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.
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.