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市场调查报告书
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1347361

电视广告市场：2023-2028 年全球行业趋势、份额、规模、增长、机会和预测

Television Advertising Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028
出版日期: | 出版商: IMARC | 英文 146 Pages | 商品交期: 2-3个工作天内

价格
简介目录

市场概况：

2022年全球电视广告市场规模达到2270亿美元。展望未来，IMARC集团预计到2028年市场规模将达到2857亿美元，2023-2028年復合年增长率（CAGR）为3.7%。智能电视销量的不断增长、越来越多地利用程序化广告在各种平台上发布广告以及价格实惠且可定制的电视订阅套餐的可用性不断增加，是推动市场发展的一些关键因素。

电视广告（电视广告）涉及在广播、有线和卫星电视频道上播放广告以宣传产品或服务。它还用于在现场活动期间宣传即将推出的节目或产品发布。它包括音乐、令人印象深刻的视觉效果和特效，这些都是为了营销目标而创建的。它旨在具有娱乐性，以吸引目标受众的注意力。电视广告还包括带有号召性用语的信息广告，可以使用音频指纹技术进行跟踪，以了解其影响并衡量其有效性。它需要很短的时间来有效地传达信息并传达要点。它可以帮助品牌接触到最大数量的个人并有效地获得潜在客户的信任。它还向目标客户详细介绍业务及其产品和服务。此外，随着品牌客户保留率的提高，全球对电视广告的需求不断增加。

电视广告市场趋势：

目前，企业对电视广告的需求不断增长，以提高知名度并促进整体销售，这是积极影响市场的主要因素之一。除此之外，集成了众多先进功能以及有机发光二极管（OLED）显示屏的智能电视的购买量不断增加正在推动市场的增长。此外，越来越多地利用程序化广告在各种平台上发布大量广告并扩大广告的覆盖范围，这提供了良好的市场前景。除此之外，各种商业建筑、商场、陈列室和商店中电视的安装量有所增加，用于播放视频并通过音乐视频和电影来娱乐顾客。再加上家庭越来越多地使用电视来观看电影、现场比赛以及与家人和朋友一起观看颁奖典礼，正在推动市场的增长。此外，由于其实惠的价格和有效的功能，中小型企业（SME）越来越多地采用电视广告，这正在支持市场的增长。此外，价格实惠且可定制的电视订阅套餐的不断增加正在推动市场增长。

本报告回答的关键问题

  • 全球电视广告市场有多大？
  • 2023-2028年全球电视广告市场的预期增长率是多少？
  • 推动全球电视广告市场的关键因素是什么？
  • COVID-19 对全球电视广告市场有何影响？
  • 全球电视广告市场按服务类型划分是怎样的？
  • 全球电视广告市场按行业划分是怎样的？
  • 全球电视广告市场的重点区域有哪些？
  • 全球电视广告市场的主要参与者/公司有哪些？

目录

第一章：前言

第 2 章：范围和方法

  • 研究目的
  • 利益相关者
  • 数据源
    • 主要资源
    • 二手资料
  • 市场预测
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第 3 章：简介

  • 概述
  • 执行摘要
  • 主要行业趋势

第 4 章：全球广告市场

  • 当前和历史的市场趋势
  • 各板块业绩
  • 各地区表现
  • 关键参与者及其市场份额
  • 市场预测

第 5 章：全球电视广告市场

  • 市场概况
  • 当前和历史的市场趋势
  • COVID-19 的影响
  • 按服务类型分類的市场细分
    • 陆地的
      • 当前和历史的市场趋势
      • 市场预测
    • 多通道
      • 当前和历史的市场趋势
      • 市场预测
    • 在线的
      • 当前和历史的市场趋势
      • 市场预测
  • 各地区表现
    • 北美
      • 当前和历史的市场趋势
      • 市场预测
    • 亚太地区
      • 当前和历史的市场趋势
      • 市场预测
    • 西欧
      • 当前和历史的市场趋势
      • 市场预测
    • 拉美
      • 当前和历史的市场趋势
      • 市场预测
    • 东欧洲
      • 当前和历史的市场趋势
      • 市场预测
    • 中东和非洲
      • 当前和历史的市场趋势
      • 市场预测
  • 按行业分類的市场细分
    • 汽车
      • 当前和历史的市场趋势
      • 市场预测
    • 酒店及餐厅
      • 当前和历史的市场趋势
      • 市场预测
    • 保险与金融
      • 当前和历史的市场趋势
      • 市场预测
    • 通讯 电信
      • 当前和历史的市场趋势
      • 市场预测
    • 食品和饮料
      • 当前和历史的市场趋势
      • 市场预测
    • 其他的
      • 当前和历史的市场趋势
      • 市场预测
  • 市场预测
  • 电视广告定价模型
  • SWOT分析
    • 概述
    • 优势
    • 弱点
    • 机会
    • 威胁
  • 价值链分析
    • 研究
    • 内容开发
    • 广告中介
    • 电视频道
    • 观众
  • 波特五力分析
    • 供应商的议价能力
    • 买家的议价能力
    • 替代品的威胁
    • 竞争竞争
    • 新进入者的威胁
  • 主要挑战

第 6 章：全球电视广告市场：竞争格局

  • 市场结构
  • 主要参与者简介

图一览

表列表

简介目录
Product Code: SR112023A742

Market Overview:

The global television advertising market size reached US$ 227.0 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 285.7 Billion by 2028, exhibiting a growth rate (CAGR) of 3.7% during 2023-2028. The growing sales of smart TVs, increasing utilization of programmatic advertising to publish ads on a wide variety of platforms and rising availability of affordable and customizable TV subscription packages represent some of the key factors driving the market.

