세계의 TV 광고비 시장 : 유통 플랫폼별, 시간별, 지역별

TV Ad spending Market is estimated to be valued at USD 247.61 Bn in 2025 and is expected to reach USD 353.08 Bn by 2032, growing at a compound annual growth rate (CAGR) of 5.2% from 2025 to 2032.

advertising spending has long been a cornerstone of marketing strategies, wielding the power to reach mass audiences and create lasting brand impressions. This crucial aspect of the advertising landscape involves allocating budgets to produce and air commercials on broadcast and cable networks. As consumer behaviour evolves in the digital age, the effectiveness and ROI of TV ads continue to be a topic of interest and adaption for businesses aiming to strike the right balance between traditional and modern advertising platforms.

Market Dynamics:

Wide audience reach, brand visibility, and awareness and emotional engagement is anticipated to drive growth of the global TV Ad spending market over the forecast period. Moreover, prime time and event opportunities are also expected to boost the growth of the TV Ad spending market over the forecast period. Integrated campaigns, data-driven insights, addressable TV advertising and cross-screen campaigns are expected to create growth opportunities for the TV Ad spending market during the forecast period.

However, digital competition, fragmented audiences, and Ad skipping and Ad blockers are expected to hamper growth of the TV Ad spending market over the forecast period.

Key features of the study:

• This report provides in-depth analysis of the TV Ad spending market, and provides market size (US$ Bn) and compound annual growth rate (CAGR %) for the forecast period 2025-2032, considering 2024 as the base year.
• It elucidates potential revenue opportunities across different segments and explains attractive investment proposition matrices for this market.
• This study also provides key insights about market drivers, restraints, opportunities, new product launches or approval, market trends, regional outlook, and competitive strategies adopted by key players.
• It profiles key players in the TV Ad spending market based on the following parameters - company highlights, products portfolio, key highlights, financial performance, and strategies.
• Key companies covered as a part of this study include Procter & Gamble, Amazon, Comcast, AT&T, General Motors, Verizon Communications, L'Oreal, The Walt Disney Company, Ford Motor Company, Samsung Electronics, Unilever, Toyota Motor Corporation, NBCUniversal (owned by Comcast), Alphabet Inc. (Google), and Johnson & Johnson.
• Insights from this report would allow marketers and the management authorities of the companies to make informed decisions regarding their future product launches, type up-gradation, market expansion, and marketing tactics.
• The TV Ad spending market report caters to various stakeholders in this industry including investors, suppliers, product manufacturers, distributors, new entrants, and financial analysts.
• Stakeholders would have ease in decision-making through various strategy matrices used in analyzing the TV Ad spending market.

Detailed Segmentation:

• TV Ad spending Market, By Delivery Platform:
  • Cable TV
  • Satellite TV
  • Others
• TV Ad spending Market, By Time Slot:
  • 20 Seconds
  • 60 Seconds
  • More than 60 Seconds
• TV Ad spending Market, By Region:
  • North America
  • Europe
  • Asia Pacific
  • Latin America
  • Middle East and Africa
• Key Players Insights
  • Procter & Gamble
  • Amazon
  • Comcast
  • AT&T
  • General Motors
  • Verizon Communications
  • L'Oreal
  • The Walt Disney Company
  • Ford Motor Company
  • Samsung Electronics
  • Unilever
  • Toyota Motor Corporation
  • NBCUniversal (owned by Comcast)
  • Alphabet Inc. (Google)
  • Johnson & Johnson

Table of Contents

1. Research Objectives and Assumptions

• Research Objectives
• Assumptions
• Abbreviations

2. Market Purview

• Report Description
  • Market Definition and Scope
• Executive Summary
  • Market Snippet, By Delivery Platform
  • Market Snippet, By Time Slot
  • Market Snippet, By Region
• Coherent Opportunity Map (COM)

3. Market Dynamics, Regulations, and Trends Analysis

• Market Dynamics
  • Drivers
  • Restraints
  • Opportunities
  • Key Highlights
  • Regulatory Scenario
  • Recent Trends
  • Product Launches/Approvals
  • PEST Analysis
  • PORTER's Analysis
  • Mergers, Acquisitions, and Collaborations

4. TV Ad Spending Market, By Digital Platform, 2020-2032, (USD Bn)

• Introduction
  • Market Share Analysis, 2025 and 2032 (%)
  • Y-o-Y Growth Analysis, 2021 - 2032
  • Segment Trends
• Cable TV
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)
• Satellite TV
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)
• Others
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)

5. TV Ad Spending Market, By Time Slot, 2020-2032, (USD Bn)

• Introduction
  • Market Share Analysis, 2025 and 2032 (%)
  • Y-o-Y Growth Analysis, 2021 - 2032
  • Segment Trends
• 20 Seconds
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)
• 60 Seconds
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)
• More than 60 Seconds
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, 2021-2032, (USD Bn)

6. TV Ad Spending Market, By Region, 2020-2032, (USD Bn)

• Introduction
  • Market Share Analysis, By Sub-region, 2025 and 2032 (%)
  • Y-o-Y Growth Analysis, For Sub-region, 2021 -2032
  • Country Trends
• North America
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, By Digital Platform, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Time Slot, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Country, 2021-2032, (USD Bn)
    • U.S.
    • Canada
• Europe
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, By Digital Platform, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Time Slot, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Country, 2021-2032, (USD Bn)
    • Germany
    • U.K.
    • France
    • Russia
    • Italy
    • Spain
    • Rest of Europe
• Asia Pacific
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, By Digital Platform, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Time Slot, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Country, 2021-2032, (USD Bn)
    • China
    • India
    • Japan
    • South Korea
    • ASEAN
    • Rest of Asia Pacific
• Latin America
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, By Digital Platform, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Time Slot, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Country, 2021-2032, (USD Bn)
    • Brazil
    • Argentina
    • Mexico
    • Rest of Latin America
    • Middle & East Africa
  • Introduction
  • Market Size and Forecast, and Y-o-Y Growth, By Digital Platform, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Time Slot, 2021-2032, (USD Bn)
  • Market Size and Forecast, and Y-o-Y Growth, By Country/Sub-region, 2021-2032, (USD Bn)
    • GCC Countries
    • Israel
    • South Africa
    • Central Africa
    • North Africa
    • Rest of Middle East

7. Competitive Landscape

• Company Profile
  • Procter & Gamble
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Amazon
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Comcast
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • AT&T
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • General Motors
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Verizon Communications
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • L'Oreal
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • The Walt Disney Company
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Ford Motor Company
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Samsung Electronics
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Unilever
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Toyota Motor Corporation
• Company Highlights
• Product Portfolio
• Key Developments
• Financial Performance
• Strategies
  • NBCUniversal (owned by Comcast)
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Alphabet Inc. (Google)
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
  • Johnson & Johnson
• Company Highlights
• Product Portfolio
• Key Highlights
• Financial Performance
• Strategies
• Analyst Views

8. Section

• References
• Research Methodology
• About us