表紙
市場調査レポート

世界のTV広告市場

Global TV Advertising

発行 Ovum, Ltd. 商品コード 338192
出版日 ページ情報 英文
納期: 即日から翌営業日
価格
本日の銀行送金レート: 1USD=101.50円で換算しております。
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世界のTV広告市場 Global TV Advertising
出版日: 2015年04月27日 ページ情報: 英文
概要

世界のTV広告収益は堅調に成長を続けており、今後も2014年の1737億ドルから2020年には2241億ドルの規模に成長すると予測されています。デジタル広告形態が従来型TV事業者の手強い競合相手となっていますが、効果的な対策によりデジタル部門への収益の流出を防いでいます。

当レポートでは、世界のTV広告市場の動向について調査し、市場の現状、消費者の視聴習慣の変化に合わせたTV広告市場におけるニーズの分析、Netflixによる広告無しモデルの影響、今後の市場の展望などについてまとめています。

ハイライト

  • リニアTVの視聴に時間を費やす消費者:市場によって変動があるものの、長期的にはオンデマンド視聴への移行から減少する見通し

本書の特徴

  • TV広告市場の現在の状況の分析
  • 消費者の視聴習慣の変化に合わせたTV広告市場におけるニーズの特定

検討課題

  • Netflixによる広告なしモデル:一般市民の広告への許容レベルを減少させるか?
  • 消費者がさまざまなデバイス、サービス、配信技術を行き来する中で、評価機関は視聴習慣の変化を的確に捉えているか?
目次
Product Code: ME0003-000549

Synopsis

TV advertising revenues continue to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. Long-established TV players have innovated to counter threats from digital.

Introduction

TV advertising revenue continues to grow at a healthy rate globally - the $173.7bn generated in 2014 will increase to $224.1bn in 2020. While digital advertising formats are providing strong competition to television, long-established TV players have innovated effectively, so ensuring the sector has successfully countered threats that may have led to TV ad revenue migrating to digital.

Highlights

  • The time consumers devote to linear TV viewing will continue to fluctuate from market to market, although it will ultimately decline on a long-term basis - as a result of audiences shifting to on-demand viewing.

Features Benefits

  • Analyzes the current status of the TV advertising market
  • Identifies what the TV advertising market needs to do to cope with changes in viewing habits

Questions Answers

  • Is the ad-free model promoted by Netflix reducing public tolerance for advertising?
  • Are ratings agencies adequately capturing developments in viewing habits as audiences flit between devices, services, and distribution technologies?

Table of Contents

1. Summary

  • In brief
  • Ovum view
  • Recommendations

2. Market status

3. Market dynamics

  • TV advertising resists the digital storm
  • TV innovates to deprive digital of a USP

4. Market outlook

  • New metrics needed to capture TV innovations

5. Appendix

  • Methodology
  • Further reading
  • Author

Figures & Downloads

  • Figure 1: Global, TV advertising revenue, 2006-20
  • Figure 2: Global, TV advertising, CAGR growth rate for selected markets, 2015-20
  • Figure 3: Global, TV advertising, average spend per TVHH for selected markets, 2014-20
  • Figure 4: Global, TV advertising, free-to-air vs. multichannel, 2005-20
  • Figure 5: Global, TV advertising revenue CAGR by region, 2014-20
  • Figure 6: Global, total TV ad revenue vs. total digital ad revenue, 2011-18
  • Figure 7: Global, traditional TV ad revenue vs. Internet-based video ad revenue, 2011-18
  • Figure 8: US, OTT video revenue share vs. disc revenue share, 2005-19
  • Figure 9: Selected markets, average TV viewing minutes per person per day, 2005-14
  • Figure 10: US, average viewing minutes of video per person per day, 1Q13-4Q14
  • Figure 11: UK, average viewing time via TV set per person per day, 2014
  • Figure 12: UK, TV and video viewing activities, 2014
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