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EMARKETER

TV and Connected TV Ad Spending Forecasts H2 2023

Digital Growth Makes Up for Erosion on the Traditional Side

Report by Paul Verna  |  Dec 6, 2023
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Report
Executive Summary
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Table of Contents
Executive Summary
Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions
Spending forecasts highlight the diverging fortunes of linear and CTV
What does this mean for marketers, media companies, and distributors?
Sources
Media Gallery
About This Report
TV ad spending is declining faster than we expected, but CTV is making up the shortfall, resulting in overall market growth.
Topics
TV Ad Spending
Connected TVs
United States
Table of Contents
Executive Summary
Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions
Spending forecasts highlight the diverging fortunes of linear and CTV
What does this mean for marketers, media companies, and distributors?
Sources
Media Gallery

The gap between traditional and digital TV advertising is closing. As linear TV ad spending continues to dwindle, connected TV (CTV) is more than filling the void. The net result is healthy growth when we look at the combined TV and CTV market.

Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers?

US TV and Connected TV (CTV) Ad Spending, 2023-2027 (billions)
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Key Stat: Combined spending on TV and CTV will grow by over $12 billion between 2023 and 2027. All the growth will come from the digital side as linear TV continues to spiral.

Here’s what’s in the full report

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6charts

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Table of Contents

  1. Executive Summary
  2. Despite a reduction in ad inventory, the market for TV and CTV ad spending will grow by billions
  1. Spending forecasts highlight the diverging fortunes of linear and CTV
  2. What does this mean for marketers, media companies, and distributors?
  1. Sources
  2. Media Gallery

Charts in This Report

US TV and Connected TV (CTV) Ad Spending, 2023-2027 (billions)US TV Ad Spending, 2023-2027 (billions, % change, and % of total media ad spending)
US Connected TV (CTV) Ad Spending, 2023-2027 (billions, % change, and % of digital ad spending)US Amazon OTT Connected TV (CTV) Ad Revenues, 2021-2025 (billions and % change)
US Traditional Pay TV vs. Non-Pay TV Viewers, 2017-2027 (millions)Types of TV Services US Adults Are Watching Less Because They Are Watching More Free Streaming Services, July 2023 (% of respondents)

authors

Paul Verna

Contributors

Ross Benes
Senior Analyst
Vivian Dong
Associate Forecasting Analyst
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
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