Gross Domestic Products’ impact on television revenue, by region, 2008-2012

Gross Domestic Product measurement has always been considered a prognosticator of advertising spend across platforms. IDATE calculated global TV revenue and GDP growth from 2008 to 2012 to show the similarities of growth and decline, and also TV revenue as a share of GDP by region. The data show that GDP tracks at about 1 percent of GDP for North America, and significantly less in other parts of the world, especially MENA, Asia Pacific and Europe, but shows a promising uptick for growing Latin America, with LatAm’s TV revenue-GDP ratio at 0.8 percent in 2012.

Meanwhile, the television access channels have changed significantly from 2008 to 2011 worldwide, with the most prominent shift occurring from terrestrial television, down 111.2 million households to satellite TV, up 108.9 million households from 2008 to 2011. Meanwhile, cable TV is up 55.5 million households, while IPTV is up 26.4 million, particularly in France and the United States, according to IDATE data. When comparing each year’s growth and decline for each TV category, 2011 and 2012 saw significant drops in terrestrial TV, as digital TV formats rose in popularity, particularly satellite and cable TV, according to IDATE.

The data set is a part of a collection of 500 revenue and usership trends in mobile, social, Internet, tablet, video and other digital categories, published in the 200-page Global Digital Media Trendbook 2013. GDMT, in its eight year, is to be published by World Newsmedia Network, a not-for-profit media research company, in September 2013. To subscribe to the PDF report and/or the tablet edition, go to www.wnmn.org, or contact mstone@wnmn.org.

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