Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - India

India

Ad spending in the Traditional TV Advertising market in India is forecasted to reach US$5.03bn in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of 3.21%, leading to a projected market volume of US$5.89bn by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in India is projected to be US$4.22 in 2024.
It is expected that the number of users in the Traditional TV Advertising market in India will reach 1,246.0m users by 2029.
Traditional TV Advertising in India is experiencing a resurgence as brands leverage its wide reach and influence on consumer behavior.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in India is experiencing significant growth and development.

Customer preferences: Indian consumers still have a strong preference for traditional TV advertising. Despite the rise of digital platforms and online streaming services, television remains the primary source of entertainment for a majority of the population. This preference is driven by factors such as the wide availability of television sets, the affordability of cable and satellite subscriptions, and the cultural significance of television in Indian households.

Trends in the market: One of the key trends in the Traditional TV Advertising market in India is the increasing investment by advertisers. With a large and diverse population, advertisers recognize the potential of reaching a wide audience through television. This has led to a surge in advertising spending, with companies allocating a significant portion of their marketing budgets to television commercials. Advertisers are also leveraging the popularity of certain TV shows and events to reach their target audience effectively. Another trend in the market is the shift towards targeted advertising. Advertisers are now focusing on segmenting their audience and tailoring their advertisements accordingly. This is made possible by the availability of data and analytics, which allow advertisers to understand consumer preferences and behavior. By targeting specific demographics and interests, advertisers can maximize the impact of their TV commercials and achieve higher conversion rates.

Local special circumstances: India is a diverse country with multiple languages and regional preferences. This diversity poses a unique challenge for advertisers, as they need to create advertisements that resonate with different cultural backgrounds and linguistic groups. Advertisers often create multiple versions of their commercials, with different language voiceovers or subtitles, to cater to the diverse Indian audience. This localization strategy helps advertisers connect with consumers on a deeper level and build brand loyalty.

Underlying macroeconomic factors: India's growing economy and rising disposable incomes are contributing to the development of the Traditional TV Advertising market. As more people enter the middle class and experience an increase in purchasing power, advertisers see an opportunity to promote their products and services through television. Additionally, the expansion of television networks and the digitization of cable and satellite services have made it easier for advertisers to reach a larger audience across the country. In conclusion, the Traditional TV Advertising market in India is thriving due to customer preferences for television as a primary source of entertainment, increasing investment by advertisers, the shift towards targeted advertising, the need for localization, and the underlying macroeconomic factors of a growing economy and rising disposable incomes. Advertisers in India are leveraging these trends and circumstances to effectively reach their target audience and drive business growth.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.