Kenya: traditional television ad spending 2027

The ad spending is forecast to experience significant growth in all segments in 2027. As part of the positive trend, the ad spending reaches the maximum value for all three different segments at the end of the comparison period. Particularly noteworthy is the segment DTT, which has the highest value of 143.96 million U.S. dollars.

Find other insights concerning similiar markets and segments, such as a comparison of number of users in Hungary and a comparison of number of users in the United Kingdom.

Traditional television advertising spending in Kenya from 2019 to 2027, by segment (in million U.S. dollars)

Characteristic	DTT	Satellite	Cable
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Supplementary notes

Data provided by Statista Market Insights are estimates.

TV Advertising considers all ad spending for moving image formats broadcasted over traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered over Internet Protocol networks (IPTV).

It covers all ad spending for pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators.

This segment does not include online TV advertising (e.g., ad spending for TV viewed online that is delivered by traditional broadcasters via their websites).

The distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcast stations transmit TV content by radio waves to televisions to households in a digital format. Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas. The same technology can also be used to transmit FM-radio, internet, telephone, and other non-television services. Satellite TV involves television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program. Internet Protocol television (IPTV) is the delivery of television content over Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Since this segment only covers linear TV broadcasted via IPTV services, this ad spending is considered non-digital.

Figures are based on net revenues and exclude agency commissions, rebates, and production costs.

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