Linear TV’s shrinking ad share gets even smaller

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This year, 57% of US video ad spending will go to linear TV, a decline from 62% in 2021 and 71% in 2020. By comparison, ad spend share is increasing for connected TV (CTV) and other digital formats such as social video.

Beyond the chart: 2022 will be linear TV’s last year as the dominant ad channel in the US. For the first time, not only will its share of the ad market dip below 20%, but digital video will draw more investment, per our forecast. As CTV becomes synonymous with watching TV, ad buyers are preparing for the linear and CTV marketplaces to converge and approaching both channels with similar strategies.