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.
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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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