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CTV will soon command one third of total TV ad spend

Article by Marisa Jones  |  Sep 11, 2025
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CTV will soon command one third of total TV ad spend
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Topics
Connected TVs
TV
TV Ad Spending
United States

The news: Connected TV (CTV) is nearing a third of overall TV ad spending as audiences shift attention to streaming platforms, per Madison and Wall.

Linear TV still accounts for around two-thirds of overall US TV ad spending, but CTV increased its share by three percentage points YoY (excluding political ads).

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