The news: TV ad spending for national and local networks, excluding political advertising, will fall 2.4% in 2026 to $27.9 billion, per Madison and Wall projections cited by Mediapost. This number is down from $28.4 billion in 2025. Core local TV will fall 3% to $13.5 billion.

Digital TV, however—which includes streaming platforms and CTV platforms—will grow 3% to $21 billion.

Behind the numbers: Advertisers are gradually moving away from linear TV as audiences shift to digital, CTV-first viewing habits.

• Adults now spend more time with CTV than with traditional TV. This shift is leading advertisers to reallocate their budgets toward digital channels like CTV—a format that is increasingly attractive to advertisers because of its rapid adoption across demographics and its ability to provide more relevant ads.