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市场调查报告书
商品编码
1754107

2025 年至 2033 年电视广告市场报告，按服务类型（地面、多频道、线上）、产业（汽车、饭店和餐厅、保险和金融、通讯电信、食品和饮料等）和地区划分

Television Advertising Market Report by Service Type (Terrestrial, Multichannel, Online), Industry (Automotives, Hotels and Restaurants, Insurance and Finance, Communication Telecom, Food and Beverages, and Others), and Region 2025-2033
出版日期: | 出版商: IMARC | 英文 142 Pages | 商品交期: 2-3个工作天内

价格

2024年，全球电视广告市场规模达2,439亿美元。展望未来， IMARC Group预计到2033年，市场规模将达到3,299亿美元，2025-2033年期间的复合年增长率（CAGR）为3.24%。智慧电视销售的成长、程式化广告在各种平台上投放广告的使用率的提高，以及价格实惠且可客製化的电视订阅套餐的日益普及，是推动市场发展的一些关键因素。

电视广告（TV ad）是指在广播、有线和卫星电视频道上播放商业广告，以推广产品或服务。它也用于在现场活动中推广即将推出的节目或产品。它包含音乐、令人印象深刻的视觉效果和特效，这些都是为行销目的而製作的。它旨在透过娱乐来吸引目标受众的注意。电视广告还包括带有号召性用语的资讯广告，可以使用音频指纹识别技术进行跟踪，以了解其影响并衡量其效果。它只需很短的时间来传递讯息并有效地让受众理解。它帮助品牌接触尽可能多的个人，并有效地赢得潜在客户的信任。它还能向目标客户详细介绍企业及其产品和服务。此外，随着电视广告提高品牌的客户保留率，全球对电视广告的需求也不断增长。

电视广告市场趋势：

目前，企业为了提升知名度和促进整体销售，对电视广告的需求不断增长，这是积极影响市场的主要因素之一。此外，整合众多先进功能和有机发光二极管 (OLED) 显示器的智慧电视购买量不断增长，也推动了市场的成长。此外，程序化广告在各种平台上发布大量广告并扩大广告覆盖率的日益普及，也为市场带来了良好的前景。此外，各种商业建筑、商场、展厅和门市的电视安装量也在增加，用于播放串流媒体视频，并透过音乐视频和电影为顾客提供娱乐。再加上家庭越来越多地使用电视与家人和朋友一起观看电影、比赛直播和颁奖典礼，这些因素共同促进了市场的成长。此外，由于电视广告价格实惠、功能有效，中小企业 (SME) 越来越多地采用电视广告，这也支撑了市场的成长。此外，价格实惠且可客製化的电视订阅套餐的日益普及，也促进了市场的成长。

本报告回答的关键问题

  • 全球电视广告市场有多大？ 2025-2033年全球电视广告市场的预期成长率是多少？
  • 推动全球电视广告市场发展的关键因素有哪些？
  • COVID-19 对全球电视广告市场有何影响？
  • 根据服务类型，全球电视广告市场是如何分類的？
  • 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主要区域有哪些？
  • 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

第二章：范围与方法

  • 研究目标
  • 利害关係人
  • 资料来源
    • 主要来源
    • 次要来源
  • 市场评估
    • 自下而上的方法
    • 自上而下的方法
  • 预测方法

第三章：简介

  • 概述
  • 执行摘要
  • 主要行业趋势

第四章：全球广告市场

  • 当前和历史市场趋势
  • 各分部业绩
  • 各地区表现
  • 关键参与者及其市场份额
  • 市场预测

第五章：全球电视广告市场

  • 市场概览
  • 当前和历史市场趋势
  • COVID-19的影响
  • 市场区隔：依服务类型
  • 各地区表现
    • 北美洲
      • 当前和历史市场趋势
      • 市场预测
    • 亚太地区
      • 当前和历史市场趋势
      • 市场预测
    • 西欧
      • 当前和历史市场趋势
      • 市场预测
    • 拉丁美洲
      • 当前和历史市场趋势
      • 市场预测
    • 东欧
      • 当前和历史市场趋势
      • 市场预测
    • 中东和非洲
      • 当前和历史市场趋势
      • 市场预测
  • 市场区隔：依行业
    • 汽车
      • 当前和历史市场趋势
      • 市场预测
    • 饭店和餐厅
      • 当前和历史市场趋势
      • 市场预测
    • 保险和金融
      • 当前和历史市场趋势
      • 市场预测
    • 通讯电信
      • 当前和历史市场趋势
      • 市场预测
    • 食品和饮料
      • 当前和历史市场趋势
      • 市场预测
    • 其他的
      • 当前和历史市场趋势
      • 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
    • 广告代理商
    • 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
    • 竞争对手
    • 新进入者的威胁
  • 主要挑战

第六章：全球电视广告市场：竞争格局

  • 市场结构
  • 主要参与者简介
Product Code: SR112025A742

The global television advertising market size reached USD 243.9 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 329.9 Billion by 2033, exhibiting a growth rate (CAGR) of 3.24% during 2025-2033. 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:

Service Type Insights:

  • Terrestrial
  • Multichannel
  • Online

Industry Insights:

  • Automotives
  • Hotels and Restaurants
  • Insurance and Finance
  • Communication Telecom
  • Food and Beverages
  • Others

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 2025-2033?
  • 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 Restaurants
      • 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 Figures

  • Figure 1: Global: Television Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion USD), 2019-2024
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2024
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion USD), 2019 and 2024
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2024
  • Figure 6: Global: Advertising Market: Breakup by Key Players (in %), 2024
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2033
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2033
  • Figure 10: Global: Television Advertising Market: Sales Value (in Billion USD), 2019-2024
  • Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2024
  • Figure 12: Global: Terrestrial Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 13: Global: Terrestrial Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 14: Global: Multichannel Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 15: Global: Multichannel Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 16: Global: Online Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 17: Global: Online Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 18: Global: Television Advertising Market: Regional Breakup by Value (in Billion USD), 2024 and 2033
  • Figure 19: Global: Television Advertising Market: Regional Breakup (in %), 2024
  • Figure 20: North America: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 21: North America: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 22: Asia Pacific: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 23: Asia Pacific: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 24: Western Europe: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 25: Western Europe: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 26: Latin America: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 27: Latin America: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 28: Eastern Europe: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 29: Eastern Europe: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 30: Middle East and Africa: Television Advertising Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 31: Middle East and Africa: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 32: Global: Television Advertising Market: Breakup by Industries (in %), 2024
  • Figure 33: Global: Television Advertising (Automotives) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 34: Global: Television Advertising (Automotives) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 35: Global: Television Advertising (Hotels and Restaurants) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 36: Global: Television Advertising (Hotels and Restaurants) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 37: Global: Television Advertising (Insurance and Finance) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 38: Global: Television Advertising (Insurance and Finance) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 39: Global: Television Advertising (Communication Telecom) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 40: Global: Television Advertising (Communication Telecom) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 41: Global: Television Advertising (Food and Beverages) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 42: Global: Television Advertising (Food and Beverages) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 43: Global: Television Advertising (Others) Market: Sales Value (in Billion USD), 2019 & 2024
  • Figure 44: Global: Television Advertising (Others) Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 45: Global: Television Advertising Market Forecast: Sales Value (in Billion USD), 2025-2033
  • Figure 46: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion USD), 2025-2033
  • 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 Tables

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion USD), 2019-2024
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion USD), 2025-2033