Traditional TV Advertising - Western Africa

Ad spending in the Traditional TV Advertising market in Western Africa is forecasted to reach US$604.90m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2030) of 2.43%, leading to a projected market volume of US$698.60m by 2030.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$3.30 in 2024.
By 2030, the number of users in the Traditional TV Advertising market is projected to reach 0.0users.
In Western Africa, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the region's advertising market.

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 Western Africa is experiencing significant growth and development.

Customer preferences: Customers in Western Africa have shown a strong preference for traditional TV advertising. This is due to the widespread availability and accessibility of television in the region. Television remains a popular form of entertainment and information, and viewers trust the content and advertisements they see on TV. Additionally, many households in Western Africa do not have access to the internet or digital platforms, making traditional TV advertising the primary channel for reaching these consumers.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Western Africa is the increasing demand for local content. Viewers in the region are highly interested in watching programs and advertisements that reflect their own culture and values. As a result, advertisers are focusing on creating content that resonates with the local audience, using local languages, customs, and traditions. This trend has led to the growth of local production companies and the emergence of new TV channels dedicated to showcasing local content. Another trend in the market is the rise of interactive advertising. Advertisers are leveraging technology to engage viewers and create a more immersive experience. Interactive TV ads allow viewers to interact with the content by providing feedback, participating in polls, or even making purchases directly from the TV screen. This form of advertising not only captivates the audience but also provides valuable data and insights for advertisers to optimize their campaigns.

Local special circumstances: Western Africa is a diverse region with multiple countries, each with its own unique cultural and linguistic characteristics. Advertisers need to tailor their campaigns to the specific preferences and needs of each country. This requires a deep understanding of the local culture, traditions, and languages. Advertisers often collaborate with local production companies and agencies to ensure their advertisements are culturally relevant and resonate with the target audience.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Western Africa is driven by several macroeconomic factors. Firstly, the region has experienced steady economic growth in recent years, leading to an increase in disposable income and consumer spending. This has created a larger market for advertisers to target and has encouraged businesses to invest more in advertising to reach this growing consumer base. Secondly, Western Africa has a young and rapidly growing population. This demographic trend presents a significant opportunity for advertisers as young people are more likely to be receptive to advertising messages and are early adopters of new products and services. Advertisers are targeting this demographic through innovative and engaging TV campaigns that resonate with their interests and aspirations. In conclusion, the Traditional TV Advertising market in Western Africa is thriving due to customer preferences for television as a trusted source of information and entertainment. Advertisers are adapting to local preferences by creating content that reflects the culture and values of the region. The rise of interactive advertising and the focus on local content are key trends shaping the market. Additionally, the region's economic growth and young population are driving the demand for TV advertising. Advertisers are capitalizing on these factors to reach a larger audience and drive business growth.

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.