TV and Connected TV Ad Spending Forecasts 2023

Linear’s Pains Are CTV’s Gains

Report by Paul Verna  | UPDATED: Aug 1, 2024
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Table of Contents
Report Snapshot
The traditional TV ad market is flickering out.
CTV’s star is rising.
TV and CTV complement each other for maximum reach.
Time spent figures for TV and CTV are inching closer together.
For TV, ad spending and time spent are more aligned than in the pre-pandemic era.
CTV ad spending is edging up relative to time spent.
CTV is on the receiving end of ad budget shifts.
What should marketers take away from our TV and CTV ad spending forecasts?
Sources
Media Gallery
About This Report
Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV’s inevitable eclipse of its linear counterpart.
Topics
TV Ad Spending
United States
Table of Contents
Report Snapshot
The traditional TV ad market is flickering out.
CTV’s star is rising.
TV and CTV complement each other for maximum reach.
Time spent figures for TV and CTV are inching closer together.
For TV, ad spending and time spent are more aligned than in the pre-pandemic era.
CTV ad spending is edging up relative to time spent.
CTV is on the receiving end of ad budget shifts.
What should marketers take away from our TV and CTV ad spending forecasts?
Sources
Media Gallery

Report Snapshot

The glory days of linear TV advertising are gone, but TV advertising isn’t going away as much as it’s shifting from traditional pay TV services (cable, satellite, and telecom) to internet-delivered connected TV (CTV) programming. This transition will accelerate as digital platforms continue to scale and advertisers warm to the benefits of CTV advertising over traditional TV, which include better targeting and measurement options and the potential for interactivity, ecommerce, and attribution.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will advertisers spend on traditional TV in the next four years?
  2. What budgets are advertisers shifting to CTV?
  3. How is ad spending tracking with time spent for linear and CTV?
US TV Ad Spending, 2021-2027 (billions, % change, and % of total media ad spending)
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KEY STAT: Despite small spikes in even-numbered years, US TV ad spending will track negatively through 2027—and likely thereafter.

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Table of Contents

  1. Report Snapshot
  2. The traditional TV ad market is flickering out.
  3. CTV’s star is rising.
  4. TV and CTV complement each other for maximum reach.
  1. Time spent figures for TV and CTV are inching closer together.
  2. For TV, ad spending and time spent are more aligned than in the pre-pandemic era.
  3. CTV ad spending is edging up relative to time spent.
  4. CTV is on the receiving end of ad budget shifts.
  1. What should marketers take away from our TV and CTV ad spending forecasts?
  2. Sources
  3. Media Gallery

Charts in This Report

US TV Ad Spending, 2021-2027 (billions, % change, and % of total media ad spending)US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of digital ad spending)
US TV and Connected TV (CTV) Ad Spending, 2021-2027 (billions)Average Time Spent per Day With TV vs. Connected TV (CTV) by US Adults, 2019-2024 (hrs:mins)
Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to US Agency/Marketing Professionals, March 2023 (% of respondents)

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First Published on Jun 1, 2023

authors

Paul Verna

Contributors

Vivian Dong
Associate Forecasting Analyst
Zach Goldner
Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Max Willens