Television advertising (TV ad) involves airing of commercials on broadcast, cable, and satellite television channels to promote a product or service. It is also used to promote upcoming programs or product launches during a live event. It comprises music, impressive visuals, and special effects, which are created with a marketing objective. It is designed to be entertaining for capturing the attention of the targeted audience. TV ad also includes infomercials with a call-to-action tone, which can be tracked using audio fingerprinting technology to understand its impact and measure its effectiveness. It requires a short period of time to deliver the message and get the point across effectively. It helps brands in reaching out to a maximum number of individuals and gaining the trust of their potential clients effectively. It also educates the targeted customers about the business and their products and services in details. Furthermore, as it improves the customer retention rate of brands, the demand for TV ad is increasing around the world.

Television Advertising Market Trends:

At present, the rising demand for TV ad among businesses to increase their popularity and boost overall sales represents one of the primary factors influencing the market positively. Besides this, the increasing purchases of smart TVs integrated with numerous advanced features along with organic light emitting diode (OLED) display is propelling the growth of the market. In addition, the growing utilization of programmatic advertising to publish numerous ads on a wide variety of platforms and expand the reach of the ads is offering a favorable market outlook. Apart from this, there is a rise in the installation of TVs in various commercial buildings, malls, showrooms, and outlets to stream videos and entertain customers with music videos, and movies. This, coupled with the increasing use of TVs in households to watch movies, live matches, and award shows with family and friends, is contributing to the growth of the market. Additionally, the rising adoption of TV ad by small and medium-sized enterprises (SMEs) due to its affordable pricing and effective functionalities is supporting the market growth. Moreover, the increasing availability of affordable and customizable TV subscription packages is bolstering the market growth.

Key Market Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the global television advertising market report, along with forecasts at the global and regional levels from 2023-2028. Our report has categorized the market based on service type and industry.

Service Type Insights:

Terrestrial

Multichannel

Online

The report has provided a detailed breakup and analysis of the television advertising market based on the service type. This includes terrestrial, multichannel, and online. According to the report, terrestrial represented the largest segment.

Industry Insights:

Automotives

Hotels and Restaurants

Insurance and Finance

Communication Telecom

Food and Beverages

Others

A detailed breakup and analysis of the television advertising market based on the industry has also been provided in the report. This includes automotives, hotels and restaurants, insurance and finance, communication telecom, food and beverages, and others. According to the report, automotive accounted for the largest market share.

Regional Insights:

North America

Asia Pacific

Western Europe

Latin America

Eastern Europe

Middle East and Africa

The report has also provided a comprehensive analysis of all the major regional markets, which include North America, Asia Pacific, Western Europe, Latin America, Eastern Europe, and the Middle East and Africa. According to the report, North America was the largest market for television advertising. Some of the factors driving the North America television advertising market included the growing number of small and medium-sized enterprises (SMEs), increasing technological advancements, rising availability of broadcasting channels, etc.

Competitive Landscape:

The report has also provided a comprehensive analysis of the competitive landscape in the global television advertising market. Competitive analysis such as market structure, market share by key players, player positioning, top winning strategies, competitive dashboard, and company evaluation quadrant has been covered in the report. Also, detailed profiles of all major companies have been provided. Some of the companies covered include CBS, Comcast, News Corporation, Viacom and Cox Communications. Kindly note that this only represents a partial list of companies, and the complete list has been provided in the report.

Key Questions Answered in This Report

  • 1. How big is the global television advertising market?
  • 2. What is the expected growth rate of the global television advertising market during 2023-2028?
  • 3. What are the key factors driving the global television advertising market?
  • 4. What has been the impact of COVID-19 on the global television advertising market?
  • 5. What is the breakup of the global television advertising market based on the service type?
  • 6. What is the breakup of the global television advertising market based on the industry?
  • 7. What are the key regions in the global television advertising market?
  • 8. Who are the key players/companies in the global television advertising market?

Table of Contents

1 Preface

2 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 Players

List of Figure

  • Figure 1: Global: Television Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2022
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2017 and 2022
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2022
  • Figure 6: Global: Advertising Market: Breakup by Key Players (in %), 2022
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2028
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2028
  • Figure 10: Global: Television Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2022
  • Figure 12: Global: Terrestrial Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 13: Global: Terrestrial Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 14: Global: Multichannel Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 15: Global: Multichannel Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 16: Global: Online Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 17: Global: Online Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 18: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2022 and 2028
  • Figure 19: Global: Television Advertising Market: Regional Breakup (in %), 2022
  • Figure 20: North America: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 21: North America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 22: Asia Pacific: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 23: Asia Pacific: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 24: Western Europe: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 25: Western Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 26: Latin America: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 27: Latin America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 28: Eastern Europe: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 29: Eastern Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 30: Middle East and Africa: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 31: Middle East and Africa: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 32: Global: Television Advertising Market: Breakup by Industries (in %), 2022
  • Figure 33: Global: Television Advertising (Automotives) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 34: Global: Television Advertising (Automotives) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 35: Global: Television Advertising (Hotels and Restaurant) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 36: Global: Television Advertising (Hotels and Restaurant) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 37: Global: Television Advertising (Insurance and Finance) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 38: Global: Television Advertising (Insurance and Finance) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 39: Global: Television Advertising (Communication Telecom) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 40: Global: Television Advertising (Communication Telecom) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 41: Global: Television Advertising (Food and Beverages) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 42: Global: Television Advertising (Food and Beverages) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 43: Global: Television Advertising (Others) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 44: Global: Television Advertising (Others) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 45: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 46: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2023-2028
  • Figure 47: Global: Television Advertising Industry: SWOT Analysis
  • Figure 48: Global: Television Advertising Industry: Porter's Five Forces Analysis
  • Figure 49: Global: Television Advertising Industry: Value Chain Analysis

List of Table

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2017-2022
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2023-2028