Television represents one of the most popular and widespread forms of media worldwide with around 1.6 billion households having one or more television sets. The prevalence of television makes it a preferred choice for advertisements for both large and small businesses. Television offers advertisers the ability to use motion, colour and audio to send a strong and persuasive message to the audience. The audio-visual effects also help in creating a long-lasting and emotional impact depending on the services and audience of the advertisement. According to the publisher's latest report, titled, “Global Television Advertising Market Report & Forecast 2021-2026”, the global television advertising market reached a value of US$ 278 Billion in 2020.
In spite of the competition from new media platforms, television is expected to remain as the largest advertisement segment. Moreover, the increasing penetration of television in emerging markets, such as Latin America, Eastern Europe, Africa, Middle-East, China and India is also expected to drive the television advertisement market in these regions, thereby facilitating the overall growth of the global television advertisement market. Looking forward, the publisher expects the global television advertising market to exhibit moderate growth during the next five years.
The report has segmented the market on the basis of service type. Currently, terrestrial TV networks dominate the market, accounting for the majority of the total global share. Terrestrial networks are followed by multi-channel and online television segments. Online television currently represents the fastest growing segment. The report has also segmented the market on the basis of industry, listing the key industries which are actively using television advertising.
The study has further analysed the market on the basis of key regions. North America currently represents the largest region for television advertising. Other key regions include Asia-Pacific, Western Europe, Latin America, Eastern Europe and Middle-East and Africa. The report has also analysed the competitive landscape of the market. Some of the key global players operating in this market are CBS, Comcast, News Corporation, Viacom and Cox Communications.
In spite of the competition from new media platforms, television is expected to remain as the largest advertisement segment. Moreover, the increasing penetration of television in emerging markets, such as Latin America, Eastern Europe, Africa, Middle-East, China and India is also expected to drive the television advertisement market in these regions, thereby facilitating the overall growth of the global television advertisement market. Looking forward, the publisher expects the global television advertising market to exhibit moderate growth during the next five years.
The report has segmented the market on the basis of service type. Currently, terrestrial TV networks dominate the market, accounting for the majority of the total global share. Terrestrial networks are followed by multi-channel and online television segments. Online television currently represents the fastest growing segment. The report has also segmented the market on the basis of industry, listing the key industries which are actively using television advertising.
The study has further analysed the market on the basis of key regions. North America currently represents the largest region for television advertising. Other key regions include Asia-Pacific, Western Europe, Latin America, Eastern Europe and Middle-East and Africa. The report has also analysed the competitive landscape of the market. Some of the key global players operating in this market are CBS, Comcast, News Corporation, Viacom and Cox Communications.
- This report provides a deep insight into the global television advertising (TV ad) industry covering all its essential aspects. This ranges from macro overview of the market to micro details of the industry performance, key market drivers and challenges, recent trends, Porter's five forces analysis, television advertising pricing models, margins in television advertising, etc. This report is a must-read for entrepreneurs, researchers, consultants, investors, business strategists, and all those who have any kind of stake or are planning to foray into the television advertising industry in any manner.
Table of Contents
1 Preface2 Scope and Methodology
2.1 Objectives of the Study
2.2 Stakeholders
2.3 Data Sources
2.3.1 Primary Sources
2.3.2 Secondary Sources
2.4 Market Estimation
2.4.1 Bottom-Up Approach
2.4.2 Top-Down Approach
2.5 Forecasting Methodology
3 Introduction
3.1 Overview
3.2 Executive Summary
3.3 Key Industry Trends
4 Global Advertising Market
4.1 Current and Historical Market Trends
4.2 Performance of Various Segments
4.3 Performance of Various Regions
4.4 Key Players and their Market Shares
4.5 Market Forecast
5 Global Television Advertising Market
5.1 Market Overview
5.2 Current and Historical Market Trends
5.3 Impact of COVID-19
5.4 Market Breakup by Service Type
5.4.1 Terrestrial
5.4.1.1 Current and Historical Market Trends
5.4.1.2 Market Forecast
5.4.2 Multichannel
5.4.2.1 Current and Historical Market Trends
5.4.2.2 Market Forecast
5.4.3 Online
5.4.3.1 Current and Historical Market Trends
5.4.3.2 Market Forecast
5.5 Performance of Various Regions
5.5.1 North America
5.5.1.1 Current and Historical Market Trends
5.5.1.2 Market Forecast
5.5.2 Asia Pacific
5.5.2.1 Current and Historical Market Trends
5.5.2.2 Market Forecast
5.5.3 Western Europe
5.5.3.1 Current and Historical Market Trends
5.5.3.2 Market Forecast
5.5.4 Latin America
