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Linear TV’s shrinking ad share gets even smaller

Article by Sara Lebow  |  Jun 7, 2022
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Linear TV’s shrinking ad share gets even smaller
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Topics
TV Advertising
Connected TVs
Digital Video Ad Spending
United States

For more insights and key statistics on the biggest trends in today's most disruptive industries, subscribe to our Chart of the Day newsletter.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Beyond the chart: 2022 will be linear TV’s last year as the dominant ad channel in the US. For the first time, not only will its share of the ad market dip below 20%, but digital video will draw more investment, per our forecast. As CTV becomes synonymous with watching TV, ad buyers are preparing for the linear and CTV marketplaces to converge and approaching both channels with similar strategies.

Share of US Video Ad Spending, by Type, 2020-2022 (% of total)
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