Traditional TV ad spending will plunge 15.0% in 2027, even as its audience declines only minimally. Sports and political advertising increasingly dictate TV’s fortunes, while broadcast, cable, and local TV face different challenges.

AI is fueling a banner year for global advertising, pushing digital spending to new heights despite economic and geopolitical stresses. Retail media is surging worldwide, while Meta and Amazon gain ground in the battle for ad dollars.

This benchmark covers how ad buyers can calibrate their TV and CTV ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

This benchmark covers how ad buyers can calibrate their total media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.​

Programmatic and addressable ad buying are both growing their share of the linear TV market. But the long-term picture for each is hampered by the overall decline of traditional TV.

Comcast leans on sports and Peacock in Q2: Live events still deliver outsized results, but long-term success depends on turning audiences into streaming users.

AI, sports partnerships, BNPL, Gen Alpha, and digital asset infrastructure will be top of mind for payment providers in H2 2026.

Media consumption is climbing again after years of slower growth, thanks partly to genAI. New forecasts reveal how AI, streaming video, live sports, and converged TV are reshaping how US adults spend their time—and driving more screen time in the process.

Live sports represent the last mass TV audience, driving a surge in sports TV ad spending. But ad prices are climbing as demand intensifies, forcing advertisers to face rising costs and limited inventory.

Global ad spending is accelerating again, despite geopolitical shocks. Digital is tightening its grip, even as traditional media gets a temporary boost from major events. The sources of growth are shifting across regions—and among platforms.

US ad market cools in March: The 2.8% gain trails February’s spike as energy shocks, tariffs, and fewer tentpole events curb spend.

Ad spending will surge in 2026 as AI-driven gains and a packed events calendar offset mounting economic strain. Social will lead the way as Meta overtakes Google in net revenues and the wider ad industry closes in on the half-trillion-dollar milestone.

Comcast rides sports lift: Super Bowl and Olympics drove 135% ad jump, masking modest core gains and proving live events anchor CTV dollars.

Its partnership with Major League Baseball will give it mass reach, but real value comes from extending TV moments into digital channels.

Live sports command major leverage; NBCUniversal is using scale and bundling to defend pricing power as sports rights costs surge and distribution fragments.

Latin America’s video market is hitting peak penetration as streaming dominates media time. Mobile-first behaviors, platform concentration, and the popularity of short-form video are reshaping media consumption habits.

Spotify sports podcast listening jumps 358% after games, outpacing pregame gains and opening a bigger ad window beyond live TV.