Television changed the world; now technology is changing television. After a pandemic-related decrease in ad spending in 2020,
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,
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.
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.
The Americas: strong in ad spend growth
North America has been the world’s leading TV advertising region for decades. In 2024,
TV advertising spending in North America was projected to amount to nearly 69 billion U.S. dollars, up from 64 billion in the previous year. As for the United States, the largest ad market worldwide, TV ad revenues are expected to grow in the coming years. The same is forecast for Mexican TV ad spend.
In Canada, on the other hand, the numbers are still not back to their pre-2020 value. In South America,
Brazil is the leading TV ad market. In 2022, the country spent around six billion dollars, which was significantly more than other players in the region. TV remains a strong ad medium, still surpassing the internet in terms of spending in many countries, e.g. in Argentina and Peru.
Europe: fluctuations East and West
Europe’s television landscape has undergone dynamic changes due to the rise of digital entertainment formats as well. This development is also reflected in advertising activities but in Central and Eastern Europe, TV ad spend is expected to experience growth in 2024, despite setbacks in 2020 and 2022. On the other hand,
TV ad spend in Western Europe has fluctuated for the better part of the last two decades, with a much less rapid recovery expected from 2022 onwards. As for Europe’s top TV advertising market, the
United Kingdom, a steady drop in expenditures has already been unfolding since 2016. However,
people’s trust in TV advertising in the UK stayed at the top in 2023 as well.
APAC: India spared from downward tides
The Asia-Pacific (APAC) region is the second-largest TV ad market in the world.
The region’s TV ad spend appears to have already reached its peak in the mid-2010s. Thus, after a pandemic-induced drop from 56 billion to about 51 billion dollars in 2020 and a slight uptick in 2021, expenditures are forecast to
decline in the future. Especially in China, ad revenues are expected to plummet on an annual basis. While a similar downward trend can be seen in countries like Japan, the region’s leading advertising hub, the reverse is true for
India, where earnings from TV advertising continue to flourish.
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