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TV AND CONNECTED TV AD SPENDING FORECASTS 2023


LINEAR’S PAINS ARE CTV’S GAINS

Report by Paul Verna  |  Jun 1, 2023
ReportCharts
Table of Contents
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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?


E-Mail ChartDownload


KEY STAT: Despite small spikes in even-numbered years, US TV ad spending will
track negatively through 2027—and likely thereafter.




HERE’S WHAT’S IN THE FULL REPORT


1FILE

Exportable files for easy reading, analysis and sharing.

 * 


5CHARTS

Reliable data in simple displays for presentations and quick decision making.

 * 




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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US TV Ad Spending, 2021-2027 (billions, % change, and % of total media ad
spending)

Download
US TV Ad Spending, 2021-2027 (billions, % change, and % of total media ad
spending)

Download
US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of
digital ad spending)

Download
US TV and Connected TV (CTV) Ad Spending, 2021-2027 (billions)

Download
Average Time Spent per Day With TV vs. Connected TV (CTV) by US Adults,
2019-2024 (hrs:mins)

Download
Download
Download
Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to
US Agency/Marketing Professionals, March 2023 (% of respondents)

Download


US TV Ad Spending, 2021-2027 (billions, % change, and % of total media ad
spending)

Download
US Connected TV (CTV) Ad Spending, 2021-2027 (billions, % change, and % of
digital ad spending)

Download
US TV and Connected TV (CTV) Ad Spending, 2021-2027 (billions)

Download
Average Time Spent per Day With TV vs. Connected TV (CTV) by US Adults,
2019-2024 (hrs:mins)

Download

 

Download

 

Download
Sources for Funding the Increase in Connected TV (CTV) Ad Spending According to
US Agency/Marketing Professionals, March 2023 (% of respondents)

Download




READ THIS WITH INSIDER INTELLIGENCE


share via email






AUTHORS


PAUL VERNA




CONTRIBUTORS

Vivian DongAssociate Forecasting AnalystZach GoldnerForecasting AnalystEvelyn
MitchellSenior Analyst, Digital Advertising & MediaMax WillensSenior Analyst



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