Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Egypt

Egypt

Ad spending in the Traditional TV Advertising market in Egypt is forecasted to reach US$68.75m in 2024.
The market is expected to experience an annual growth rate (CAGR 2024-2029) of 2.55%, leading to a projected market volume of US$77.99m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Egypt is projected to be US$0.85 in 2024.
By 2029, the number of users in the Traditional TV Advertising market in Egypt is anticipated to reach 86.42m users.
Traditional TV Advertising in Egypt is holding strong despite digital trends, with major brands still investing heavily in this reliable medium.

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 Egypt has been experiencing significant growth in recent years, driven by changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Customer preferences in Egypt have shifted towards traditional TV advertising due to its wide reach and effectiveness in reaching a large audience. Despite the rise of digital platforms, traditional TV remains a popular choice for advertisers in Egypt, as it allows them to target a diverse audience across different age groups and socioeconomic backgrounds. Additionally, many Egyptians still rely on traditional TV as their primary source of entertainment and information, further increasing the demand for TV advertising. Trends in the market also contribute to the growth of traditional TV advertising in Egypt. Advertisers are increasingly recognizing the power of TV advertising in building brand awareness and driving sales. They are investing in high-quality production and creative storytelling to capture the attention of viewers and create memorable advertisements. Furthermore, the rise of satellite TV channels and the expansion of local TV networks have created more advertising opportunities, attracting both local and international advertisers. Local special circumstances play a role in the development of the Traditional TV Advertising market in Egypt. The country has a large population and a growing middle class, which increases the potential consumer base for advertisers. Additionally, Egypt is known for its vibrant media industry, with a wide range of TV channels catering to different interests and demographics. This diversity allows advertisers to target specific audiences and tailor their messages accordingly. Underlying macroeconomic factors also contribute to the growth of traditional TV advertising in Egypt. The country has been experiencing economic stability and steady GDP growth, which has led to increased consumer spending power. Advertisers see this as an opportunity to promote their products and services through TV advertising, as consumers are more likely to make purchasing decisions when they have disposable income. In conclusion, the Traditional TV Advertising market in Egypt is growing due to changing customer preferences, emerging trends in the market, local special circumstances, and underlying macroeconomic factors. Advertisers are recognizing the value of traditional TV advertising in reaching a wide audience and are investing in high-quality production and creative storytelling. The diverse media landscape in Egypt, along with the country's economic stability and growing consumer spending power, further contribute to the growth of the market.

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.