The glory days of linear TV advertising are gone, but TV advertising isn’t going away as much as it’s shifting from traditional pay TV services (cable, satellite, and telecom) to internet-delivered connected TV (CTV) programming. This transition will accelerate as digital platforms continue to scale and advertisers warm to the benefits of CTV advertising over traditional TV, which include better targeting and measurement options and the potential for interactivity, ecommerce, and attribution.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
KEY STAT: Despite small spikes in even-numbered years, US TV ad spending will track negatively through 2027—and likely thereafter.
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