電視廣告市場規模、佔有率、成長分析（按電視平台、按廣告平台、按目標人群、按最終用戶、按地區）－產業預測 2025-2032

預計 2023 年全球電視廣告市場規模將達到 2,202.6 億美元，並從 2024 年的 2,296.8 億美元成長到 2032 年的 3,172.9 億美元，預測期內（2025-2032 年）的複合年成長率為 4.10%。推動全球電視廣告市場成長的主要因素是品牌的廣泛影響力。隨著電氣化程度的提高和電視機價格的下降，即使在新興國家和低收入國家，電視廣告也已成為主要的廣告選擇。

聯網電視正在徹底改變傳統電視，並為廣告創造新的機會，因為到 2024 年，超過 210% 的美國家庭將存取線上內容。自動內容識別 (ACR)、大規模語言模型 (LLM)、人工智慧 (AI) 和機器學習 (ML) 等技術正在增強市場動態，並提供更準確的客戶洞察。然而，數位廣告的激增為全球傳統電視廣告帶來了巨大的競爭。此外，觀看習慣的改變也使觀眾遠離傳統電視。再加上不斷上升的製作成本和優質廣告所需的支出，電視廣告領域的市場成長面臨巨大的挑戰。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 二次資料和一次資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024年）
• PESTEL分析
• 總體經濟指標
• 價值鏈分析
• 定價分析
• 技術分析
• 監管格局
• 案例研究分析

電視廣告市場規模（依電視平台分類）及複合年成長率（2025-2032）

• 市場概覽
• 地面電波電視
• 多通道
• Over-The-Top電視（OTT）
• 連網電視 (CTV)

電視廣告市場規模（依廣告平台分類）及複合年成長率（2025-2032）

• 市場概覽
• 黃金時段廣告
• 插播廣告
• 贊助和聯合品牌

電視廣告市場規模：依目標族群及複合年成長率（2025-2032）

• 市場概覽
• 大眾市場
• 利基市場
• 本地市場

電視廣告市場規模（依最終用戶分類）及複合年成長率（2025-2032）

• 市場概覽
• 消費品
• 車
• 零售
• 醫藥和保健
• 科技與電子
• 其他

電視廣告市場規模（按地區）及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024年）
• 主要企業簡介
  • 公司詳情
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• 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）

結論和建議

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