Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Zimbabwe

Zimbabwe

Ad spending in the Traditional TV Advertising market in Zimbabwe is forecasted to reach US$139.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 1.54%, leading to a projected market volume of US$150.70m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market is estimated to be US$15.69 in 2024.
Within the Traditional TV Advertising market in Zimbabwe, the number of users is projected to reach 9.7m users by 2029.
Traditional TV Advertising in Zimbabwe is experiencing a resurgence due to its ability to reach a wide audience in a country with limited internet access.

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.

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Analyst Opinion

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

Customer preferences: Zimbabwean consumers have shown a strong preference for traditional TV advertising due to several reasons. Firstly, television remains one of the most popular forms of entertainment in the country, with a wide reach and high viewership. This makes it an attractive medium for advertisers to reach a large audience. Additionally, many Zimbabweans do not have access to the internet or have limited internet connectivity, making traditional TV advertising the most effective way to reach them.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Zimbabwe is the increasing use of local content in advertisements. Advertisers have recognized the importance of cultural relevance and have started incorporating local languages, traditions, and themes in their commercials. This has resonated well with the Zimbabwean audience, as it allows them to connect with the advertisements on a deeper level. Another trend is the rise of product placement in TV shows and movies. This form of advertising seamlessly integrates brands and products into the content, making it more subtle and less intrusive for viewers.

Local special circumstances: Zimbabwe has a unique advertising landscape due to its political and economic situation. The country has a state-owned broadcaster, Zimbabwe Broadcasting Corporation (ZBC), which has a monopoly over television broadcasting. This means that advertisers have limited options when it comes to choosing channels for their TV advertisements. However, this has also created an opportunity for ZBC to offer competitive advertising rates, making traditional TV advertising more affordable for businesses in Zimbabwe.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Zimbabwe can be attributed to several macroeconomic factors. Firstly, the country's economy has been gradually recovering from a period of hyperinflation and economic instability. This has led to increased consumer spending and a growing middle class, who have more disposable income to spend on products and services advertised on TV. Additionally, the government has implemented policies to attract foreign investment, which has resulted in the entry of multinational companies into the Zimbabwean market. These companies often have larger advertising budgets and are more likely to invest in traditional TV advertising.

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.