Television Advertising Market

Television Advertising Market

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Raksha

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Raksha Sharma

Amulya

Fact-checked by:

Amulya Agarwal

Shruti

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Shruti Bhat

The global television advertising market size was valued USD 277 Billion in 2022 and is anticipated to reach USD 314.9 Billion by 2031, expanding at a CAGR of 3.7% during the forecast period, 2023 – 2031. A television advertising (also known as a television commercial, advert, commercial, TV advert, or simply an ad) is a segment of television programming created and paid by a company.

TV advertising is one of the most popular forms of advertising and has shown to be an efficient marketing channel. Television is a popular medium for advertising for both large and small enterprises.

 

Television Advertising Market Outlook

Several companies utilize TV advertising to transmit a message on television that often promotes a brand, product, or service. Advertisers can employ color, motion, and audio to communicate a strong and persuasive message to the public via television.

Depending on the services and target of the advertisement, audio-visual effects can also help to create a long-lasting and emotional impact. Large portion of the world's population consumes televised programming; TV advertising has become a popular vehicle among all advertisers.

Television Advertising Market Trends, Drivers, Restraints, and Opportunities

  • Global population spends more than four hours every day in front of the television, which is a major growth driver in the TV advertising sector.
  • Necessity for educating people on the benefits of the goods in order to increase sales is another major element driving the market.
  • Adoption of over-the-top (OTT) media services is predicted to boost demand in TV advertisements.
  • Increasing penetration of digital powerhouses Google and Facebook may hamper the growth of the market.
  • Growing adoption of smartphones and other portable devices are expected to hinder the market growth.
  • Rising popularity of internet television channels around the world is estimated to provide opportunities for advertisers to promote their advertisements through these channels.

Scope of Television Advertising Market Report

The report on the television advertising market includes an assessment of the market, size, share, trends, segments, and regional markets. Overview and dynamics have been included in the report.

Attributes

Details

Report Title

Television Advertising Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast

Base Year

2022

Historic Data

2016–2021

Forecast Period

2023–2031

Segmentation

Types (More than 60 Seconds, 60 Seconds, and 20 Seconds), Applications (Commercial & Personal Services, Consumer Goods, Food & Beverage Industry, Health & Medical Industry, Vehicles Industry, and Others)

Regional Scope

Asia Pacific, North America, Latin America, Europe, and Middle East & Africa

Report Coverage

Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast

Key Players Covered in the Report

CBS; Sun TV Network; Time Warner; Sinclair Broadcast Group; Vivendi; Omnicom Group; Publicis Groupe; Comcast; Viacom; and Gray Television

Television Advertising Market Segment Insights

The 20 seconds segment is projected to hold significant market share

Based on types, the television advertising market can be fragmented into more than 60 seconds, 60 seconds, and 20 seconds. The 20 seconds segment is projected to hold significant market share. To properly tap into all aspects of a strong brand-building television commercial, 20-second ads are perfect. 20 seconds is enough time to create a television commercial that is memorable, interesting, and original enough to attract the audience. It is enough time to establish an emotional and intellectual bond. These factors are projected to boost the segment during the forecast period.

Global Television Advertising Market Types Segmentation

The consumer goods segment is anticipated to account for a substantial share

On the basis of applications, the market can be segregated into commercial & personal services, consumer goods, food & beverage industry, health & medical industry, vehicles industry, and others. The consumer goods segment is anticipated to account for a substantial share, due to increased necessity for start-ups in the retail and consumer products industries to compete with large companies in an increasingly competitive and innovative environment. Various companies are improving their internet advertising techniques in order to inform customers about their products and attract traffic to their e-commerce sites.

Global Television Advertising Market Application

Asia Pacific is expected to dominate the market

In terms of regions, the television advertising market is categorized as Asia Pacific, North America, Europe, Latin America, and Middle East & Africa. Asia Pacific is expected to dominate the market owing to extensive urbanization and strong spending power.

The rise of small and medium-sized firms in emerging markets such as China and India is expected to drive the market. The increasing usage of smart televisions in fast emerging economies such as India is considerably contributing to the regional market growth.

Segments

Types

  • More than 60 Seconds
  • 60 Seconds
  • 20 Seconds

Applications

  • Commercial & Personal Services
  • Consumer Goods
  • Food & Beverage Industry
  • Health & Medical Industry
  • Vehicles Industry
  • Others

Regions

  • Asia Pacific
  • North America
  • Latin America
  • Europe
  • Middle East & Africa

Key Players

  • CBS
  • Sun TV Network
  • Time Warner
  • Sinclair Broadcast Group
  • Vivendi
  • Omnicom Group
  • Publicis Groupe
  • Comcast
  • Viacom
  • Gray Television

Competitive Landscape

Key players in the television advertising market include CBS; Sun TV Network; Time Warner; Sinclair Broadcast Group; Vivendi; Omnicom Group; Publicis Groupe; Comcast; Viacom; and Gray Television. These players are actively engaged in several market development activities including collaborations, agreements, mergers & acquisitions, production capacity expansion, new product launches, and partnerships to strengthen their geographical presence and expand their customer base globally.

