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市場調查報告書
商品編碼
1754107

2025 年至 2033 年電視廣告市場報告，按服務類型（地面、多頻道、線上）、產業（汽車、飯店和餐廳、保險和金融、通訊電信、食品和飲料等）和地區分類

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個工作天內

價格

2024年，全球電視廣告市場規模達2,439億美元。展望未來， IMARC Group預計到2033年，市場規模將達到3,299億美元，2025-2033年期間的複合年成長率（CAGR）為3.24%。智慧電視銷售的成長、程式化廣告在各種平台上投放廣告的使用率的提高，以及價格實惠且可客製化的電視訂閱套餐的日益普及，是推動市場發展的一些關鍵因素。

電視廣告（TV ad）是指在廣播、有線和衛星電影片道上播放商業廣告，以推廣產品或服務。它也用於在現場活動中推廣即將推出的節目或產品。它包含音樂、令人印象深刻的視覺效果和特效，這些都是為行銷目的而製作的。它旨在透過娛樂來吸引目標受眾的注意。電視廣告還包括帶有號召性用語的資訊廣告，可以使用音頻指紋識別技術進行追蹤，以了解其影響並衡量其效果。它只需很短的時間來傳遞訊息並有效地讓受眾理解。它幫助品牌接觸盡可能多的個人，並有效地贏得潛在客戶的信任。它還能向目標客戶詳細介紹企業及其產品和服務。此外，隨著電視廣告提高品牌的客戶保留率，全球對電視廣告的需求也不斷成長。

電視廣告市場趨勢：

目前，企業為了提升知名度和促進整體銷售，對電視廣告的需求不斷成長，這是積極影響市場的主要因素之一。此外，整合眾多先進功能和有機發光二極體 (OLED) 顯示器的智慧電視購買量不斷成長，也推動了市場的成長。此外，程序化廣告在各種平台上發布大量廣告並擴大廣告覆蓋率的日益普及，也為市場帶來了良好的前景。此外，各種商業建築、商場、展廳和門市的電視安裝量也在增加，用於播放串流媒體影片，並透過音樂影片和電影為顧客提供娛樂。再加上家庭擴大使用電視與家人和朋友一起觀看電影、比賽直播和頒獎典禮，這些因素共同促進了市場的成長。此外，由於電視廣告價格實惠、功能有效，中小企業 (SME) 擴大採用電視廣告，這也支撐了市場的成長。此外，價格實惠且可客製化的電視訂閱套餐的日益普及，也促進了市場的成長。

本報告回答的關鍵問題

  • 全球電視廣告市場有多大？ 2025-2033年全球電視廣告市場的預期成長率是多少？
  • 推動全球電視廣告市場發展的關鍵因素有哪些？
  • COVID-19 對全球電視廣告市場有何影響？
  • 根據服務類型，全球電視廣告市場是如何分類的？
  • 全球電視廣告市場按行業分類是怎樣的？
  • 全球電視廣告市場的主要區域有哪些？
  • 全球電視廣告市場的主要參與者/公司有哪些？

目錄

第1章：前言

第2章：範圍與方法

  • 研究目標
  • 利害關係人
  • 資料來源
    • 主要來源
    • 次要來源
  • 市場評估
    • 自下而上的方法
    • 自上而下的方法
  • 預測方法

第3章：簡介

  • 概述
  • 執行摘要
  • 主要行業趨勢

第4章：全球廣告市場

  • 當前和歷史市場趨勢
  • 各分部業績
  • 各地區表現
  • 關鍵參與者及其市場佔有率
  • 市場預測

第5章：全球電視廣告市場

  • 市場概覽
  • 當前和歷史市場趨勢
  • COVID-19的影響
  • 市場區隔：依服務類型
  • 各地區表現
    • 北美洲
      • 當前和歷史市場趨勢
      • 市場預測
    • 亞太地區
      • 當前和歷史市場趨勢
      • 市場預測
    • 西歐
      • 當前和歷史市場趨勢
      • 市場預測
    • 拉丁美洲
      • 當前和歷史市場趨勢
      • 市場預測
    • 東歐
      • 當前和歷史市場趨勢
      • 市場預測
    • 中東和非洲
      • 當前和歷史市場趨勢
      • 市場預測
  • 市場區隔：依行業
    • 汽車
      • 當前和歷史市場趨勢
      • 市場預測
    • 飯店和餐廳
      • 當前和歷史市場趨勢
      • 市場預測
    • 保險和金融
      • 當前和歷史市場趨勢
      • 市場預測
    • 通訊電信
      • 當前和歷史市場趨勢
      • 市場預測
    • 食品和飲料
      • 當前和歷史市場趨勢
      • 市場預測
    • 其他
      • 當前和歷史市場趨勢
      • 市場預測
  • 市場預測
  • 電視廣告定價模型
  • SWOT分析
    • 概述
    • 優勢
    • 弱點
    • 機會
    • 威脅
  • 價值鏈分析
    • 研究
    • 內容開發
    • 廣告代理商
    • 電影片道
    • 觀眾
  • 波特五力分析
    • 供應商的議價能力
    • 買家的議價能力
    • 替代品的威脅
    • 競爭對手
    • 新進入者的威脅
  • 主要挑戰

第6章：全球電視廣告市場：競爭格局

  • 市場結構
  • 主要參與者簡介
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