US TV and CTV Ad Spending Benchmarks: Q1 2025

Forecast and Insights for TV and CTV

Report by Yoram Wurmser  | Apr 18, 2025

Ad Spending Benchmarks: Q1 2025

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Forecasts and Insights for Total Media, Digital, Search, Retail Media, TV and CTV, and Social Network Ad Spending in the US

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About This Report
This is the Q1 2025 installment of our quarterly “Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.
Topics
Total Media Ad Spending
Digital Ad Spending
United States

Welcome to our latest edition of the “Ad Spending Benchmarks.” This series provides marketers with critical data to help them benchmark their budget allocations against the market. In this deck—one of six in the collection—we cover our latest forecasts for TV and connected TV (CTV) ad spending.

This deck will:

  • Provide an overview of our TV and CTV ad spending and revenue forecasts as of Q1 2025, including breakdowns by distribution method and company.
  • Help ad buyers benchmark their TV and CTV ad spending and budget allocations against the market.
  • Help publishers and solution providers assess whether their TV and CTV ad revenue mix is in line with industry trends.

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authors

Yoram Wurmser

Contributors

Rahul Chadha
Director, Report Editing
Vladimir de Leon
Chart Editor
Vivian Dong
Forecasting Analyst
Zach Goldner
Senior Forecasting Analyst
Madan Kumar
Copy Editor
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Emman Velasco
Chart Editor
Paul Verna
VP, Content