Ram Trucks was the No. 1 automotive brand by estimated TV ad spend in August 2023, surpassing Subaru, Chevrolet, Kia, and Jeep, per iSpot.tv as cited by MediaPost.
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| Oct 24, 2023
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| Oct 1, 2023
Source: Insider Intelligence | eMarketer
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| Sep 17, 2023
Source: MediaPost Communications; iSpot.tv
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| Sep 17, 2023
Source: MediaPost Communications; iSpot.tv
Political TV ad spending is growing, unlike overall TV ad spending. In 2024, political ad spending on TV will grow by 7.5% over 2020’s figure. This is a huge contrast to total TV ad spending, which will decrease by 1.9% over the same period. TV still makes up the bulk of political ad spending, representing 57.3% of the total in 2024 and more than double the amount spent on digital.
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| Feb 23, 2024
After declining 9.4% in 2023, the Olympics (and the election) will contribute to a 0.3% increase in US TV ad spend this year, reaching $60.56 billion. TV ad spend will once again start a yearslong decline next year, according to our October 2023 forecast. 4. Streamers are consolidating. If the last few years were defined by proliferation of streaming networks, the next few will see consolidation.
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| Mar 1, 2024
US TV ad spend will fall 8% this year, per our forecast. Its share of total media ad spend is also in decline as marketers turn to faster-growing formats such as connected TV (CTV) and retail media.
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| Jul 21, 2023
TV ad spend peaked much later. Radio ad spend peaked around 2007 at $19.63 billion, about twice the level we expect it will reach in 2028. TV’s ad spend rebounded from a 2009 trough to peak in 2018 at $72.40 billion. Spending has dropped since then; it will fall to $58.99 billion this year and decline more quickly in the coming years.
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| Apr 17, 2024
US TV ad spend growth is coming from connected TV (CTV) rather than linear. Linear ad spend will decline starting in 2025, according to our October 2023 forecast, while CTV ad spend will grow through the end of our forecast period in 2027. “Prime Video’s new ad tier will siphon money from linear TV ad budgets,” said our analyst Ross Benes.
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| Jan 29, 2024
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.
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| Jun 14, 2022
Following a few turbulent years, upfront TV ad spending will maintain momentum from last year.
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| May 31, 2022
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| Aug 6, 2023
Source: MediaPost Communications; iSpot.tv
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| Aug 6, 2023
Source: MediaPost Communications; iSpot.tv
By the end of our forecast period in 2027, TV ad spending will have reached its lowest level since 2009, when spending dropped precipitously during the recession. TV ad spending trends have turned from positive to negative. The compound annual growth rate (CAGR) for TV ad spending from 2023 to 2027 will be -1.9%.
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| Jun 1, 2023
US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023–2024 TV season, a downward revision of 5.0% from our previous forecast.
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| May 18, 2023
The industry hasn’t experienced three consecutive years of decreases in TV ad spending since we started tracking it in 2008. 4. Short video will face a reckoning as monetization problems persist and messaging grows. The platforms’ short-video craze will cool. Reels is now revenue-neutral, but reports hint that Meta is struggling to convince advertisers that Reels can drive performance.
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| Nov 28, 2023
On today’s episode, we discuss the relationship between video versus TV ad spend and time spent, what streaming services becoming more cost-conscious means for the space, what we can expect video measurement to look like this year, and more. Tune in to the discussion with our analyst Paul Verna.
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| Jan 11, 2023
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.
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| Apr 12, 2022
On today's episode, we discuss how Amazon's Thursday Night Football rights deal performed this year, the placement of sponsor logos on team uniforms, and superimposing digital logos around sports arenas. "In Other News," we talk about what we expect will happen to TV advertising in the US in 2023 and what to make of Nielsen One Ads now that it's here. Tune in to the discussion with our analysts Paul Verna and Max Willens.
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| Jan 30, 2023
On today's episode, we discuss the most interesting takeaways from Netflix's Q3 earnings, how much of a boost "Squid Game" gave them, and what the rest of the year has in store for the streaming giant. We then talk about whether TV and social media ad spending is inflated compared to their respective daily consumption and whether a single TV currency is possible. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Ross Benes.
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| Nov 2, 2021
We’ve lowered our US addressable linear TV ad spending forecast. Our 2023 forecast is now $1.80 billion, down from the previous estimate of $3.96 billion. The adjustment is retroactive going back to 2018, which we’ve lowered from $1.46 billion to $1.33 billion. We removed some digital inventory in our update.
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| Jun 21, 2023
On today's episode, we discuss whether watching TV with other people ruins the potential of targeted connected TV (CTV) ads, who's winning the CTV advertising race, and how CTV stacks up against traditional TV ad spending. "In Other News," we talk about Netflix's road map for video games and what to make of its 1 million user milestone for its ad tier. Tune in to the discussion with our analyst Paul Verna.
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| Apr 7, 2023
YouTube gains views on connected TVs: Our look at quarterly digital video trends also shows midterm elections are boosting local TV ad spending.
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| Jul 8, 2022
On today's episode, we discuss what to note about TikTok's ascent, how much time on social media is spent watching video, and the discrepancy between TV and connected TV ad spend. "In Other News," we talk about how Instagram Reels' engagement stacks up against TikTok's and whether ad-supported video-on-demand (AVOD) ad spending can overtake traditional TV ad spend by 2025. Tune in to the discussion with our analysts Jasmine Enberg and Paul Verna.
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| Sep 16, 2022
On today's episode, we discuss the major contributors toward digital advertising's growth this year, what the ceiling is for mobile ad spending's share of the total ad market, and whether TV ad dollars are actually on a downward trajectory. We then talk about Gen Z's ad preferences and the prospects for Apple Podcasts' in-app subscriptions. Tune in to the discussion with eMarketer senior forecasting analyst at Insider Intelligence Peter Vahle.
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| Nov 1, 2021