Television has been
recognized as one of the effective marketing medium which finds a
huge acceptance among people across the globe. Different marketing
channels are available for advertisers to promote their product or
service. However, advertisers look for a marketing channel which can
be used to promote to a large number of people with less cost and in
more effective way. Thus, advertisers use television to market their
product in order to create awareness about their features among
consumers. Television
Advertising can be categorized as traditional commercial
channel, multichannel advertising and online TV advertising. Most of
the companies prefer traditional channel advertising over online and
multi-channel advertising due to its wide adoption by people. The
demand for television advertising comes primarily from private sector
companies which sells consumer based products. Another source of
advertising comes from corporate companies, government and
non-governmental organizations. Furthermore, the cost of an
advertisement is decided by advertisers and broadcasting channels
based on duration of the advertisement. The price may vary depending
upon the showcasing time and popularity of the broadcasting show
among audience. Therefore, advertisers need to assess the popularity
of broadcasting channel before showcasing their advertisements. In
addition, advertisers have started to emphasize on precise audience
targeting by using consumer-centric data before displaying their
advertisement on respective broadcasting channels.
The demand for
multi-channel television advertising is likely to increase in coming
years as more people are opting for multi-channel television
services. The television advertising market is mainly driven by
growing number of broadcasting channels in television. This will help
to reduce cost of showcasing an advertisement as advertisers will
have more option to advertise their product. Moreover, the demand for
traditional television advertising is going to decrease as people
will shift their interest towards digital media, smart phones and
tablets. The demand for showcasing advertisement in sports and
entertainment channels is expected to gain significant attention from
various advertising agencies during the forecast period. However, the
large cost required for advertisement production is a major concern
in television advertisement market. In addition, the increasing
popularity of online television channels worldwide is expected to
provide opportunity for advertisers to showcase their ad through
these channels.
Global television
advertisement market is segmented by services, by time slot, and by
geography. By services, television advertisement market is segmented
into terrestrial advertisement, multichannel advertisement, and
online advertisement. Based on time slot, television advertisement
market is classified into 20 seconds, 60 seconds, and more than 60
seconds. On the basis of geography, television advertisement market
is segmented into North America, Europe, Asia Pacific, South America,
and Middle East & Africa. Due to more use of consumer goods in
developing economies such as India, China and Brazil, there is a
growing spending on advertisements for these products. This is
expected to drive the growth of television advertisement market in
coming years.
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Some of the Key
Players in television advertisement include British
Broadcasting Corporation, CBS, Comcast Corporation, Viacom Inc., Cox
Communication, Gray Television Inc., Sinclair Broadcast Group, Sun TV
Network, The Walt Disney Company, Time Warner Cable, Discovery
Communications Inc., TV Today Network and Vivendi SA.
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