the world. This presents opportunities for advertisers to target tourists and promote their products and services. In conclusion, the Traditional TV Advertising market in United Arab Emirates is growing due to customer preferences for television as a primary source of entertainment and information. The market is also influenced by trends such as targeted advertising and the integration of digital technology. Advertisers must navigate the local special circumstances of a diverse population and be mindful of cultural sensitivities. The underlying macroeconomic factors of a strong economy and a thriving tourism industry contribute to the growth of the market.

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.