Television

Global TV advertising market reached $278 billion in 2020

Increasing TV penetration in emerging markets including India will facilitate global growth says r

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Mumbai: The global television advertising market reached a value of $278 billion in 2020, according to ResearchAndMarkets.com's latest report titled ‘Television Advertising Market: Global Size, Share, Revenue Statistics, Research Report & Forecast 2021-2026’. Looking forward, the publisher expects it to exhibit moderate growth during the next five years.

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. It also 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.

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 globally, according to the report.

It 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.

The report provides a deep insight into the global television advertising industry covering all its essential aspects ranging 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 and more.

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