テレビ広告の市場規模、シェア、成長分析、テレビプラットフォーム別、広告プラットフォーム別、ターゲット層別、エンドユーザー別、地域別 - 産業予測 2025～2032年

テレビ広告の世界市場規模は、2023年に2,202億6,000万米ドルと評価され、2024年の2,296億8,000万米ドルから2032年には3,172億9,000万米ドルに成長し、予測期間（2025年～2032年）のCAGRは4.10％で成長する見通しです。テレビ広告の世界市場成長を促進する主な要因は、ブランドへの幅広いリーチです。電化が進み、テレビセットの価格が手頃になったことで、新興国や低所得国でもテレビ広告が広告の最重要選択肢となっています。

コネクテッドTVは従来のテレビに革命をもたらし、2024年には米国世帯の210％以上がオンラインコンテンツにアクセスするため、広告に新たな機会を提供します。自動コンテンツ認識（ACR）、大規模言語モデル（LLM）、人工知能（AI）、機械学習（ML）などの技術が市場力学を強化し、より正確な顧客洞察を可能にしています。とはいえ、デジタル広告の急増は、世界的に従来のテレビ広告に大きな競合をもたらしています。さらに、視聴習慣の変化により、従来のテレビから視聴者が離れています。制作費の高騰やプレミアム広告出稿に必要な支出も相まって、テレビ広告分野の市場成長には大きな課題があります。

目次

イントロダクション

• 調査の目的
• 調査範囲
• 定義

調査手法

• 情報調達
• 二次と一次データの方法
• 市場規模予測
• 市場の前提条件と制限

エグゼクティブサマリー

• 世界市場の見通し
• 供給と需要の動向分析
• セグメント別機会分析

市場力学と見通し

• 市場概要
• 市場規模
• 市場力学
  • 促進要因と機会
  • 抑制要因と課題
• ポーターの分析

主な市場の考察

• 重要成功要因
• 競合の程度
• 主な投資機会
• 市場エコシステム
• 市場の魅力指数（2024年）
• PESTEL分析
• マクロ経済指標
• バリューチェーン分析
• 価格分析
• 技術分析
• 規制情勢
• ケーススタディ分析

テレビ広告市場規模：テレビプラットフォーム別& CAGR（2025-2032）

• 市場概要
• 地上波テレビ
• マルチチャンネル
• オーバー・ザ・トップ（OTT）テレビ
• コネクテッドテレビ（CTV）

テレビ広告市場規模：広告プラットフォーム別& CAGR（2025-2032）

• 市場概要
• ゴールデンタイム広告
• スポット広告
• スポンサーシップと共同ブランディング

テレビ広告市場規模：ターゲット層別& CAGR（2025-2032）

• 市場概要
• 大衆市場
• ニッチ市場
• 地元の市場

テレビ広告市場規模：エンドユーザー別& CAGR（2025-2032）

• 市場概要
• 消費財
• 自動車
• 小売り
• 医薬品とヘルスケア
• テクノロジーとエレクトロニクス
• その他

テレビ広告市場規模：地域別& CAGR（2025-2032）

• 北米
  • 米国
  • カナダ
• 欧州
  • ドイツ
  • スペイン
  • フランス
  • 英国
  • イタリア
  • その他欧州地域
• アジア太平洋地域
  • 中国
  • インド
  • 日本
  • 韓国
  • その他アジア太平洋地域
• ラテンアメリカ
  • ブラジル
  • その他ラテンアメリカ地域
• 中東・アフリカ
  • GCC諸国
  • 南アフリカ
  • その他中東・アフリカ

競合情報

• 上位5社の比較
• 主要企業の市場ポジショニング（2024年）
• 主な市場企業が採用した戦略
• 最近の市場動向
• 企業の市場シェア分析（2024年）
• 主要企業の企業プロファイル
  • 企業の詳細
  • 製品ポートフォリオ分析
  • 企業のセグメント別シェア分析
  • 収益の前年比比較（2022-2024年）

主要企業プロファイル

• WPP PLC（United Kingdom）
• Omnicom Group Inc.（United States）
• Publicis Groupe S.A.（France）
• The Interpublic Group of Companies, Inc.（United States）
• Dentsu Inc.（Japan）
• Havas Group（France）
• National Amusements, Inc.（Paramount）（United States）
• Cox Enterprises（United States）
• Comcast Corporation（United States）
• TelevisaUnivision（United States）

結論と提言

Global TV Advertising market size was valued at USD 220.26 Billion in 2023 and is poised to grow from USD 229.68 Billion in 2024 to USD 317.29 Billion by 2032, growing at a CAGR of 4.10% in the forecast period (2025-2032). The primary driver boosting the global TV advertising market growth is the broad reach to audience that it provides the brands. Increase in electrification and affordability of TV-sets are helping TV ads to become top choices of advertising even in emerging and low-income economies.

