Traditional advertising refers to the dissemination of commercial messages through media channels to a large audience. Film, television, magazines, newspapers, outdoor, and radio advertising are the various methods of traditional advertising.
Television advertising is a segment of television programming that is produced and paid for by a company. It is also known as a television commercial, TV commercial, commercial, television spot, TV spot, advert, TV advert, or simply an ad.
The market for TV advertisements in Europe stood at $31 billion in 2021. TV advertisements grew only 5% in 2021, following the recovery in demand in the post-COVID-19 pandemic period, which led to businesses resuming their operations. Many new companies adopted digital advertising platforms to promote their products and services.
The TV advertisement market in Europe registered negative growth of 0.55% during 2017–2021. This explains the growth of alternative modes of advertisement, including digital advertising. Online advertising captured a greater share and budget of the advertising market on account of the increase in digital awareness among consumers and the use of digital devices such as smartphones and smart TVs.
Companies globally reported a decline in spending on advertisement as the demand declined owing to restrictions on non-essential services, following the outbreak of the pandemic in 2020.
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