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市場調查報告書
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1347361

電視廣告市場：2023-2028 年全球行業趨勢、佔有率、規模、成長、機遇和預測

Television Advertising Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028
出版日期: | 出版商: IMARC | 英文 146 Pages | 商品交期: 2-3個工作天內

價格
簡介目錄

市場概況：

2022年全球電視廣告市場規模達到2270億美元。展望未來，IMARC Group預計到2028年市場規模將達到2857億美元，2023-2028年復合年成長率（CAGR）為3.7%。智慧電視銷量的不斷成長、擴大利用程序化廣告在各種平台上發布廣告以及價格實惠且可客製化的電視訂閱套餐的可用性不斷增加，是推動市場發展的一些關鍵因素。

電視廣告（電視廣告）涉及在廣播、有線和衛星電影片道上播放廣告以宣傳產品或服務。它還用於在現場活動期間宣傳即將推出的節目或產品發布。它包括音樂、令人印象深刻的視覺效果和特效，這些都是為了行銷目標而創建的。它旨在具有娛樂性，以吸引目標受眾的注意力。電視廣告還包括帶有號召性用語的資訊廣告，可以使用音頻指紋技術進行追蹤，以了解其影響並衡量其有效性。它需要很短的時間來有效地傳達資訊並傳達要點。它可以幫助品牌接觸到最大數量的個人並有效地獲得潛在客戶的信任。它還向目標客戶詳細介紹業務及其產品和服務。此外，隨著品牌客戶保留率的提高，全球對電視廣告的需求不斷增加。

電視廣告市場趨勢：

目前，企業對電視廣告的需求不斷成長，以提高知名度並促進整體銷售，這是積極影響市場的主要因素之一。除此之外，整合了眾多先進功能以及有機發光二極體（OLED）顯示螢幕的智慧電視的購買量不斷增加正在推動市場的成長。此外，擴大利用程序化廣告在各種平台上發布大量廣告並擴大廣告的覆蓋範圍，這提供了良好的市場前景。除此之外，各種商業建築、商場、陳列室和商店中電視的安裝量有所增加，用於播放影片並通過音樂影片和電影來娛樂顧客。再加上家庭擴大使用電視來觀看電影、現場比賽以及與家人和朋友一起觀看頒獎典禮，正在推動市場的成長。此外，由於其實惠的價格和有效的功能，中小型企業（SME）擴大採用電視廣告，這正在支持市場的成長。此外，價格實惠且可客製化的電視訂閱套餐的不斷增加正在推動市場成長。

本報告回答的關鍵問題

  • 全球電視廣告市場有多大？
  • 2023-2028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的關鍵因素是什麼？
  • COVID-19 對全球電視廣告市場有何影響？
  • 全球電視廣告市場按服務類型分類是怎樣的？
  • 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重點區域有哪些？
  • 全球電視廣告市場的主要參與者/公司有哪些？

目錄

第一章：前言

第 2 章：範圍和方法

  • 研究目的
  • 利益相關者
  • 數據源
    • 主要資源
    • 二手資料
  • 市場預測
    • 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

  • 當前和歷史的市場趨勢
  • 各板塊業績
  • 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

  • 市場概況
  • 當前和歷史的市場趨勢
  • COVID-19 的影響
  • 按服務類型分類的市場細分
    • 陸地的
      • 當前和歷史的市場趨勢
      • 市場預測
    • 多通道
      • 當前和歷史的市場趨勢
      • 市場預測
    • 線上的
      • 當前和歷史的市場趨勢
      • 市場預測
  • 各地區表現
    • 北美
      • 當前和歷史的市場趨勢
      • 市場預測
    • 亞太地區
      • 當前和歷史的市場趨勢
      • 市場預測
    • 西歐
      • 當前和歷史的市場趨勢
      • 市場預測
    • 拉丁美洲
      • 當前和歷史的市場趨勢
      • 市場預測
    • 東歐洲
      • 當前和歷史的市場趨勢
      • 市場預測
    • 中東和非洲
      • 當前和歷史的市場趨勢
      • 市場預測
  • 按行業分類的市場細分
    • 汽車
      • 當前和歷史的市場趨勢
      • 市場預測
    • 酒店及餐廳
      • 當前和歷史的市場趨勢
      • 市場預測
    • 保險與金融
      • 當前和歷史的市場趨勢
      • 市場預測
    • 通訊 電信
      • 當前和歷史的市場趨勢
      • 市場預測
    • 食品和飲料
      • 當前和歷史的市場趨勢
      • 市場預測
    • 其他
      • 當前和歷史的市場趨勢
      • 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
    • 廣告中介
    • 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
    • 競爭競爭
    • 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

