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TV advertising worldwide - statistics & facts

Television has been an immensely popular and highly effective advertising platform for almost a century. Thanks to its ability to reach millions of viewers across the globe, TV has offered companies the perfect stage to promote their products and services. But while the format still manages to draw large audiences in many parts of the world, it no longer remains the primary source of news and entertainment everywhere. In 2020, global television advertising revenue dropped to 141 billion U.S. dollars following the coronavirus (COVID-19) outbreak. And even though revenues are expected to recover in the next few years, digital media has already overtaken TV as the top advertising medium worldwide.

North America

North America has been the world’s leading TV advertising region for decades. In 2020, TV advertising spending in North America amounted to approximately 65 billion U.S. dollars, down from 69 billion in the previous year. Advertisers were visibly hesitant to invest large sums into television promotion amidst the uncertainties of the pandemic, but even before 2020, expenditures had already flatlined for years. On top of that, the internet has overtaken TV as the region’s top advertising medium in the late-2010s. As for the United States, the largest ad market in North America and worldwide, TV ad revenues are expected to grow at least until 2025.

Asia-Pacific region

The Asia-Pacific (APAC) region is the second-largest TV ad market in the world. But similar to North America, TV ad spend in the APAC region appears to have already reached its peak in the mid-2010s. After a pandemic-induced drop from 56 billion to about 51 billion U.S. dollars in 2020 and a slight uptick in 2021, expenditures are forecast to decline in the future. Especially in China, the region’s leading advertising hub, ad revenues are expected to plummet on an annual basis. While a similar downward trend can be seen in countries like Japan or South Korea, the reverse is true for India, where ad earnings from TV advertising continue to flourish.

Europe

Europe’s television landscape has undergone dynamic changes due to the rise of digital entertainment formats. This development is also reflected in advertising activities, but while TV is slowly losing its appeal with advertisers in some regions, it draws ever-increasing investments from others. In Central and Eastern Europe, TV ad spend peaked at over seven billion U.S. dollars in 2019, and despite a setback in 2020, forecasts predict continuous spending growth for the next few years. On the other side of the coin, TV ad spend in Western Europe has fluctuated for the better part of the last two decades, with a much less rapid recovery expected from 2021 onwards. As for Europe’s top TV advertising market, the United Kingdom, a steady drop in expenditures has already been unfolding since 2016.

Interesting statistics

In the following 6 chapters, you will quickly find the 42 most important statistics relating to "TV advertising worldwide".

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