Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

TV Year in Review: Advertising Remains Strong, but Road Ahead Is Murky

Despite the acceleration of cord-cutting, demand for TV advertising remains strong. In 2019, that demand was reflected in increased ad prices and a growing appetite for targeted TV ads.

Media Dynamics estimated that the average CPM for US primetime TV ads shown on broadcast stations that were sold during the Upfronts increased 13.2% to $36.19 during the 2019-2020 season. Cable CPMs increased 11.1% to $19.45 this year. Since 2016, broadcast and cable CPMs have increased by at least 8.0% per year.

Because TV companies have been consistently raising their prices, Upfront spending was once again strong this year. We estimate that total US ad spending at the TV Upfronts increased by 2.4% to $21.25 billion in 2019.

Addressable TV advertising also grew in 2019. We define addressable TV ads as targeted TV ads delivered on a home-by-home basis via cable and satellite boxes. We estimate that US addressable TV ad spending increased 37.0% to $2.00 billion in 2019. While addressable’s growth rate is nothing to scoff at, keep in mind that US TV advertising is a $70-billion-a-year industry. Therefore, addressable is just a small portion of it.

Addressable TV is typically constricted to the two minutes of ads per hour that the satellite and cable providers sell themselves. The rest of the inventory is sold by TV networks, and that inventory, which is the bulk of total TV inventory, is not addressable. At multiple advertising events this year, I heard panelists advocate for TV networks opening up to make more of their inventory addressable, and a few consortiums are trying to create momentum around that. But as it stands, addressable has considerable limits.

The strong demand for targeted ads and inventory sold in advance isn’t enough to reverse TV ad spending’s stagnation. However, 2020 will be a relatively bright year for TV ad sellers.

We estimate that US TV ad spending will grow 1.0% to $71.00 billion in 2020. That growth rate is small, but it is an improvement from the 2.9% decline that TV ad spending had in 2019.

In 2020, US TV ad spending will experience a bump because the presidential election and the Olympics will attract TV viewership, and advertisers will spend heavily around these events. But that lift will be short-lived. Following 2020, US TV ad spending will resume its descent, and TV’s share of total US media ad spending will drop from 29.4% in 2019 to 22.8% in 2023.