These days, more TV inventory is addressable than not. But even as streaming audiences expand and technology advances, fragmentation of inventory and data is proving a barrier to success for advanced TV advertisers.

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.

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

Virtual product placements are about to become big business: Both Amazon and NBCUniversal touted new ad units during the NewFronts.

NBCU is searching for new standards in video advertising: The network is challenging competitors and bringing new solutions across the fragmented industry.

Ad industry sees gaming as a growth opportunity amidst industry turmoil: Inaugural PlayFronts event focuses on how brands can gain new customers and revenue.

The advertising industry has yet to crack the code on cross-screen, cross-platform video measurement. This year, buyers will experiment with new and improved measurement solutions and a multicurrency upfront.

Peacock made audience gains as the streaming space gets more crowded.

Super Bowl LVI was a testing ground for post-pandemic norms: New measurements, brand partners, and languages made this year’s event crucial for advertisers.

This weekend’s Super Bowl sees legacy brands return and new players emerge: High consumer spending and TV ratings have both old favorites and new industries buying ad spots.

Long-time Olympics advertisers face controversy, waning viewership: Brands sponsoring the event are staying hushed to avoid upsetting domestic and international consumers.

Telemundo’s new streaming brand thins the barrier between English- and Spanish-language content: NBCUniversal and Comcast hope Hispanic viewers will turn Peacock’s luck around.

Hulu’s 2021 ad revenue outpaces competitors, but troubles loom: The streamer’s reliance on partners like NBCUniversal to provide content could hamstring further growth.

Nielsen makes big changes to how it measures TV audiences: Following loss of accreditation, the company’s revamp aims to make it simpler for advertisers to compare linear and digital performance.

About two-thirds of the US population are monthly connected TV (CTV) users. Young people are more likely to use CTV than older people. Four in 10 US senior citizens are CTV users—whereas CTV usage is about double that, more than 80%, among those ages 25 to 54.

Connected TV ad spending continues to expand substantially.

A standard currency for TV and digital is unlikely, despite buyers’ wishes: Media buyers want more connection between linear and streaming TV, and though individual networks are making strides, an industrywide solution is unlikely.

More video viewers turn to ad-supported video-on-demand (AVOD) and free streaming options.

Due to listener growth, advertisers no longer find digital audio advertising experimental.

BetterHelp is by far the biggest US podcast ad spender, laying out $35.7 million in the first seven months of 2021—more than twice as much as the next-largest advertiser, ZipRecruiter, which allocated $13.6 million.