Market Insights Advertising & Media Advertising TV & Video Advertising

Traditional TV Advertising - Denmark

Denmark

Ad spending in the Traditional TV Advertising market in Denmark is forecasted to reach €275.60m in 2024.
The ad spending is anticipated to demonstrate an annual growth rate (CAGR 2024-2029) of -1.69%, leading to a projected market volume of €253.10m by 2029.
The average ad spending per TV Viewer in the Traditional TV Advertising market in Denmark is projected to be €37.46 in 2024.
It is expected that the number of users in the Traditional TV Advertising market in Denmark will reach 7.5m users by 2029.
Denmark's Traditional TV Advertising market is experiencing a shift towards digital platforms due to changing consumer preferences and online streaming services.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Definition:
Traditional TV Advertising refers to ad spending on moving image formats broadcasted via traditional transmission channels such as terrestrial and digital terrestrial (DTTV, DTT, DTTB) TV, cable TV, satellite TV, and linear TV delivered via Internet Protocol television (IPTV). Terrestrial television uses traditional antennas that transmit analog signals. Analog terrestrial TV has undergone a digital switchover (DSO) to digital terrestrial TV in most parts of the world. For digital terrestrial TV, television broadcasting stations transmit TV content through radio waves to televisions in households in a digital format. Internet Protocol television (IPTV) refers to the delivery of television content via Internet Protocol networks. IPTV is used in subscriber-based telecommunications networks via set-top boxes or other customer-premises equipment (IPTV is included in the cable revenue split here). Traditional TV Advertising covers all ad spending on pay-TV operators and networks as well as free-to-air networks and free-to-air spin-off digital channels from terrestrial network operators. Usually, the distribution of advertising time in television programs is either carried out by the broadcasters themselves or by marketing agencies.

Structure:

Cable TV signals are transmitted through coaxial or fiber-optic cables directly to each household without the need for external antennas.
Satellite TV includes television programming with the use of communication satellites that transmit to satellite dishes. A dedicated satellite receiver (external set-top boxes or built into TV sets) decodes the television program.
Digital Terrestrial Television (DTT), sometimes known as direct-to-terrestrial television, is a type of television reception in which a signal is transmitted directly to a viewer's antenna rather than through a cable or satellite system. As a rule, HDTV signals are available through digital terrestrial television, and this type of television also makes better use of the radio spectrum.

Additional information:
Traditional TV Advertising comprises advertising spending, users, average revenue per user, and user demographic. The market only displays B2B spending and users. Figures are based on Traditional TV Advertising spending and exclude agency commissions, rebates, production costs, and taxes. For more information on the data displayed, use the info button right next to the boxes.

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Analyst Opinion

The Traditional TV Advertising market in Denmark has been experiencing significant growth in recent years.

Customer preferences: One of the main reasons for this growth is the continued popularity of traditional TV among Danish consumers. Despite the rise of streaming services and online video platforms, many people in Denmark still prefer to watch TV through traditional channels. This preference for traditional TV viewing has created a strong demand for advertising on these platforms.

Trends in the market: In addition to customer preferences, there are several trends that have contributed to the growth of the Traditional TV Advertising market in Denmark. Firstly, there has been an increase in the number of TV channels available to Danish viewers. This has created more opportunities for advertisers to reach their target audiences through a wider range of programming. Another trend is the integration of digital technology into traditional TV advertising. Advertisers are now able to use data and analytics to better target their ads to specific audiences. This has led to more effective and efficient advertising campaigns, which in turn has increased the demand for TV advertising in Denmark.

Local special circumstances: Denmark has a strong broadcasting industry, with several major TV networks operating in the country. These networks have invested heavily in producing high-quality content that appeals to Danish viewers. As a result, there is a wide variety of programming available on Danish TV, which attracts a large and diverse audience. This has made TV advertising an attractive option for advertisers looking to reach a broad range of consumers in Denmark.

Underlying macroeconomic factors: The growth of the Traditional TV Advertising market in Denmark is also influenced by underlying macroeconomic factors. Denmark has a stable and prosperous economy, with high levels of disposable income among its population. This has created a favorable environment for advertisers, as consumers have the means to purchase the products and services being advertised on TV. Furthermore, Denmark has a strong advertising industry, with many local and international brands competing for market share. This has led to increased competition among advertisers, driving up the demand for TV advertising in order to gain a competitive edge. In conclusion, the Traditional TV Advertising market in Denmark is growing due to customer preferences for traditional TV viewing, as well as trends such as the increase in TV channels and the integration of digital technology. The local special circumstances, including the strong broadcasting industry and the wide variety of programming available, have also contributed to the growth. Additionally, underlying macroeconomic factors such as the stable economy and high levels of disposable income among consumers have further fueled the demand for TV advertising in Denmark.

Methodology

Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.

Forecasts:

We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.