Executive Summary

There’s no mistaking the trend line of US linear TV advertising for anything other than what it is: a picture of an industry that peaked several years ago and is now in decline. With viewership and spending levels dropping virtually every year, TV advertising is riding into the sunset.

However, that glass-half-empty view obscures a more important reality: The 30-second spots that have epitomized TV advertising are actually thriving thanks to an explosion of connected TV (CTV) viewing. In that sense, TV advertising is not actually in decline, but simply in transition from traditional to digital distribution channels.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

1. How much will US marketers spend on traditional TV advertising in the next four years, and how will spending levels correlate with audience size?
2. As the linear TV picture slowly fades, what does the future of TV advertising look like?
3. How will measurement changes and macroeconomic conditions affect TV ad spending?

WHAT’S IN THIS REPORT? Our latest forecasts for US linear TV ad spending, including addressable, programmatic, and upfront investments. Plus, a look at measurement and the relationship between traditional and connected TV.

KEY STAT: US TV ad spending will grow to $68.35 billion in 2022 but will trail downward over the coming years, except for a slight bump in 2024 due to the presidential election and Summer Olympics.