Advertising & Media Market Insights Advertising TV & Video Advertising

Traditional TV Advertising - Worldwide

Worldwide

Ad spending in the Traditional TV Advertising segment is projected to reach US$146.90bn in 2023.
Ad spending is expected to show an annual growth rate (CAGR 2023-2027) of -0.62%, resulting in a projected market volume of US$143.30bn by 2027.
The average ad spending per TV Viewer in the Traditional TV Advertising segment is projected to amount to US$26.95 in 2023.
In the Traditional TV Advertising segment, the number of users is expected to amount to 5.69bn users by 2027.

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.