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Television Advertising Market - Global Industry Analysis, Size, Share, Growth, Trends and Forecast 2016 - 2024

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Television has been recognized as one of the effective marketing medium which finds a huge acceptance among people across the globe. Different marketing channels are available for advertisers to promote their product or service. However, advertisers look for a marketing channel which can be used to promote to a large number of people with less cost and in more effective way. Thus, advertisers use television to market their product in order to create awareness about their features among consumers. Television advertising can be categorized as traditional commercial channel, multichannel advertising and online TV advertising. Most of the companies prefer traditional channel advertising over online and multi-channel advertising due to its wide adoption by people. The demand for television advertising comes primarily from private sector companies which sells consumer based products. Another source of advertising comes from corporate companies, government and non-governmental organizations. Furthermore, the cost of an advertisement is decided by advertisers and broadcasting channels based on duration of the advertisement. The price may vary depending upon the showcasing time and popularity of the broadcasting show among audience. Therefore, advertisers need to assess the popularity of broadcasting channel before showcasing their advertisements. In addition, advertisers have started to emphasize on precise audience targeting by using consumer-centric data before displaying their advertisement on respective broadcasting channels. 

The demand for multi-channel television advertising is likely to increase in coming years as more people are opting for multi-channel television services. The television advertising market is mainly driven by growing number of broadcasting channels in television. This will help to reduce cost of showcasing an advertisement as advertisers will have more option to advertise their product. Moreover, the demand for traditional television advertising is going to decrease as people will shift their interest towards digital media, smart phones and tablets. The demand for showcasing advertisement in sports and entertainment channels is expected to gain significant attention from various advertising agencies during the forecast period. However, the large cost required for advertisement production is a major concern in television advertisement market. In addition, the increasing popularity of online television channels worldwide is expected to provide opportunity for advertisers to showcase their ad through these channels. 

Global television advertisement market is segmented by services, by time slot, and by geography. By services, television advertisement market is segmented into terrestrial advertisement, multichannel advertisement, and online advertisement. Based on time slot, television advertisement market is classified into 20 seconds, 60 seconds, and more than 60 seconds. On the basis of geography, television advertisement market is segmented into North America, Europe, Asia Pacific, South America, and Middle East & Africa. Due to more use of consumer goods in developing economies such as India, China and Brazil, there is a growing spending on advertisements for these products. This is expected to drive the growth of television advertisement market in coming years. 

Some of the key players in television advertisement include British Broadcasting Corporation, CBS, Comcast Corporation, Viacom Inc., Cox Communication, Gray Television Inc., Sinclair Broadcast Group, Sun TV Network, The Walt Disney Company, Time Warner Cable, Discovery Communications Inc., TV Today Network and Vivendi SA.

The report offers a comprehensive evaluation of the market. It does so via in-depth insights, understanding market evolution by tracking historical developments, and analyzing the present scenario and future projections based on optimistic and likely scenarios. Each research report serves as a repository of analysis and information for every facet of the market, including but not limited to: Regional markets, technology developments, types, applications, and the competitive landscape. 

The study is a source of reliable data on:

  • Key market segments and sub-segments
  • Evolving market trends and dynamics
  • Changing supply and demand scenarios
  • Quantifying market opportunities through market sizing and market forecasting
  • Tracking current trends/opportunities/challenges
  • Competitive insights
  • Opportunity mapping in terms of technological breakthroughs 

The regional analysis covers:

  • North America (U.S. and Canada)
  • Latin America (Mexico, Brazil, Peru, Chile, and others)
  • Western Europe (Germany, U.K., France, Spain, Italy, Nordic countries, Belgium, Netherlands, Luxembourg)
  • Eastern Europe (Poland, Russia)
  • Asia Pacific (China, India, Japan, ASEAN, Australia and New Zealand)
  • Middle East and Africa (GCC, Southern Africa, North Africa) 

TMR estimates the market size of various sectors using a combination of available data on the number and revenue of companies within each sub-sector and tiers of companies. The basic components used to determine market size and forecast for a specific product area are not only limited to supply-side data, but are also related to demand, industry trends, and the economic outlook. All the above data points are utilized to generate a statistical model targeting the sector marketplace. More than 300 TMR analysts across the world integrate these elements into a framework to determine the subsector market size for a base year and then forecast growth within each market. 

TMR regularly interviews technology and business professionals as an ongoing effort to track the latest developments within each sector. These continuous surveys are stratified by company size and industry segment and weighted to reflect the global market place.  All data are collected on an ongoing effort through a structured questionnaire rolled over the web or conducted via telephones. This provides the TMR team opportunities to request for detailed question sets, complex skip patterns, and real-time calculations, which assists respondents in answering questions involving numbers and percentages. Respondents, who are interviewed as experts, are screened and qualified based on certain criteria in addition to their decision-making authority and the scope of activity within their organizations.

Note: Although care has been taken to maintain the highest levels of accuracy in TMR’s reports, recent market/vendor-specific changes may take time to reflect in the analysis.


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