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April 1, 2026
CTV Will Surpass Primetime Linear TV in US Upfront Ad Spending in 2026
Note
Connected TV (CTV) advertising is digital advertising that appears on CTV devices. It includes display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku, and YouTube. Network-sold inventory from traditional linear TV and addressable TV ... advertising is excluded.Methodology
Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues of major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and eMarketer interviews with executives at ad agencies, brands, media publishers, and other industry leaders.Featured In
Digital Video Forecast and Trends Q2 2026Sources
Chart Title
CTV Will Surpass Primetime Linear TV in US Upfront Ad Spending in 2026Publication Date
April 1, 2026