5.5.4.1 Current and Historical Market Trends
5.5.4.2 Market Forecast
5.5.5 Eastern Europe
5.5.5.1 Current and Historical Market Trends
5.5.5.2 Market Forecast
5.5.6 Middle East and Africa
5.5.6.1 Current and Historical Market Trends
5.5.6.2 Market Forecast
5.6 Market Breakup by Industry
5.6.1 Automotives
5.6.1.1 Current and Historical Market Trends
5.6.1.2 Market Forecast
5.6.2 Hotels and Restaurant
5.6.2.1 Current and Historical Market Trends
5.6.2.2 Market Forecast
5.6.3 Insurance and Finance
5.6.3.1 Current and Historical Market Trends
5.6.3.2 Market Forecast
5.6.4 Communication Telecom
5.6.4.1 Current and Historical Market Trends
5.6.4.2 Market Forecast
5.6.5 Food and Beverages
5.6.5.1 Current and Historical Market Trends
5.6.5.2 Market Forecast
5.6.6 Others
5.6.6.1 Current and Historical Market Trends
5.6.6.2 Market Forecast
5.7 Market Forecast
5.8 Television Advertising Pricing Models
5.9 SWOT Analysis
5.9.1 Overview
5.9.2 Strengths
5.9.3 Weaknesses
5.9.4 Opportunities
5.9.5 Threats
5.10 Value Chain Analysis
5.10.1 Research
5.10.2 Content Development
5.10.3 Advertising Agencies
5.10.4 Television Channels
5.10.5 Audience
5.11 Porters Five Forces Analysis
5.11.1 Bargaining Power of Suppliers
5.11.2 Bargaining Power of Buyers
5.11.3 Threat of Substitutes
5.11.4 Competitive Rivalry
5.11.5 Threat of New Entrants
5.12 Key Challenges
6 Global Television Advertising Market: Competitive Landscape
6.1 Market Structure
6.2 Profiles of Leading PlayersList of Figures
Figure 1: Global: Advertising Market: Sales Value (in Billion US$), 2015-2020
Figure 2: Global: Advertising Market: Breakup by Segment (in %), 2020
Figure 3: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2015 and 2020
Figure 4: Global: Advertising Market: Regional Breakup (in %), 2020
Figure 5: Global: Advertising Market: Breakup by Key Players (in %), 2020
Figure 6: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 7: Global: Advertising Market Forecast: Breakup by Segment (in %), 2026
Figure 8: Global: Advertising Market Forecast: Regional Breakup (in %), 2026
Figure 9: Global: Television Advertising Market: Sales Value (in Billion US$), 2015-2020
Figure 10: Global: Television Advertising Market: Breakup by Segment (in %), 2020
Figure 11: Global: Terrestrial Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 12: Global: Terrestrial Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 13: Global: Multichannel Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 14: Global: Multichannel Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 15: Global: Online Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 16: Global: Online Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 17: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2020 and 2026
Figure 18: Global: Television Advertising Market: Regional Breakup (in %), 2020
Figure 19: North America: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 20: North America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 21: Asia Pacific: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 22: Asia Pacific: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 23: Western Europe: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 24: Western Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 25: Latin America: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 26: Latin America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 27: Eastern Europe: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 28: Eastern Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 29: Middle East and Africa: Television Advertising Market: Sales Value (in Billion US$), 2015 & 2020
Figure 30: Middle East and Africa: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 31: Global: Television Advertising Market: Breakup by Industries (in %), 2020
Figure 32: Global: Television Advertising (Automotives) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 33: Global: Television Advertising (Automotives) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 34: Global: Television Advertising (Hotels and Restaurant) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 35: Global: Television Advertising (Hotels and Restaurant) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 36: Global: Television Advertising (Insurance and Finance) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 37: Global: Television Advertising (Insurance and Finance) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 38: Global: Television Advertising (Communication Telecom) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 39: Global: Television Advertising (Communication Telecom) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 40: Global: Television Advertising (Food and Beverages) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 41: Global: Television Advertising (Food and Beverages) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 42: Global: Television Advertising (Others) Market: Sales Value (in Billion US$), 2015 & 2020
Figure 43: Global: Television Advertising (Others) Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 44: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2021-2026
Figure 45: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2021-2026
Figure 46: Television Advertising Market: SWOT Analysis
Figure 47: Television Advertising Market: Porter’s Five Forces Analysis
Figure 48: Television Advertising Market: Value Chain Analysis
List of Tables
Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2015-2020
Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2015-2020
Methodology
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