TV & Video Advertising - Western Africa

Ad spending in the TV & Video Advertising market in Western Africa is expected to reach US$809.10m in 2024.
The largest market is Traditional TV Advertising with a market volume of US$604.90m in 2024.
When compared globally, the United States is projected to lead in ad spending with US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is estimated to be US$3.30 in 2024.
By 2030, the number of TV Viewers in Western Africa is anticipated to reach 0.0users.
The TV & Video Advertising market in Nigeria is experiencing a surge in digital ad spending, reflecting a shift towards online platforms to reach a wider audience.

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all 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).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Traditional linear TV advertising broadcasted over traditional transmission channels (e.g., DTT, cable, satellite)
Digital video advertising covering all ad formats within webpage based videos, app based video players, social media networks or social media apps

Video ads on pages that are not in a video player

The TV & Video Advertising market in Western Africa has been experiencing significant growth in recent years. Customer preferences, trends in the market, local special circumstances, and underlying macroeconomic factors have all contributed to this development. Customer preferences in Western Africa have shifted towards digital platforms and online streaming services. With the increasing availability of high-speed internet and the rise of smartphones, consumers in the region are now able to access a wide variety of TV shows, movies, and videos online. This has led to a decline in traditional television viewership and an increase in the demand for digital advertising. Trends in the market show that advertisers are recognizing the potential of reaching consumers through digital channels. They are investing more in TV and video advertising on online platforms, such as social media, streaming services, and video-sharing websites. These platforms offer targeted advertising options, allowing advertisers to reach specific audiences based on their interests, demographics, and online behavior. Local special circumstances also play a role in the development of the TV & Video Advertising market in Western Africa. The region has a large youth population, with a growing number of tech-savvy individuals who are active on social media and other digital platforms. Advertisers are capitalizing on this by creating engaging and interactive video content that resonates with the younger audience. Furthermore, the rise of local content production has contributed to the growth of TV & Video Advertising in Western Africa. As more local TV shows, movies, and music videos are being produced, advertisers are seizing the opportunity to promote their products and services through product placements, sponsorships, and branded content. Underlying macroeconomic factors are also driving the development of the TV & Video Advertising market in Western Africa. The region has been experiencing economic growth, leading to an increase in consumer spending power. This has created a favorable environment for advertisers to invest in TV and video advertising, as consumers are more likely to purchase products and services that they are exposed to through advertisements. In conclusion, the TV & Video Advertising market in Western Africa is developing due to customer preferences shifting towards digital platforms, trends in the market favoring online advertising, local special circumstances such as a large youth population and the rise of local content production, and underlying macroeconomic factors such as economic growth. Advertisers are recognizing the potential of reaching consumers through digital channels and are investing more in TV and video advertising on online platforms.

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

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, web traffic, 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, internet users, consumer spending, and digital 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.