TV Ad Spending 2022

Linear and Connected TV Are Winding Toward Convergence

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About This Report
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.
Table of Contents

Executive Summary

There’s no mistaking the trend line of US linear TV advertising for anything other than what it is: a picture of an industry that peaked several years ago and is now in decline. With viewership and spending levels dropping virtually every year, TV advertising is riding into the sunset.

However, that glass-half-empty view obscures a more important reality: The 30-second spots that have epitomized TV advertising are actually thriving thanks to an explosion of connected TV (CTV) viewing. In that sense, TV advertising is not actually in decline, but simply in transition from traditional to digital distribution channels.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How much will US marketers spend on traditional TV advertising in the next four years, and how will spending levels correlate with audience size?
  2. As the linear TV picture slowly fades, what does the future of TV advertising look like?
  3. How will measurement changes and macroeconomic conditions affect TV ad spending?

WHAT’S IN THIS REPORT? Our latest forecasts for US linear TV ad spending, including addressable, programmatic, and upfront investments. Plus, a look at measurement and the relationship between traditional and connected TV.

KEY STAT: US TV ad spending will grow to $68.35 billion in 2022 but will trail downward over the coming years, except for a slight bump in 2024 due to the presidential election and Summer Olympics.

Here’s what’s in the full report

3files

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15charts

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14expert perspectives

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    Table of Contents

    1. Executive Summary
    2. Key Points
    3. Macroeconomic Conditions and Market Uncertainty
    4. TV Ad Spending and Viewing Trends
    1. Expect TV Ad Prices to Rise
    2. New Alliances Working for a Post-Nielsen Era of TV Ad Measurement
    3. Insider Intelligence Interviews
    4. Read Next
    1. Sources
    2. Media Gallery

    Interviewed for This Report

    Vicky Chang
    Tatari
    Senior Director, Media
    Interviewed April 20, 2022
    Sean Cunningham
    VAB
    CEO and President
    Interviewed May 4, 2022
    Carrie Drinkwater
    Mediahub Worldwide
    Chief Investment Officer
    Interviewed April 11, 2022
    Erin Firneno
    Advertiser Perceptions
    Vice President, Business Intelligence Operations
    Interviewed April 20, 2022
    Diana Horowitz
    fuboTV
    Senior Vice President, Advertising Sales
    Interviewed April 19, 2022
    Eric John
    Interactive Advertising Bureau (IAB)
    Vice President, Media Center
    Interviewed April 19, 2022
    Jesse Judelman
    Vevo
    Senior Vice President, Sales, Americas
    Interviewed April 13, 2022
    Adam Monaco
    The Walt Disney Co.
    Executive Vice President, Disney Advertising Sales
    Interviewed May 4, 2022
    Dave Morgan
    Simulmedia
    Founder and CEO
    Interviewed April 6, 2022
    Michael Perlman
    TVision
    Chief Revenue Officer
    Interviewed April 14, 2022
    Chris Pizzurro
    Canoe Ventures
    Senior Vice President, Global Sales and Marketing
    Interviewed April 27, 2022
    Jes Santoro
    Cadent
    Senior Vice President, Advanced TV and Video
    Interviewed April 5, 2022
    Kristina Shepard
    Roku
    Head of Agency Partnerships and National Brand Team Lead
    Interviewed April 20, 2022
    Catherine Walstad
    Marketing Architects
    Vice President, Media
    Interviewed April 13, 2022

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    authors

    Paul Verna

    Contributors

    Ross Benes
    Senior Analyst
    Evelyn Mitchell
    Analyst, Digital Advertising & Media
    Chuck Rawlings
    Senior Researcher