Market Insights Advertising & Media Advertising

TV & Video Advertising - Peru

Peru

Ad spending in the TV & Video Advertising market in Peru is forecasted to reach US$425.80m in 2024.
The largest market within this market is Traditional TV Advertising, with a market volume of US$356.70m in 2024.
When compared globally, the United States is expected to lead in ad spending, reaching US$143.80bn in 2024.
The average ad spending per user in the Traditional TV Advertising market is projected to be US$11.25 in 2024.
By 2029, the number of TV Viewers in Peru is anticipated to reach 33.41m users.
Peru's TV & Video Advertising market is experiencing a shift towards digital platforms to reach a tech-savvy audience effectively.

Key regions: United States, Europe, United Kingdom, Japan, Germany

Definition:
TV & Video Advertising includes advertising in the form of moving visual images instead of traditional broadcast television and all ad formats within digital video channels. Traditional TV Advertising includes non-digital formats and excludes all forms of digital TV advertising. Traditional TV Advertising also covers all ad spending on pay-TV operators and networks, free-to-air networks, and free-to-air spin-off digital channels from terrestrial network operators. In comparison, Digital Video Advertising includes all ad formats within webpage-based videos, app-based video players, social media, or streaming apps that appear on computer screens, smartphones, tablets, and other internet-connected devices.

Structure:

Traditional TV Advertising includes all ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV).
Digital Video Advertising formats are displayed as instream and outstream video ads. Instream video ads include advertising that appears before, during, or after the streamed video (pre-roll, mid-roll, and post-roll video ads) and video overlays (text- or image-based overlays that appear while watching a video). Outstream video ads include video advertising that appears in non-video environments, e.g., in-feed on social media or text-based content (so-called native advertising).

Additional information:
The TV & Video Advertising market comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users for the market. Figures are based on advertising spending and exclude agency commissions, rebates, production costs, and taxes. Additional definitions of Traditional TV Advertising and Digital Video Advertising can be found on the respective pages. For more information on the data displayed, use the info button right next to the boxes.

Market

Region

Region comparison

Currency

Analyst Opinion

The TV & Video Advertising market in Peru has been experiencing significant growth and development in recent years. Customer preferences in Peru have shifted towards consuming more digital content, including TV shows and videos, which has led to an increase in demand for TV and video advertising. This shift in preference can be attributed to the increasing availability of high-speed internet and the growing popularity of smartphones and other digital devices. Trends in the market indicate that advertisers are recognizing the potential of TV and video advertising in reaching a wider audience in Peru. They are investing more in creating engaging and interactive advertisements to capture the attention of consumers. Additionally, there is a growing trend of using targeted advertising to reach specific demographics and segments of the population. This allows advertisers to deliver personalized messages to their target audience, increasing the effectiveness of their campaigns. Local special circumstances in Peru, such as the cultural diversity and the popularity of local TV shows and programs, also play a role in the development of the TV & Video Advertising market. Advertisers are leveraging the popularity of local content to connect with consumers on a deeper level and build brand loyalty. Furthermore, the rise of social media influencers and online content creators in Peru has opened up new opportunities for advertisers to collaborate and promote their products or services through sponsored content. Underlying macroeconomic factors, such as the steady economic growth and increasing consumer spending power in Peru, have contributed to the growth of the TV & Video Advertising market. As the economy continues to improve, businesses are willing to allocate more resources towards advertising and marketing efforts to capitalize on the growing consumer demand. Additionally, the government's efforts to attract foreign investments and promote entrepreneurship have created a favorable business environment, encouraging both local and international advertisers to invest in TV and video advertising in Peru. Overall, the TV & Video Advertising market in Peru is developing rapidly due to changing customer preferences, the adoption of new advertising strategies, local special circumstances, and favorable macroeconomic factors. As technology continues to advance and the digital landscape evolves, it is expected that the market will continue to grow and provide new opportunities for advertisers to connect with consumers in Peru.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on TV and video advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers traditional TV advertising (non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV) and digital video advertising (video ad formats: web-based, app-based, on social media, and connected devices).

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, web traffic, and survey results from our primary research (e.g., Consumer Insights) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, internet users, consumer spending, and digital consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.