Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Austria

Austria

Ad spending in the Traditional TV Advertising market in Austria is forecasted to reach US$765.70m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.31%, leading to a projected market volume of US$716.70m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Austria is projected to be US$97.05 in 2024.
The number of users in the Traditional TV Advertising market in Austria is expected to reach 8.09m users by 2029.
Austria's traditional TV advertising market is seeing a shift towards targeted digital campaigns to reach specific audiences effectively.

Key regions: India, United States, France, Australia, China

Definition:
Traditional TV Advertising refers to 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). 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 broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via 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). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes 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.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

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

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Analyst Opinion

The Traditional TV Advertising market in Austria is experiencing significant growth and development.

Customer preferences: Austrian consumers still have a strong preference for traditional television, despite the rise of digital platforms. They enjoy the convenience and reliability of watching their favorite shows and commercials on the big screen in the comfort of their own homes. This preference for traditional TV is evident in the high viewership ratings and the demand for advertising slots during prime time.

Trends in the market: One of the key trends in the Traditional TV Advertising market in Austria is the increasing competition among advertisers for limited advertising slots. As the demand for traditional TV advertising remains high, advertisers are vying for prime time slots to reach their target audience. This has led to an increase in advertising rates and a more competitive market. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are leveraging the power of digital technology to enhance their TV commercials, using interactive elements, social media integration, and targeted advertising. This allows them to engage with viewers on multiple platforms and maximize the impact of their campaigns.

Local special circumstances: Austria has a unique media landscape with a strong emphasis on public broadcasting. The Austrian Broadcasting Corporation (ORF) plays a significant role in the Traditional TV Advertising market, as it dominates the television industry and attracts a large audience. Advertisers often choose to partner with ORF to reach a wide range of viewers and benefit from the broadcaster's reputation and reach.

Underlying macroeconomic factors: Austria has a stable and growing economy, which contributes to the development of the Traditional TV Advertising market. The country has a high standard of living and a strong consumer base, which attracts advertisers looking to promote their products and services. Additionally, Austria has a well-developed infrastructure and a high level of internet penetration, which supports the growth of traditional TV advertising. In conclusion, the Traditional TV Advertising market in Austria is thriving due to customer preferences for traditional television, the increasing competition among advertisers, the integration of digital elements, the dominance of public broadcasting, and the underlying macroeconomic factors. Advertisers in Austria are leveraging these trends and circumstances to effectively reach their target audience and drive business growth.

Methodology

Data coverage:

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

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, 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, number of households with television, and 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.