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.
Audio
| Nov 1, 2021
In June, just 20.9% of US TV ad spending appeared in new programming, which was a 10-percentage-point drop over the previous month, per Guideline. A July poll by CivicScience found 59% of US adults were likely to watch reruns on network TV. With empty slots in its fall lineup, CBS is airing “Yellowstone,” which originally premiered on cable sister-channel Paramount Network.
Report
| Sep 26, 2023
To view our CTV ad spending forecast, click here, and to view our TV ad spending forecast, click here. Who are the key players in CTV? As CTV advertising expanded, so did the number of companies with sizable CTV ad businesses. YouTube: On a gross basis, YouTube is the largest recipient of CTV ad dollars, set to take in nearly $6 billion in US CTV ad spending in 2023.
Report
| Jun 16, 2023
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| May 1, 2023
Source: eMarketer
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| Mar 29, 2023
Source: eMarketer
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| May 1, 2022
Source: eMarketer
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| May 1, 2022
Source: eMarketer
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| May 1, 2022
Source: eMarketer
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| May 1, 2022
Source: eMarketer
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| Mar 15, 2022
Source: eMarketer
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| Jun 12, 2023
Source: MediaPost Communications; iSpot.tv
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| Jun 12, 2023
Source: MediaPost Communications; iSpot.tv
While traditional TV ad spending will struggle for growth in the coming years, digital video will not. A portion of digital video spend will go to the nascent CTV space, but traditional broadcasters are also developing their own streaming services (with BVOD ad spend rising at a far faster rate than traditional TV spend). Overall, the advertising opportunity for CTV remains small.
Article
| May 27, 2022
In her quest to keep traditional TV ad dollars flowing, Yaccarino was outspoken about the dangers of social media content to brands, and she must now persuade advertisers that her warnings were overblown. Our Take: A new CEO was the only path forward for the company, as we noted in our Twitter 6 Months After Musk report.
Report
| May 18, 2023
Forecasts
| Feb 28, 2024
Source: Insider Intelligence | eMarketer
Forecasts
| Feb 28, 2024
Source: Insider Intelligence | eMarketer
Forecasts
| Feb 28, 2024
Source: Insider Intelligence | eMarketer
As Latin America’s digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time—and money—if they wish to maintain a competitive edge in today’s rapidly evolving business environment.
Report
| Mar 15, 2024
As US smart TV ownership climbs to 70.6%, Nielsen is leveraging larger, more diverse data sets to refine its audience measurement for the 2024–2025 TV season. This strategic enhancement aims to deliver more accurate and actionable audience segmentation to better support media stakeholders.
Article
| Mar 7, 2024
Forecasts
| Feb 28, 2024
Source: Insider Intelligence | eMarketer
On today's podcast episode, we discuss what the hell happened—and is happening—to online ads, whether the video streaming boom is officially over, the next big wearable category, what happens when the First Amendment collides with social media, what the world would look like if there were only 100 people, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood and analysts Ross Benes and Blake Droesch.
Audio
| Mar 8, 2024
The rise of OTT streaming and short video on social media has propelled a rapid increase in video advertising for most industries. Retail lagged far behind the average in video ad spending, but it has started to close the gap over the past five years.
Article
| Mar 8, 2024
On today's podcast episode, we discuss what comes after the end of search as we know it, what generative AI (genAI) is best at today, who the right partner for Paramount+ is, what Ikea's plans to save the mall entail, the most popular alcoholic drinks in the US, and more. Tune in to the discussion with our director of reports editing Rahul Chadha and analysts Ross Benes and Max Willens.
Audio
| Mar 1, 2024
Consumers today have access to a lifetime’s worth of TV content across a wide range of sources. On the surface, the fragmented nature of where content comes from can be challenging for media planning, but with a strong focus on time spent, it doesn’t have to be.
Article
| Feb 23, 2024
The 2024–2025 upfronts and NewFronts promise to be interesting. This year’s planning season will showcase the interplay between consumer preferences and TV viewing habits, underscoring the urgency for industry-wide innovation and flexibility.
Article
| Feb 22, 2024