Global Television Advertising Market Key Players

1. Executive Summary
2. Assumptions and Acronyms Used
3. Research Methodology
4. Television Advertising Market Overview
  4.1. Introduction
     4.1.1. Market Taxonomy
     4.1.2. Market Definition
  4.2. Macro-Economic Factors
     4.2.1. Industry Outlook
  4.3. Television Advertising Market Dynamics
     4.3.1. Market Drivers
     4.3.2. Market Restraints
     4.3.3. Opportunity
     4.3.4. Market Trends
  4.4. Television Advertising Market - Supply Chain
  4.5. Global Television Advertising Market Forecast
     4.5.1. Television Advertising Market Size (US$ Mn) and Y-o-Y Growth
     4.5.2. Television Advertising Market Size (000’ Units) and Y-o-Y Growth
     4.5.3. Television Advertising Market Absolute $ Opportunity
5. Global Television Advertising Market Analysis and Forecast by Region
  5.1. Market Trends
  5.2. Introduction
     5.2.1. Basis Point Share (BPS) Analysis by Region
     5.2.2. Y-o-Y Growth Projections by Region
  5.3. Television Advertising Market Size and Volume Forecast by Region
     5.3.1. North America
     5.3.2. Latin America
     5.3.3. Europe
     5.3.4. Asia Pacific
     5.3.5. Middle East and Africa (MEA)
  5.4. Absolute $ Opportunity Assessment by Region
  5.5. Market Attractiveness/Growth Potential Analysis by Region
  5.6. Global Television Advertising Demand Share Forecast, 2019-2026
6. North America Television Advertising Market Analysis and Forecast
  6.1. Introduction
     6.1.1. Basis Point Share (BPS) Analysis by Country
     6.1.2. Y-o-Y Growth Projections by Country
  6.2. North America Television Advertising Market Size and Volume Forecast by Country
     6.2.1. U.S.
     6.2.2. Canada
  6.3. Absolute $ Opportunity Assessment by Country
  6.4. Market Attractiveness/Growth Potential Analysis
     6.4.1. By Country
     6.4.2. By Product Type
     6.4.3. By Application
  6.5. North America Television Advertising Demand Share Forecast, 2019-2026
7. Latin America Television Advertising Market Analysis and Forecast
  7.1. Introduction
     7.1.1. Basis Point Share (BPS) Analysis by Country
     7.1.2. Y-o-Y Growth Projections by Country
     7.1.3. Latin America Average Pricing Analysis
  7.2. Latin America Television Advertising Market Size and Volume Forecast by Country
      7.2.1. Brazil
      7.2.2. Mexico
      7.2.3. Rest of Latin America
   7.3. Absolute $ Opportunity Assessment by Country
  7.4. Market Attractiveness/Growth Potential Analysis
     7.4.1. By Country
     7.4.2. By Product Type
     7.4.3. By Application
  7.5. Latin America Television Advertising Demand Share Forecast, 2019-2026
8. Europe Television Advertising Market Analysis and Forecast
  8.1. Introduction
     8.1.1. Basis Point Share (BPS) Analysis by Country
     8.1.2. Y-o-Y Growth Projections by Country
     8.1.3. Europe Average Pricing Analysis
  8.2. Europe Television Advertising Market Size and Volume Forecast by Country
     8.2.1. Germany
     8.2.2. France
     8.2.3. Italy
     8.2.4. U.K.
     8.2.5. Spain
     8.2.6. Russia
     8.2.7. Rest of Europe
  8.3. Absolute $ Opportunity Assessment by Country
  8.4. Market Attractiveness/Growth Potential Analysis
     8.4.1. By Country
     8.4.2. By Product Type
     8.4.3. By Application
  8.5. Europe Television Advertising Demand Share Forecast, 2019-2026
9. Asia Pacific Television Advertising Market Analysis and Forecast
  9.1. Introduction
     9.1.1. Basis Point Share (BPS) Analysis by Country
     9.1.2. Y-o-Y Growth Projections by Country
     9.1.3. Asia Pacific Average Pricing Analysis
  9.2. Asia Pacific Television Advertising Market Size and Volume Forecast by Country
     9.2.1. China
     9.2.2. Japan
     9.2.3. South Korea
     9.2.4. India
     9.2.5. Australia
     9.2.6. Rest of Asia Pacific (APAC)
  9.3. Absolute $ Opportunity Assessment by Country
  9.4. Market Attractiveness/Growth Potential Analysis
     9.4.1. By Country
     9.4.2. By Product Type
     9.4.3. By Application
  9.5. Asia Pacific Television Advertising Demand Share Forecast, 2019-2026
10. Middle East & Africa Television Advertising Market Analysis and Forecast
  10.1. Introduction
     10.1.1. Basis Point Share (BPS) Analysis by Country
     10.1.2. Y-o-Y Growth Projections by Country
     10.1.3. Middle East & Africa Average Pricing Analysis
  10.2. Middle East & Africa Television Advertising Market Size and Volume Forecast by Country
     10.2.1. Saudi Arabia
     10.2.2. South Africa
     10.2.3. UAE
     10.2.4. Rest of Middle East & Africa (MEA)
  10.3. Absolute $ Opportunity Assessment by Country
  10.4. Market Attractiveness/Growth Potential Analysis
     10.4.1. By Country
     10.4.2. By Product Type
     10.4.3. By Application
  10.5. Middle East & Africa Television Advertising Demand Share Forecast, 2019-2026
11. Competition Landscape
  11.1. Global Television Advertising Market: Market Share Analysis
  11.2. Television Advertising Distributors and Customers
  11.3. Television Advertising Market: Competitive Dashboard
  11.4. Company Profiles (Details: Overview, Financials, Developments, Strategy)
     11.4.1. CBS
     11.4.2. Sun TV Network
     11.4.3. Time Warner
     11.4.4. Sinclair Broadcast Group
     11.4.5. Vivendi
     11.4.6. Omnicom Group
     11.4.7. Publicis Groupe
     11.4.8. Comcast

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