Report: TV Ad Spending 2022. Article: CTV is fueling the US TV ad industry. Article: Advertisers are losing $1 billion on CTV ads that run while TVs are off.

Read the latest stories in advertising from Insider Intelligence.

Ad-supported video is the new streaming gold rush: Disney, HBO, Discovery, and even Netflix have toyed with or launched ad-based viewing channels

The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

TV ad spending takes a hit as marketers adjust their budgets amid a recession.

CTV ad spend will grow by billions of dollars over the next few years, which will significantly increase the overall TV ad spend. As more programming moves to CTV, TV networks, marketers, agencies, and other players have an opportunity to increase the measurability of TV screen advertising. What challenges stand in the way of holistic ad measurement across linear and CTV?

TV ad spending will grow 4.1% in 2022, in part because the cost of reaching TV viewers has risen, but also because 2022 will feature a World Cup, midterm US elections, and the Winter Olympics. We project that TV ad spending, per TV viewer, will rise 6.2% in 2022, to $354.64. We predict that advertisers will spend more money on desktop/laptop than they will on linear TV by 2023.

While traditional TV ad spending grew 35.0% in 2021, this was following a 14.4% decline in 2020 as the pandemic wrought havoc. BVOD growth, on the other hand, remained positive in 2020 and will outstrip TV ad spend growth from this year through the end of our forecast period. As we noted earlier, though, a large proportion of BVOD time in the UK is spent with the ad-free BBC.

Long-time Olympics advertisers face controversy, waning viewership: Brands sponsoring the event are staying hushed to avoid upsetting domestic and international consumers.

US TV ad spending is now expected to decline by 15.0% this year to reach $60 billion, down from $70.59 billion in 2019.

TV ad spending in the US will decline by between 22.3% and 29.3% in H1 2020, about $10 billion to $12 billion less than expected. Our previous forecast, completed on March 6, 2020, called for a 2.0% increase for the full year.