圖一覽

表列表

簡介目錄
Product Code: SR112023A742

Market Overview:

The global television advertising market size reached US$ 227.0 Billion in 2022. Looking forward, IMARC Group expects the market to reach US$ 285.7 Billion by 2028, exhibiting a growth rate (CAGR) of 3.7% during 2023-2028. 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:

IMARC Group provides an analysis of the key trends in each segment of the global television advertising market report, along with forecasts at the global and regional levels from 2023-2028. Our report has categorized the market based on service type and industry.

Service Type Insights:

Terrestrial

Multichannel

Online

The report has provided a detailed breakup and analysis of the television advertising market based on the service type. This includes terrestrial, multichannel, and online. According to the report, terrestrial represented the largest segment.

Industry Insights:

Automotives

Hotels and Restaurants

Insurance and Finance

Communication Telecom

Food and Beverages

Others

A detailed breakup and analysis of the television advertising market based on the industry has also been provided in the report. This includes automotives, hotels and restaurants, insurance and finance, communication telecom, food and beverages, and others. According to the report, automotive accounted for the largest market share.

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 2023-2028?
  • 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 Restaurant
      • 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 Figure

  • Figure 1: Global: Television Advertising Market: Major Drivers and Challenges
  • Figure 2: Global: Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 3: Global: Advertising Market: Breakup by Segment (in %), 2022
  • Figure 4: Global: Advertising Market: Regional Breakup by Value (in Billion US$), 2017 and 2022
  • Figure 5: Global: Advertising Market: Regional Breakup (in %), 2022
  • Figure 6: Global: Advertising Market: Breakup by Key Players (in %), 2022
  • Figure 7: Global: Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 8: Global: Advertising Market Forecast: Breakup by Segment (in %), 2028
  • Figure 9: Global: Advertising Market Forecast: Regional Breakup (in %), 2028
  • Figure 10: Global: Television Advertising Market: Sales Value (in Billion US$), 2017-2022
  • Figure 11: Global: Television Advertising Market: Breakup by Segment (in %), 2022
  • Figure 12: Global: Terrestrial Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 13: Global: Terrestrial Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 14: Global: Multichannel Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 15: Global: Multichannel Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 16: Global: Online Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 17: Global: Online Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 18: Global: Television Advertising Market: Regional Breakup by Value (in Billion US$), 2022 and 2028
  • Figure 19: Global: Television Advertising Market: Regional Breakup (in %), 2022
  • Figure 20: North America: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 21: North America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 22: Asia Pacific: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 23: Asia Pacific: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 24: Western Europe: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 25: Western Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 26: Latin America: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 27: Latin America: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 28: Eastern Europe: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 29: Eastern Europe: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 30: Middle East and Africa: Television Advertising Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 31: Middle East and Africa: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 32: Global: Television Advertising Market: Breakup by Industries (in %), 2022
  • Figure 33: Global: Television Advertising (Automotives) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 34: Global: Television Advertising (Automotives) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 35: Global: Television Advertising (Hotels and Restaurant) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 36: Global: Television Advertising (Hotels and Restaurant) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 37: Global: Television Advertising (Insurance and Finance) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 38: Global: Television Advertising (Insurance and Finance) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 39: Global: Television Advertising (Communication Telecom) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 40: Global: Television Advertising (Communication Telecom) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 41: Global: Television Advertising (Food and Beverages) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 42: Global: Television Advertising (Food and Beverages) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 43: Global: Television Advertising (Others) Market: Sales Value (in Billion US$), 2017 & 2022
  • Figure 44: Global: Television Advertising (Others) Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 45: Global: Television Advertising Market Forecast: Sales Value (in Billion US$), 2023-2028
  • Figure 46: Global: Television Advertising Market Forecast: Sales Value by Segment (in Billion US$), 2023-2028
  • 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 Table

  • Table 1: Global: Advertising Market: Performance of Various Segments, (in Billion US$), 2017-2022
  • Table 2: Global: Advertising Market Forecast: Performance of Various Segments, (in Billion US$), 2023-2028