Linear TV and CTV Ad Spending Trends and Forecasts
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About This Report
Find out the latest trends in linear TV and connected TV ad pricing, spending, inventory, and more.
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Key Events Boost CTV’s Rapid Growth
In 2024, linear TV is expected to dominate political ad spend, with $7.06 billion USD forecasted. However, overall ad spending is expected to remain flat, supported by significant events like the US political elections. Meanwhile, connected TV (CTV) is rapidly growing, driven by increasing advertiser interest and higher ad revenues per viewer, now accounting for about one-third of total video ad spending.
Download the EMARKETER report, presented by StackAdapt, to get the latest insights on TV and CTV ad spending and what these trends mean for ad buyers and sellers.
CTV’s Political Ad Growth Beats All Other Formats
Political advertising skews towards traditional media, with linear TV being a clear favourite. However, CTV is leading the change. In the 2020 US political election, advertisers were just getting introduced to CTV. In 2024, more than $1.56 billion USD will be spent on CTV political ads, accounting for nearly half of all US digital political ad spend.
What You’ll Find Inside the Report
- Stats and insights on linear TV and CTV ad spend in 2024 and beyond.
- How CTV is leading the transition toward digital outpacing all other formats.
- How key events like political elections and the Olympics will help keep linear TV ad spend strong.
- Trends and forecasts on the shift to ad-supported streaming models.
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