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.

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.

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.

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?

Before the pandemic, linear addressable TV ad spending was soaring in the US, with annual growth rates of 50.7% in 2018 and 36.5% in 2019. But that spending increased by just 7.3% in 2020, amid advertising budget cuts in the TV industry.

For the 2021–2022 TV season, US upfront ad spending will bounce back to nearly pre-pandemic levels, if not to its 2018–2019 peak, according to our latest estimates.

On today's episode, we discuss Amazon's Q1 advertising performance, where its ad dollars are coming from, the retail media competitors to watch out for, and whether a fourth digital ad giant will emerge. We then talk about why TV networks aren’t prioritizing programmatic as they move into the world of streaming, Verizon's new digital out-of-home ads, and why Netflix might be preparing to venture into the video game universe. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Eric Haggstrom.

TV ad spending in the US reached its highest point ever in 2018, a year that featured the Winter Olympics and a midterm congressional election—except no one realized it was a peak at the time. Linear TV had been stagnating for several years, though in early March 2020, the combo of the Summer Olympics and a big presidential campaign season looked set to generate a record $72.00 billion in US TV ad spending that year.

Any buoyancy in ad spending seems to be driven by the IoT (Internet of Things). Within categories where ad spending was most drastically cut, digital-centric products and services were the catalyst for some firms increasing TV ad dollars.

MediaRadar found that video game titles had increased their overall ad spending by 60% between January 2020 and April 2020, while overall ad spending by mobile games was up 80% over the same period. Game console makers are not included in our definition of media and entertainment (but rather part of the computing products and consumer electronics industry).

Connected TV (CTV) advertising was a beneficiary of pandemic trends and remains one of digital advertising’s fastest-growing channels. Last year, linear TV decreased in importance to advertisers, as cord-cutting accelerated and more programmatic CTV inventory became available than ever before.

Linear Addressable TV: Targeted TV ads delivered on a home-by-home basis via cable, satellite, and telco boxes. It includes both linear and video-on-demand (VOD) ads delivered in this way but excludes CTV and OTT. Linear Programmatic TV: The use of software platforms to automate the buying or selling of linear TV advertising.

Video has driven investment in US digital advertising for several years, and the pandemic gave marketers more reasons than ever to shift ad spending from traditional linear TV—which was missing major league sports for much of last year, not to mention the Summer Olympics.

The only pay TV category with growing subscription revenues is the virtual multichannel video programming distributor (vMVPD) category. Also called skinny bundles, linear OTT, and virtual cable, vMVPDs are merely streaming products that digitally deliver linear TV programming as it’s aired. vMVPD subscription revenues will be $9.08 billion in 2021 and grow to $11.01 billion by the end of 2022.

This report features our latest forecast for UK ad spending, including breakouts by media, format, and company. It also examines how the pandemic affected the ad market last year, and how new dynamics may play out in the future.

By the numbers: Roku’s upfront success is a sure sign of CTV’s viability as an alternative to linear TV, as advertisers look to reroute their budgets to digital platforms. That trend is also represented in our forecasts:.