Increased Demand for OTT Platforms Drives Growth of TV Advertising Industry


Global TV Advertising Market Report 2022 – Global Market Size, Trends and Forecast 2022-2026

The Business Research Company Global TV Advertising Market Report 2022 – Global Market Size, Trends and Forecast 2022-2026

LONDON, GREATER LONDON, UK, February 17, 2022 / — Increased usage of over-the-top (OTT) media services is expected to drive the growth of the global market TV advertising market. OTT delivers reach and retention as video advertising is 100% viewable and non-skippable. For example, on OTT platforms such as Netflix, Amazon Prime Video and Disney+, advertisements cannot be skipped and are 100% watched by the subscriber. These advertisements are known as subscription-based video-on-demand services. When such advertisements are seen by the public, it reinforces the brand message. Total OTT ad spend for 2020 was $990 million. Further growth is predicted in the coming years, culminating with projected OTT ad spend of $2.373 billion in 2025, suggesting that advertising on streaming services is growing at a rapid rate. Thus, the increased use of over-the-top media services is driving the TV advertising market.

In September 2020, Red Ventures, a US-based marketing and advertising company, acquired CNET Media Group from ViacomsCBS for $500 million. This agreement will help Red Ventures develop a personalized customer experience and grow in consumer technology and gaming by securing network websites that will include CNET, GameSpot and ZDNet. CNET Media Group is a United States-based online media company under ViacomCBS, which is a United States-based mass media company formed by the merger of CBS Corporation and Viacom.

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The global TV advertising market size is expected to grow from $91.72 billion in 2021 to $95.98 billion in 2022 at a compound annual growth rate (CAGR) of 4.6%. Growth in the TV advertising market is primarily driven by companies that have revamped their operations and recovered from the impact of COVID-19, which previously led to restrictive lockdown measures involving social distancing, remote working and the closure of business activities that resulted in operational losses. challenges. The global TV advertising market share is expected to reach $105.96 billion in 2026 with a CAGR of 2.5%.

Programmatic TV advertising is becoming more and more popular in the TV advertising market. Programmatic advertising is the process of buying digital advertisements by automatically operating algorithms and machines. It eliminates human intervention in the ad buying process, making it quick and less expensive. With the help of programmatic advertising, an organization can post as many ads as a business wants on as many platforms as they want. Also, it meets the requirement for extended reach of advertisements as usage patterns have changed among crowds. Programmatic advertising is associated with programmatic TVs that allow audiences to watch OTT platforms on TV. For example, when a person watches a movie or show on a programmatic TV, an advertisement appears in the video player itself. These advertisements are called in-stream advertisements which can be shown as many times as an organizer wants, thus leading to an increase in reach to the target audience.

The major players covered in the global television advertising market are CBS (Columbia Broadcasting System), Comcast Corporation, Viacom Inc., Gray Television Inc., Sinclair Broadcast Group, Sun TV Network, The Walt Disney Company, Time Warner Cable, TV Today Network and Vivendi SA.

TBRC’s global TV Advertising market research report is segmented by Service Type into Terrestrial, Multi-Channel, Online, by Broadcasting Platform in Cable TV, Satellite TV, by Broadcasting Services in advertising, subscription, by time slot in 20 seconds, 60 seconds, more than 60 seconds.

Global TV Advertising Market Report 2022 – By type of service (terrestrial, multichannel), by broadcasting platform (cable TV, satellite TV), by broadcasting services (advertising, subscription), by time slot (20 seconds, 60 seconds, more than 60 seconds) – Market Size, Trends, And Global Forecast 2022-2026 is part of a series of new reports from The Business Research Company that provides an overview of the television advertising market, forecasts the size and growth of the television advertising market. TV Advertising for Overall Market, TV Advertising Market Segments, Geographies, TV Advertising Market Trends, TV Advertising Market Drivers, Restraints, Revenues, Major Competitor Profiles and Market Shares .

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