US TV ad spending will decline from next year through 2026 except for a slight uptick in 2024. At the same time, connected TV ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

US spending on linear TV ads will peak this year at $68.35 billion, up from $65.66 billion in 2021. This figure will not surpass $68 billion again for the next four years, with TV ad spend dropping to $64.94 billion in 2026 as its share of total media ad spend decreases as well.

Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.

Despite the stagnation of the traditional TV market, US TV screen advertising will grow by over $14 billion in the next four years. Viewing patterns are shifting toward digital as more Americans continue to cut the cord and move to connected TVs and streaming services.

Even though advertiser adoption of CTV surged, 58% of campaigns included 19 million or fewer impressions and reached just 3% (on average) of the more than 95 million US CTV households that Innovid reaches. Yes, plenty of advertisers are still getting their CTV legs by testing and experimenting. But for others, this is a terrific opportunity to play up broad reach. 5. Finesse frequency.

US linear TV ad spending will hit $68.35 billion this year and fall to $64.94 billion in 2026. Despite that decline, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion this year to more than $100 billion in 2026 due to the surge in CTV viewing.

Standard Media Index (SMI) estimated that in Q3 2021, OTT CPMs were 28% above those of linear TV in the US. These price increases in TV and CTV advertising are compounded by two key factors:. Inflation. In the US, it’s running at the fastest pace in four decades. The erosion of legacy identifiers.

Advertising uncertainty just got worse: A report found that 17% of ads on CTV devices air while TVs are off, costing advertisers $1 billion.

“Terrestrial radio represents $11 billion in ad spending in the US alone, and reaches three in four consumers.”. Digital audio, Benes notes, is another potential medium for price-conscious advertisers. Why it matters:. For advertisers, Warner’s moves could mean higher CPMs not just for inventory across its portfolio, but could raise prices across linear TV and streaming. If Warner Bros.

According to research from Kantar, projected US political ad spend for the 2022 midterm elections will reach $7.8 billion, with $1.2 billion of that amount spent on OTT and CTV ads. If you’ve not embraced this opportunity, let 2022 be the season to do so.

Canela.TV’s upcoming content includes a docuseries on a perilous immigrant trip to the US to a reality dating show in which the "abuela" (grandmother) chooses her grandchild's mate.