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Global TV and OTT Video Advertising: 6th edition

cover of Global TV and OTT Video Advertising - 6th edition

Market Study
Published: September 2013
Pages: For full details, please email
Research from: Ovum (was Informa Telecoms and Media)
Sector: Media & Entertainment

From: GBP 1095.00
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"The Olympics and US Presidential election boosted 2012 revenues, with TV still seen as delivering the mass audiences so important to advertisers. Growth will be less marked in 2013 and the sector needs to take full advantage of emerging demand for interactivity and targeting".
Adam Thomas, Media Research Manager, TV, Informa Telecoms & Media

The 6th edition of Global TV and OTT Video Advertising Forecasts is significantly expanded compared with the previous editions to include, for the first time, the increasingly important MENA region. By focusing on “net” figures, this research accurately reports the revenues actually received by the channels and networks.

The report includes important illustrative statistics and reliable forecasts to 2018 on a global and regional scale, with the TV figures broken out for 69 countries worldwide, including the lucrative Pan-Arab sector, plus 13 countries for the OTT Video Advertising segment.
Global net TV advertising revenues have now returned to consistent growth after the “blip” experienced in 2009. Informa forecasts that global net TV revenues will pass the US$200 billion mark in 2018 and, in the same year, the UK will be overtaken as Europe’s biggest advertising market .

In this research, Informa provides historic data and forecasts for the huge television market – across both free-to-air and multichannel. We also cover the increasingly dynamic OTT video advertising sector. In both cases, we strip out discounts, production costs and commissions to provide authentic numbers for revenue generation.

The global TV advertising market was boosted in 2012 by the twin accelerants of a US Presidential election and a Summer Olympics. Although still growing in 2013, the revenue increase will be less than in 2012, inhibited by a much lower growth level in the key US market.

Elsewhere, the ongoing impact of the Eurozone crisis contributed to a significant decline in advertising revenues across Western Europe in 2012. Despite some signs of recovery, Informa forecasts that Western Europe will experience a further reduction in 2013.

There are several other – non-economic – challenges facing the TV advertising market. But its ability to deliver mass audiences still makes it a very strong proposition.

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