Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

On today's episode, we discuss the most interesting takeaways from Netflix's Q3 earnings, how much of a boost "Squid Game" gave them, and what the rest of the year has in store for the streaming giant. We then talk about whether TV and social media ad spending is inflated compared to their respective daily consumption and whether a single TV currency is possible. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.

Linear Addressable TV. Before the pandemic, linear addressable TV ad spending was growing rapidly with growth rates of 50.7% in 2018 and 36.5% in 2019. But in 2020, amid ad spending pullbacks in the TV industry, linear addressable TV ad spending increased just 7.3%. Our complete estimates for US linear addressable and programmatic TV ad spending can be found in this report’s accompanying spreadsheet.

They care about trying all these different playbooks that allow them to optimize their TV spend and their advertising spend. Some of the fastest growth in terms of new ad dollars coming to TV was from D2Cs. So the agencies and the sell side had to adapt because they didn't necessarily have the tools and the transparency that a D2C player demanded.

On today's episode, we discuss how airlines, hotels, and vacation rental homes are recovering, and the ways in which travel might be changed forever. We then talk about the shift of ad dollars and viewers from connected TV to linear, TV makers that are staking their future growth on streaming ads, and how the vMVPD (skinny bundle) market is shaking out. Tune in to the discussion with eMarketer associate forecasting analyst Zach Goldner, director of forecasting Oscar Orozco, and senior forecasting analyst at Insider Intelligence Eric Haggstrom.

On today's episode, we discuss what to make of YouTube ad impressions moving over to TV screens, our connected TV ad spending estimates, and how to make TV ads more actionable. We then talk about what's driving Amazon's ad business, whether NBCUniversal can get primetime TV ad rates for slots on Peacock, and what impact Nielsen's new Podcast Ad Effectiveness+ solution will have. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

Meanwhile, linear TV ad spending will grow in 2021 and 2022 as part of a post-pandemic rebound, but it will start to trend downward in 2023. Barring a dramatic and unforeseen turnaround, we don’t expect linear TV to return to growth. It is a medium whose peak days are behind it. Targeting and attribution are keys to addressable advertising.

The gap between CTV and linear TV ad spending is closing because CTV is rapidly expanding while TV incrementally shrinks. In 2019, when we published our first-ever CTV advertising forecast, CTV ad revenues were about one-tenth of linear TV ad revenues. By 2025, CTV ad revenues will be more than half of linear TV’s.

These ad dollars indicate that a lot more YouTube viewing is now happening on TV screens—a trend that was accelerated by the increased amount of time spent at home during the pandemic. And, YouTube was already, according to our estimates, the largest CTV ad seller last year. What’s the catch?

These gains will be driven in large part by an ongoing audience migration from linear to connected TV (CTV), where advertisers are eager to reach audiences already consuming entertainment content.

Fox’s Tubi and ViacomCBS’ Pluto TV started several years earlier, as did the Roku Channel and virtual multichannel video programming distributors (vMVPDs) that deliver live TV under a hybrid subscription/advertising model. Disruption, Integration, and Leverage.

This deal—for one of the few linear TV broadcasts that consistently generate high ratings and attract the world’s largest brand advertisers—promises to be a watershed moment in the evolution of TV advertising.

We increased our viewer forecast for HBO Max and lowered it for virtual multichannel video programming distributors (vMVPDs). What to look for in Q4 2021:. Updated figures for time spent with media. In September, we published our first-ever estimates for AVOD viewers, free premium video streaming viewers, and YouTube CTV viewers.

In a recent survey, 58% of marketers said they’ve shifted budget from linear TV efforts to CTV, illustrating how marketing strategy and spending are changing to accommodate this burgeoning channel.

About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.

Connected TV (CTV) ad spend will reach $14.44 billion this year, up 59.9% from 2020.