In August, ad spending dropped for the third month in a row. But the outlook for spending isn’t so cut and dry. “If you start at that pre-pandemic point and you plot a curve to where we are now, we're actually not doing so badly,” our analyst Paul Verna said on a recent “Behind the Numbers” podcast.

Nearly a quarter of TV viewers no longer watch linear TV—they’re flocking to other options like ad-supported video-on-demand. Today’s advertisers must understand the nuances of the landscape to effectively reach customers.

There are a few ways to view the decline of the pay TV bundle. In our pay TV figures, we exclude vMVPDs, which deliver live TV over the internet. When viewed this way, pay TV will decline 7.2% this year to 66.4 million households. That figure will drop to 54.3 million households by the end of 2026.

Smart TVs are staring down a very different landscape: Hardware sales will recover this year as the industry addresses concerns about miscounting ads.

Banks’ continued investment in marketing, led by the sales of products and solutions to the mass affluent, signals sustained growth in digital ad spending on the heels of a historic snap back in budgets since the pandemic—despite a looming economic downturn.

In the US, digital retail media and the ecommerce channel are growing faster than any other major ad format except connected TV. This report analyzes our latest retail media forecast and examines the role market uncertainty could play in this space.

CTV spend will see a downturn after Roku’s Q2: Months of macroeconomic pains and murky CTV credibility hurt the sector’s ad spend.

On today's episode, we discuss why connected TV (CTV) is having its moment, what kinds of targeting capabilities exist, and what measurement metrics matter most. "In Other News," we talk about bringing "issue advocacy" segments to TV and what to make of Roku and Walmart teaming up to make streaming the next online shopping destination. Tune in to the discussion with Jeff Teng, vice president, business development at MNTN, and our analyst Evelyn Mitchell.

Beyond just advertising, Alphabet’s tech touches nearly everything. This report looks at 23 of its most important business areas, examining their maturity, disruption of the market, leverage over partners, integration with other products, and five-year outlook.

Learn how advertisers, publishers, and ad tech players operate in the programmatic marketplace that fuels over 90% of digital display ad spending.

Smart TVs are the most popular connected TV (CTV) device in the US, finding a home in 59% of households with these devices. Some 30% use Amazon Fire TV’s streaming sticks and boxes, while 28% use those of Roku.

A challenging market environment is complicating insurance CMOs’ already expanding role. Honing strategies that meet evolving consumer expectations can help CMOs maximize customer lifetime value and deliver profitable growth.

Come 2024, the number of cord-cutters and cord-nevers, at 138.1 million, will surpass the pay TV viewership, at 129.3 million, in the US. The gap will continue to widen as more people say goodbye to traditional cable, satellite, or telecom live TV services.

Amid TikTok’s meteoric rise, many marketers may be wondering whether YouTube is still relevant. The short answer is yes. But YouTube will need to carve its own niche in creators, commerce, and short video to stay relevant in 2022 and beyond.

Streamers poised to take greater share in US upfront market: Advertising dollars will flow to services such as Hulu, Peacock, Roku, and YouTube TV.

Advertising reacts to the uncertain economy: Ad spending will remain strong this year, but the challenges ahead are many.

Several forces are driving up costs per thousand on both linear and connected TV. On the linear side, audience levels have dropped at a faster rate than ad spending, so more dollars are chasing fewer viewers.

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

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.

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.