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.

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.

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.

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.

With the upfront season in full swing, how can advertisers reach streaming audiences? Natalie Bastian, vice president of marketing at Tubi, and Rimma Kats, editorial director at eMarketer, discuss how incrementality in streaming can help bolster linear investments.

Ad-supported streaming is on the rise: New data shows ad-supported viewership was up compared with other OTT services in 2020, opening up more inventory for linear TV budget shifts—and that trend is likely to only continue in 2021.

The NFL ensures more touchdowns for streamers: A new set of 11-year rights deals will make more football available on streamers, but distribution will remain tied to linear TV for the time being.

Advertisers have never been under more pressure to prove ROI. Bob Ivins, chief strategy officer at cross-platform TV measurement firm TVSquared, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the remaining deficits in linear TV ad measurement, why it's important to standardize metrics and definitions across traditional and digital TV and video, and why advertisers need to pay attention to the right metrics for their campaign objective.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

eMarketer principal analysts Mark Dolliver and Nicole Perrin join junior analyst Blake Droesch, and vice president of content studio at Insider Intelligence Paul Verna to discuss the "minimigration" from major social networks to self-proclaimed "free speech" app Parler, targeted ads on network TV, the popularity of Starbucks mobile ordering, Netflix linear TV offering, The New York Times' digital milestone, how to travel to work at the speed of sound, and more.

Nonetheless, more respondents expected to increase their spending on OTT (42%) than on any other advanced TV option, including virtual multichannel video programming distributors (36%), data-driven linear TV (28%), and addressable linear TV (25%).

By 2024, eMarketer predicts that non-pay TV households will exceed the universe of linear pay TV households for the first time. Join us as Ethan Heftman, senior vice president, advanced advertising and digital sales of A+E Networks, discusses these industry trends and more with Geoff Ramsey, co-founder of eMarketer and chief evangelist of Insider Intelligence. Streaming: May 20, 2021. Time: 2pm ET.

This report reviews our final 2020 numbers and new 2021 forecast for US time spent with media, highlighting pre- and post-pandemic estimates and expectations. Special attention is paid to TV, connected TV, OTT, digital audio, and social media.

On today's episode, we discuss digital video: Where has video ad spending overtaken TV, what do the streaming wars look like in different countries, and how much has live sports migrated to digital platforms? Tune in to the discussion as eMarketer senior analyst Bill Fisher hosts principal analyst Karin von Abrams, senior analyst Paul Briggs, and research director at Insider Intelligence Matteo Ceurvels.

In 2020, digital video ad spending exceeded TV ad outlays for the first time in Canada. Digital video gained the most momentum of any format amid the pandemic last year, growing by 10.0% year over year (YoY). This includes both in-stream video formats (e.g., YouTube ads) and those outstream (ads appearing in social media feeds).