Growth in CTV advertising will offset the negative trend line in traditional TV. CTV ad outlays will more than double from 2022 to 2026 and equate to more than half of traditional TV’s by the end of that period. Together, these formats represent a converged ad market with double-digit annual growth through at least 2026. Ad measurement is forging a path toward a “post-Nielsen” era.
Upfront spending is flowing toward streaming services. Upfront CTV ad spending will grow by 34.6% to $6.41 billion this year. For context, that’s about how much we had predicted in our inaugural forecast would be spent on total CTV advertising in 2019.