Traditional TV Advertising - MENA

  • MENA
  • Ad spending in the Traditional TV Advertising market in MENA is forecasted to reach US$2.40bn in 2024.
  • The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 2.16%, leading to an estimated market volume of US$2.67bn by 2029.
  • The average ad spending per TV Viewer in the Traditional TV Advertising market in MENA is projected to be US$5.95 in 2024.
  • By 2029, the number of users in the Traditional TV Advertising market in MENA is expected to reach 430.2m users.
  • In MENA, traditional TV advertising continues to thrive as a preferred medium for reaching a wide audience despite the rise of digital platforms.

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

 
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Analyst Opinion

The Traditional TV Advertising market in MENA region is experiencing significant growth and transformation.

Customer preferences:
Customers in the MENA region still show a strong preference for Traditional TV Advertising due to its wide reach and ability to target a broad audience. Many viewers in the region continue to rely on television as their primary source of entertainment and information, making TV advertising a valuable medium for businesses to connect with their target market.

Trends in the market:
In Saudi Arabia, the largest market in the region, there is a growing trend towards localized content and targeted advertising to cater to the diverse population. Advertisers are increasingly focusing on creating culturally relevant and personalized campaigns to resonate with the Saudi audience. Additionally, there is a rise in the use of data analytics and technology to optimize TV advertising strategies and measure the effectiveness of campaigns.

Local special circumstances:
In Egypt, the political and social landscape heavily influences TV advertising trends. Advertisers often align their campaigns with popular TV shows and events that capture the attention of the Egyptian population. Ramadan, for example, is a prime time for TV advertising in Egypt, with businesses investing heavily in commercials during this period to reach a larger audience.

Underlying macroeconomic factors:
The economic diversification efforts in the UAE are driving the growth of the TV advertising market in the country. As the UAE aims to reduce its reliance on oil revenues, there is a push towards developing other sectors such as media and entertainment. This shift is creating opportunities for advertisers to tap into a growing market and diversify their advertising strategies in the region.

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 Global Survey) 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.

Overview

  • Ad Spending
  • Analyst Opinion
  • Reach
  • Global Comparison
  • Methodology
  • Key Market Indicators
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