Connected TV is revolutionizing traditional television, offering new opportunities for advertising as over 210% of U.S. households accessed content online in 2024. Technologies such as Automatic Content Recognition (ACR), large language models (LLMs), artificial intelligence (AI), and machine learning (ML) are enhancing market dynamics and enabling more precise customer insights, which in turn facilitates the development of targeted TV ads. Nevertheless, the surge of digital advertising poses significant competition to conventional TV advertising globally. Additionally, changing viewership habits are shifting audiences away from traditional TV. Coupled with the high costs of production and the expenditure required for premium ad placements, these factors create substantial challenges for market growth within the TV advertising space.

Top-down and bottom-up approaches were used to estimate and validate the size of the Global TV Advertising market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Global TV Advertising Market Segments Analysis

The global TV advertising market is segmented into TV platform, advertising platform, target audience, end user, and region. By TV platform, the market is classified into terrestrial television, multichannel, Over-the-Top (OTT) Television and Connected TV (CTV). Depending on advertising type, it is divided into prime-time advertising, spot advertising and sponsorships and co-branding. By target audience, the market is classified into mass market, niche market and local market. According to end user, the market is categorized into consumer goods, automotive, retail, pharmaceuticals and healthcare, technology and electronic and others. Regionally, the market is analyzed across North America, Europe, Asia-Pacific, Middle East & Africa, and Latin America.

Driver of the Global TV Advertising Market

The Global TV Advertising market is significantly driven by television's unparalleled ability to connect with a vast and varied audience. As a medium, TV allows advertisers to engage millions of viewers across different demographics and socio-economic backgrounds, including those who may not be as engaged with digital platforms. With large audiences tuning in during prime-time shows and major live events such as sports and elections, television offers extensive reach that ensures high visibility and effective mass market penetration. This capability positions TV as the preferred choice for brand-building initiatives and national campaigns that demand maximum exposure and widespread impact.

Restraints in the Global TV Advertising Market

The Global TV Advertising market is facing significant challenges as digital platforms such as Google, Facebook, YouTube, and various streaming services have emerged as popular alternatives to traditional television viewership. These digital channels not only offer advertisers lower costs but also provide measurable returns on investment and advanced audience targeting capabilities. As a result, many advertisers, particularly small to medium-sized enterprises (SMEs) and direct-to-consumer brands, are increasingly opting for these digital mediums to access specific demographics effectively. The high expenses and rigidity associated with traditional TV advertising contribute to its diminishing market influence, prompting a shift of advertising budgets towards digital media.

Market Trends of the Global TV Advertising Market

The Global TV Advertising market is witnessing a pronounced trend where brands are increasingly directing their investments towards securing advertisement slots during high-profile live events, including sports, award shows, and political elections. These occasions not only offer unparalleled access to millions of engaged viewers but also promise significant brand visibility and impact. As marketers recognize the power of real-time engagement, advertisers are actively booking premium slots and sponsorship opportunities, particularly in sectors such as FMCG, automotive, telecom, and political campaigns. This strategic shift underscores the enduring importance of live television as a dynamic platform for effective advertising, driving growth and innovation in the industry.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Technology Analysis
• Regulatory Landscape
• Case Study Analysis

Global TV Advertising Market Size by TV Platform & CAGR (2025-2032)

• Market Overview
• Terrestrial Television
• Multichannel
• Over-the-Top (OTT) Television
• Connected TV (CTV)

Global TV Advertising Market Size by Advertising Platform & CAGR (2025-2032)

• Market Overview
• Prime-time Advertising
• Spot Advertising
• Sponsorships and Co-Branding

Global TV Advertising Market Size by Target Audience & CAGR (2025-2032)

• Market Overview
• Mass Market
• Niche Market
• Local Market

Global TV Advertising Market Size by End User & CAGR (2025-2032)

• Market Overview
• Consumer Goods
• Automotive
• Retail
• Pharmaceuticals and Healthcare
• Technology and Electronics
• Others

Global TV Advertising Market Size & CAGR (2025-2032)

• North America (TV Platform, Advertising Platform, Target Audience, End User)
  • US
  • Canada
• Europe (TV Platform, Advertising Platform, Target Audience, End User)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (TV Platform, Advertising Platform, Target Audience, End User)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (TV Platform, Advertising Platform, Target Audience, End User)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (TV Platform, Advertising Platform, Target Audience, End User)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• WPP PLC (United Kingdom)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Omnicom Group Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Publicis Groupe S.A. (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• The Interpublic Group of Companies, Inc. (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Dentsu Inc. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Havas Group (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• National Amusements, Inc. (Paramount) (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Cox Enterprises (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Comcast Corporation (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• TelevisaUnivision (United States)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations