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テレビ広告市場：世界の産業動向、シェア、規模、成長、機会、2023～2028年予測

Television Advertising Market: Global Industry Trends, Share, Size, Growth, Opportunity and Forecast 2023-2028
出版日: | 発行: IMARC | ページ情報: 英文 146 Pages | 納期: 2～3営業日

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価格
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本日の銀行送金レート: 1USD=156.76円
テレビ広告市場：世界の産業動向、シェア、規模、成長、機会、2023～2028年予測
出版日: 2023年09月04日
発行: IMARC
ページ情報: 英文 146 Pages
納期: 2～3営業日
  • 全表示
  • 概要
  • 目次
概要

市場概要：

世界のテレビ広告市場規模は2022年に2,270億米ドルに達しました。今後、IMARC Groupは、2023年から2028年にかけて3.7%の成長率（CAGR）を示し、2028年には2,857億米ドルに達すると予測しています。スマートTVの販売拡大、多種多様なプラットフォームに広告を掲載するためのプログラマティック広告の利用拡大、手頃な価格でカスタマイズ可能なTVサブスクリプションパッケージの利用可能性の上昇が、市場を牽引する主な要因のいくつかです。

テレビ広告は、製品やサービスを宣伝するために、放送局、ケーブルテレビ、衛星テレビのチャンネルでコマーシャルを放映します。また、ライブ・イベント中に、今後の番組や製品の発売を宣伝するためにも使われます。音楽、印象的な映像、特殊効果で構成され、マーケティングを目的として制作されます。それは、ターゲットとする視聴者の注目を集めるために楽しまれるように設計されています。テレビ広告はまた、その影響を理解し、その効果を測定するために音声フィンガープリンティング技術を用いて追跡することができ、コール-トゥ-アクショントーンとインフォマーシャルが含まれています。それは、メッセージを配信し、効果的にポイントを伝えるために短い時間を必要とします。それは、ブランドが最大数の個人に接触し、潜在的な顧客の信頼を効果的に得るのに役立ちます。また、ターゲットとする顧客に、ビジネスや製品・サービスについて詳しく説明することができます。さらに、ブランドの顧客維持率を向上させるため、テレビ広告の需要は世界中で増加しています。

テレビ広告の市場動向：

現在、彼らの人気を高め、全体的な売上高を高めるために、企業の間でテレビ広告の需要の高まりは、市場にプラスの影響を与える主な要因の一つを表しています。これに加えて、有機発光ダイオード（OLED）ディスプレイとともに数多くの高度な機能を統合したスマートテレビの購入が増加していることが、市場の成長を後押ししています。さらに、多種多様なプラットフォームに多数の広告を掲載し、広告のリーチを拡大するためのプログラマティック広告の利用が拡大していることも、良好な市場見通しをもたらしています。これとは別に、さまざまな商業ビル、ショッピングモール、ショールーム、アウトレットで、ビデオをストリーミングし、ミュージックビデオや映画で顧客を楽しませるために、テレビの設置が増加しています。これは、家族や友人と映画や試合中継、授賞式などを見るために家庭でテレビが使われるようになっていることと相まって、市場の成長に寄与しています。さらに、手頃な価格設定と効果的な機能性により、中小企業によるテレビ広告の採用が増加していることも、市場の成長を支えています。さらに、手頃な価格でカスタマイズ可能なTVサブスクリプションパッケージの利用可能性が高まっていることも、市場の成長を後押ししています。

本レポートで扱う主な質問

  • 世界のテレビ広告市場の規模は？
  • 2023-2028年の世界のテレビ広告市場の予想成長率は？
  • 世界のテレビ広告市場を牽引する主要因は何か？
  • COVID-19が世界のテレビ広告市場に与えた影響は？
  • 世界のテレビ広告市場のサービスタイプ別区分は？
  • テレビ広告の世界市場の産業別区分は？
  • テレビ広告の世界市場における主要地域は？
  • テレビ広告の世界市場における主要プレイヤー/企業は？

目次

第1章 序文

第2章 調査範囲と調査手法

  • 調査目的
  • 利害関係者
  • データソース
    • 一次情報
    • 二次情報
  • 市場推定
    • ボトムアップアプローチ
    • トップダウンアプローチ
  • 調査手法

第3章 イントロダクション

  • 概要
  • エグゼクティブサマリー
  • 主要業界動向

第4章 世界の広告市場

  • 現在と過去の市場動向
  • 各種セグメントの業績
  • 各地域の実績
  • 主要企業とその市場シェア
  • 市場予測

第5章 世界のテレビ広告市場

  • 市場概要
  • 現在と過去の市場動向
  • COVID-19の影響
  • 市場内訳：サービスタイプ別
    • 地上波
      • 現在の市場動向と過去の市場動向
      • 市場予測
    • 多チャンネル
      • 現在と過去の市場動向
      • 市場予測
    • オンライン
      • 現在と過去の市場動向
      • 市場予測
  • 各地域の実績
    • 北米
      • 現在と過去の市場動向
      • 市場予測
    • アジア太平洋
      • 現在の市場動向と過去の市場動向
      • 市場予測
    • 西欧
      • 現在と過去の市場動向
      • 市場予測
    • ラテンアメリカ
      • 現在と過去の市場動向
      • 市場予測
    • 東欧
      • 現在と過去の市場動向
      • 市場予測
    • 中東とアフリカ
      • 現在と過去の市場動向
      • 市場予測
  • 市場内訳：産業別
    • 自動車
      • 現在と過去の市場動向
      • 市場予測
    • ホテル・レストラン
      • 現在と過去の市場動向
      • 市場予測
    • 保険と金融
      • 現在と過去の市場動向
      • 市場予測
    • 通信
      • 現在と過去の市場動向
      • 市場予測
    • 飲食品
      • 現在と過去の市場動向
      • 市場予測
    • その他
      • 現在と過去の市場動向
      • 市場予測
  • 市場予測
  • テレビ広告の価格モデル
  • SWOT分析
    • 概要
    • 強み
    • 弱み
    • 機会
    • 脅威
  • バリューチェーン分析
    • 調査
    • コンテンツ開発
    • 広告代理店
    • テレビチャンネル
    • 視聴者
  • ポーターのファイブフォース分析
    • 供給企業の交渉力
    • 買い手の交渉力
    • 代替品の脅威
    • 競争企業間の敵対関係
    • 新規参入業者の脅威
  • 主要課題

第6章 世界のテレビ広告市場：競合情勢

  • 市場構造
  • 主要企業のプロファイル
目次
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