Share of viewing time between cable and broadcast TV in the US fell to a combined 49.6% last month, according to Nielsen.

YouTube has a head start in CTV ad spending: Viewers and media companies are pivoting to digital, but spending shows YouTube is well in the lead.

Baby boomers make up the largest share of TV viewers, while 25- to 34-year-olds predominate CTV usage. Marketers increasingly plan their buys across these mediums to achieve their targeting goals.

Connected TV (CTV) ad spend in the US will pass $25 billion this year and continue to grow by double digits through the end of our forecast period in 2027. Even with a challenging market, the format is in decent shape.

The way advertisers think about TV is changing as it shifts from linear to ad-supported streaming. Here are three developments shaping TV ad measurement, streaming behaviors, and consumer targeting.

Retail media will stay ahead of connected TV (CTV) in US ad spending and close in on traditional TV this year, according to our forecast. Search overall, including paid search on retail media networks, will reach $108.48 billion in 2023.

The long goodbye for TV advertising: The longtime de facto ad channel kicked off a slow death that will take years to complete as digital channels claim the throne.

Next year, connected TV (CTV) ads will move from conception to creative to production faster. That’s according to Michael Hopkins, vice president of go to market at MNTN, who spoke this week on our “Behind the Numbers: The Daily” podcast.

“As TV takes on more elements of digital, institutional barriers around those centers of knowledge are being broken down, and TV and digital teams are being integrated,” said our analyst Evelyn Mitchell on our “Behind the Numbers: The Daily” podcast. But “institutional change takes time.”

Streaming hits a major milestone: Time spent streaming beat out broadcast and cable for the first time ever last month.

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.

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.

This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Warner Bros. Discovery could use its size to boost ad costs: Media powerhouse seeking higher prices for its content in initial upfront talks.

Much of the money exiting linear TV won’t go very far, partly because many Americans are shifting their behavior from one content source to another while using the same device.

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.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Despite marketers’ efforts with advanced programmatic and data targeting for video ads, consumers still find that they are more likely to be served a relevant ad on linear TV.

Growth estimates and the key near-term drivers for addressable, programmatic, and over-the-top TV.

In the first of a three-part series on digital video and TV, analyst Paul Verna breaks down the data on ad spending and subscription fees. When will digital video ad spend catch up with TV ad spend? How much subscription income is flowing into services like Netflix and Hulu?