Overview and Scope
Television advertising is the process of creating and broadcasting commercials on television to promote a product or service. Advertising exposes that brand to more audience initially than online advertising. TV advertising drives all other forms of promotion.
Sizing and Forecast
The tv advertising market size has grown strongly in recent years. It will grow from $129.61 billion in 2023 to $137.9 billion in 2024 at a compound annual growth rate (CAGR) of 6.4%. The growth in the historic period can be attributed to mass reach and audience engagement, effectiveness in brand building, prime time programming, credibility and trust, traditional advertising dominance.
The tv advertising market size is expected to see strong growth in the next few years. It will grow to $172.27 billion in 2028 at a compound annual growth rate (CAGR) of 5.7%. The growth in the forecast period can be attributed to cross-channel integration and omnichannel campaigns, targeted advertising capabilities, data analytics for ad performance, interactive and shoppable ad formats, adaptation to changing viewer habits. Major trends in the forecast period include innovations in ad formats and creatives, data privacy compliance in targeted advertising, localization and regional targeting strategies, rise of branded content and sponsorships, real-time ad campaign adjustments.
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Segmentation & Regional Insights
The tv advertising market covered in this report is segmented –
1) By Service Type: Terrestrial, Multichannel, Online
2) By delivery platform: Cable Television, Satellite Television
3) By Broadcasting services: Advertisement, Subscription
4) By Time slot: 20 seconds, 60 seconds, More than 60 seconds
North America was the largest region in the TV advertising market in 2023. Western Europe was the second largest region in the global TV advertising market. The regions covered in the tv advertising market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa.
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Major Driver Impacting Market Growth
The increased use of over-the-top (OTT) media services is expected to drive the growth of the TV advertising market. OTT offers reach and retention as the video advertisement is 100% viewable and non-skippable. For instance, on OTT platforms such as Netflix, Amazon Prime Video, and Disney+, advertisements are non-skippable and are 100% viewed by the subscriber. These advertisements are known as Subscription-Supported Video-on-Demand Services. An increase is expected in the forecast period, culminating in the $2.373 billion projected OTT ad spending in 2025, indicating that advertising on streaming services is rapidly expanding. Thus, the increased use of over-the-top (OTT) media services is driving the market for TV advertising.
Key Industry Players
Major companies operating in the tv advertising market report are Comcast Corporation, The Walt Disney Company, Viacom Inc., WPP plc, Publicis Groupe, Columbia Broadcasting System, Omnicom Group, Omnicom Group Inc, Cox Communication, Discovery Communications Inc., Vivendi SA, DENTSU INC., Time Warner Cable, British Broadcasting Corporation, Ogilvy & Mather Worldwide Inc., Univision Communication, Sinclair Broadcast Group, Gray Television Inc., Leo Burnett Worldwide, Havas WORLDWIDE INDIA PRIVATE LIMITED, BBDO Worldwide Inc., McCann Worldgroup, MullenLowe Group, Saatchi & Saatchi, Sun TV Network, Droga5 LLC, Fisher Communication, The Richards Group, TV Today Network, Jacob Tyler Brand & Digital Agency, Gumas Advertising L.L.C., Daniel Brian Advertising, BayCreative Inc, INNOVATIVE PRODUCTION GROUP, ThreeSixtyEight, LiveRail Inc., Division of Labor, THIEL, Anchour, R/Greenberg Associates, Anomaly Partners LLC, Deutsch Welle, Forsman & Bodenfors, M&C Saatchi Sport and Entertainment, Foote Cone & Belding Global, Crispin Porter + Bogusky, GSD&M Idea City LLC, Barton F. Graf, 22squared, Goodby Silverstein & Partners
The tv advertising market report table of contents includes:
1. Executive Summary
2. TV Advertising Market Characteristics
3. TV Advertising Market Trends And Strategies
4. TV Advertising Market – Macro Economic Scenario
5. Global TV Advertising Market Size and Growth
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32. Global TV Advertising Market Competitive Benchmarking
33. Global TV Advertising Market Competitive Dashboard
34. Key Mergers And Acquisitions In The TV Advertising Market
35. TV Advertising Market Future Outlook and Potential Analysis
36. Appendix
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