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.
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.
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Attributes
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Details
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Report Title
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Television Advertising Market - Global Industry Analysis, Growth, Share, Size, Trends, and Forecast
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Base Year
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2022
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Historic Data
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2016–2021
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Forecast Period
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2023–2031
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Segmentation
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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)
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Regional Scope
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Asia Pacific, North America, Latin America, Europe, and Middle East & Africa
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Report Coverage
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Company Share, Market Analysis and Size, Competitive Landscape, Growth Factors, and Trends, and Revenue Forecast
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Key Players Covered in the Report
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CBS; Sun TV Network; Time Warner; Sinclair Broadcast Group; Vivendi; Omnicom Group; Publicis Groupe; Comcast; Viacom; and Gray Television
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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.
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.
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.
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