US advertisers are pulling money from linear TV to increase programmatic CTV spend

Key stat: 43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

Beyond the chart:

• US linear TV ad spend will decline by 13.3% next year, while CTV ad spend will increase by 13.3%, according to our forecast. (2024 is an outlier for linear TV due to increased ad spend from the election and Olympics.)
• Programmatic advertising will account for 84.2% of the $32.09 billion going toward US CTV video ad spend in 2025, per our forecast.
• CTV is considered a “must-buy” for 69% of advertisers, according to a March 2024 study from the Interactive Advertising Bureau (IAB) and Advertiser Perceptions and Guideline.

Use this chart:

• Adjust advertising budgets.
• Determine ways to invest more in programmatic CTV.

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Note: Respondents were asked, "Of those who will be increasing investment in programmatic CTV in 2024, where is the budget coming from?"

Methodology: Data is from the January 2024 Proximic "2024 State of Programmatic Report." Almost 200 US advertising decision-makers were surveyed during November 14-22, 2023. Respondents were from brands, agencies, and publishers who oversee programmatic advertising at their company.