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About
TV and Connected TV Ad Spending Forecasts 2023
Linear’s Pains Are CTV’s Gains
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
- How much will advertisers spend on traditional TV in the next four years?
- What budgets are advertisers shifting to CTV?
- How is ad spending tracking with time spent for linear and CTV?
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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.
authors
Paul Verna
Contributors
- Vivian Dong
- Associate Forecasting Analyst
- Zach Goldner
- Forecasting Analyst
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
- Max Willens
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