Market Insights Advertising & Media Advertising

TV & Video Advertising - Zimbabwe

Zimbabwe

Ad spending in the TV & Video Advertising market in Zimbabwe is forecasted to reach US$151.30m in 2024.
The largest market in Zimbabwe is Traditional TV Advertising with a market volume of US$139.60m in 2024.
When compared globally, the United States is expected to generate the highest ad spending amounting to US$144.60bn in 2024.
The average ad spending per user in the Traditional TV Advertising market in Zimbabwe is projected to be US$15.69 in 2024.
By 2029, the number of TV Viewers in Zimbabwe is anticipated to reach 9.7m users.
In Zimbabwe, TV & Video Advertising market shows a shift towards digital platforms, embracing online streaming services over traditional television channels.

Key regions: United States, India, China, Japan, United Kingdom

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.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Zimbabwe has experienced significant growth in recent years, driven by changing customer preferences and the increasing availability of digital platforms.

Customer preferences: With the rise of digital platforms and the increasing accessibility of the internet, customers in Zimbabwe are increasingly turning to online streaming services for their entertainment needs. This shift in customer preferences has led to a surge in demand for TV and video advertising on digital platforms, as advertisers seek to reach their target audience through these popular channels. Additionally, customers are becoming more selective in their viewing habits, opting for on-demand content that can be accessed at their convenience. This has created opportunities for targeted advertising that can reach specific audiences based on their interests and viewing habits.

Trends in the market: One of the key trends in the TV & Video Advertising market in Zimbabwe is the growth of mobile advertising. With the widespread adoption of smartphones and the increasing availability of mobile data, advertisers are capitalizing on the opportunity to reach customers on their mobile devices. Mobile advertising offers the advantage of reaching customers on the go, allowing advertisers to target them in real-time and deliver personalized messages. This trend is expected to continue as mobile penetration rates in Zimbabwe continue to rise. Another trend in the market is the increasing integration of TV and video advertising with social media platforms. Social media platforms such as Facebook, Twitter, and Instagram have become popular channels for video content consumption, and advertisers are leveraging these platforms to reach their target audience. The ability to share and engage with content on social media platforms allows for greater reach and engagement, making it an attractive option for advertisers.

Local special circumstances: The TV & Video Advertising market in Zimbabwe is also influenced by local special circumstances. The country has a diverse population with different language preferences and cultural backgrounds. Advertisers need to take these factors into consideration when creating their campaigns to ensure they resonate with the target audience. Additionally, the economic situation in Zimbabwe has an impact on advertising budgets and spending. Advertisers may need to be more cost-conscious and strategic in their advertising efforts to maximize their return on investment.

Underlying macroeconomic factors: The development of the TV & Video Advertising market in Zimbabwe is also influenced by underlying macroeconomic factors. Economic stability and growth play a crucial role in attracting advertising investments. When the economy is stable and growing, businesses are more likely to invest in advertising to promote their products and services. On the other hand, economic downturns can lead to reduced advertising budgets and a slowdown in the market. Additionally, government regulations and policies can also impact the market by either facilitating or hindering advertising activities.

Methodology

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.