电视广告市场规模、份额、成长分析（按电视平台、按广告平台、按目标人群、按最终用户、按地区）－产业预测 2025-2032

预计 2023 年全球电视广告市场规模将达到 2,202.6 亿美元，并从 2024 年的 2,296.8 亿美元成长到 2032 年的 3,172.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 4.10%。推动全球电视广告市场成长的主要因素是品牌的广泛影响力。随着电气化程度的提高和电视机价格的下降，即使在新兴国家和低收入国家，电视广告也已成为主要的广告选择。

联网电视正在彻底改变传统电视，并为广告创造新的机会，因为到 2024 年，超过 210% 的美国家庭将存取线上内容。自动内容识别 (ACR)、大规模语言模型 (LLM)、人工智慧 (AI) 和机器学习 (ML) 等技术正在增强市场动态，并提供更准确的客户洞察。然而，数位广告的激增为全球传统电视广告带来了巨大的竞争。此外，观看习惯的改变也使观众远离传统电视。再加上不断上升的製作成本和优质广告所需的支出，电视广告领域的市场成长面临巨大的挑战。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 二次资料和一次资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态与展望

• 市场概览
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

关键市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024年）
• PESTEL分析
• 总体经济指标
• 价值链分析
• 定价分析
• 技术分析
• 监管格局
• 案例研究分析

电视广告市场规模（依电视平台划分）及复合年增长率（2025-2032）

• 市场概览
• 地面电波电视
• 多通道
• Over-The-Top电视（OTT）
• 连网电视 (CTV)

电视广告市场规模（依广告平台划分）及复合年增长率（2025-2032）

• 市场概览
• 黄金时段广告
• 插播广告
• 赞助和联合品牌

电视广告市场规模：依目标族群及复合年增长率（2025-2032）

• 市场概览
• 大众市场
• 利基市场
• 本地市场

电视广告市场规模（依最终用户划分）及复合年增长率（2025-2032）

• 市场概览
• 消费品
• 车
• 零售
• 医药和保健
• 科技与电子
• 其他的

电视广告市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2024年）
• 主要企业简介
  • 公司详情
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• WPP PLC（United Kingdom）
• Omnicom Group Inc.（United States）
• Publicis Groupe SA（France）
• The Interpublic Group of Companies, Inc.（United States）
• Dentsu Inc.（Japan）
• Havas Group（France）
• National Amusements, Inc.（Paramount）（United States）
• Cox Enterprises（United States）
• Comcast Corporation（United States）
• TelevisaUnivision（United States）

结论和建议

Global TV Advertising market size was valued at USD 220.26 Billion in 2023 and is poised to grow from USD 229.68 Billion in 2024 to USD 317.29 Billion by 2032, growing at a CAGR of 4.10% in the forecast period (2025-2032). The primary driver boosting the global TV advertising market growth is the broad reach to audience that it provides the brands. Increase in electrification and affordability of TV-sets are helping TV ads to become top choices of advertising even in emerging and low-income economies.

Connected TV is revolutionizing traditional television, offering new opportunities for advertising as over 210% of U.S. households accessed content online in 2024. Technologies such as Automatic Content Recognition (ACR), large language models (LLMs), artificial intelligence (AI), and machine learning (ML) are enhancing market dynamics and enabling more precise customer insights, which in turn facilitates the development of targeted TV ads. Nevertheless, the surge of digital advertising poses significant competition to conventional TV advertising globally. Additionally, changing viewership habits are shifting audiences away from traditional TV. Coupled with the high costs of production and the expenditure required for premium ad placements, these factors create substantial challenges for market growth within the TV advertising space.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global TV Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global TV Advertising Market Segments Analysis

The global TV advertising market is segmented into TV platform, advertising platform, target audience, end user, and region. By TV platform, the market is classified into terrestrial television, multichannel, Over-the-Top (OTT) Television and Connected TV (CTV). Depending on advertising type, it is divided into prime-time advertising, spot advertising and sponsorships and co-branding. By target audience, the market is classified into mass market, niche market and local market. According to end user, the market is categorized into consumer goods, automotive, retail, pharmaceuticals and healthcare, technology and electronic and others. Regionally, the market is analyzed across North America, Europe, Asia-Pacific, Middle East & Africa, and Latin America.

Driver of the Global TV Advertising Market

The Global TV Advertising market is significantly driven by television's unparalleled ability to connect with a vast and varied audience. As a medium, TV allows advertisers to engage millions of viewers across different demographics and socio-economic backgrounds, including those who may not be as engaged with digital platforms. With large audiences tuning in during prime-time shows and major live events such as sports and elections, television offers extensive reach that ensures high visibility and effective mass market penetration. This capability positions TV as the preferred choice for brand-building initiatives and national campaigns that demand maximum exposure and widespread impact.

Restraints in the Global TV Advertising Market

The Global TV Advertising market is facing significant challenges as digital platforms such as Google, Facebook, YouTube, and various streaming services have emerged as popular alternatives to traditional television viewership. These digital channels not only offer advertisers lower costs but also provide measurable returns on investment and advanced audience targeting capabilities. As a result, many advertisers, particularly small to medium-sized enterprises (SMEs) and direct-to-consumer brands, are increasingly opting for these digital mediums to access specific demographics effectively. The high expenses and rigidity associated with traditional TV advertising contribute to its diminishing market influence, prompting a shift of advertising budgets towards digital media.

Market Trends of the Global TV Advertising Market

The Global TV Advertising market is witnessing a pronounced trend where brands are increasingly directing their investments towards securing advertisement slots during high-profile live events, including sports, award shows, and political elections. These occasions not only offer unparalleled access to millions of engaged viewers but also promise significant brand visibility and impact. As marketers recognize the power of real-time engagement, advertisers are actively booking premium slots and sponsorship opportunities, particularly in sectors such as FMCG, automotive, telecom, and political campaigns. This strategic shift underscores the enduring importance of live television as a dynamic platform for effective advertising, driving growth and innovation in the industry.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Technology Analysis
• Regulatory Landscape
• Case Study Analysis

Global TV Advertising Market Size by TV Platform & CAGR (2025-2032)

• Market Overview
• Terrestrial Television
• Multichannel
• Over-the-Top (OTT) Television
• Connected TV (CTV)

Global TV Advertising Market Size by Advertising Platform & CAGR (2025-2032)

• Market Overview
• Prime-time Advertising
• Spot Advertising
• Sponsorships and Co-Branding

Global TV Advertising Market Size by Target Audience & CAGR (2025-2032)

• Market Overview
• Mass Market
• Niche Market
• Local Market

Global TV Advertising Market Size by End User & CAGR (2025-2032)

• Market Overview
• Consumer Goods
• Automotive
• Retail
• Pharmaceuticals and Healthcare
• Technology and Electronics
• Others

Global TV Advertising Market Size & CAGR (2025-2032)

• North America (TV Platform, Advertising Platform, Target Audience, End User)
  • US
  • Canada
• Europe (TV Platform, Advertising Platform, Target Audience, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (TV Platform, Advertising Platform, Target Audience, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (TV Platform, Advertising Platform, Target Audience, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (TV Platform, Advertising Platform, Target Audience, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• WPP PLC (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Omnicom Group Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Publicis Groupe S.A. (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Interpublic Group of Companies, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dentsu Inc. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Havas Group (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• National Amusements, Inc. (Paramount) (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Cox Enterprises (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Comcast Corporation (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TelevisaUnivision (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations