The global television advertising market grew by 3.1 percent in 2011, a slowdown from the 11.8 percent increase registered in 2010, which was enhanced in many countries by advertising associated with the FIFA World Cup and the Vancouver Olympics. The market as a whole will increase at a 6.6 percent compound annual rate, rising to $254.7 billion in 2016.
Broadcast advertising will benefit from more channels becoming available to more people from new or expanded multichannel platforms; the shift from analog to digital distribution; and rising levels of viewing generated by growing high-definition (HD) penetration, as well as improvements in the size and picture quality of TV sets. Catch-up services and over-the-top launches are boosting online viewing of television, which is driving online TV advertising. Growing penetration of Web-connected TV sets in North America and EMEA is facilitating online viewing on TV sets, and tablets are becoming popular platforms for television, meaning that growing tablet penetration will expand mobile television usage and advertising.
TV advertising spending in Russia surged by 20.2 percent in 2011, and by 2016 it will overtake the UK, Germany, Italy, and France to become EMEA’s largest TV advertising market.
Forecasts for spending in the TV advertising segment across 48 countries cover (where available):
|North America||EMEA||Asia Pacific||Latin America|
|Central and Eastern Europe
Middle East/North Africa †
|†Comprises Algeria, Bahrain, Egypt, Jordan, Kuwait, Lebanon, Libya, Morocco, Oman, Qatar, Saudi Arabia, Syria, and the United Arab Emirates|