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TV and Connected TV Ad Spending Forecasts H2 2023
Digital Growth Makes Up for Erosion on the Traditional Side
The gap between traditional and digital TV advertising is closing. As linear TV ad spending continues to dwindle, connected TV (CTV) is more than filling the void. The net result is healthy growth when we look at the combined TV and CTV market.
Key Question: How are TV and CTV ad spending performing, and what do those trends mean for ad buyers and sellers?
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Key Stat: Combined spending on TV and CTV will grow by over $12 billion between 2023 and 2027. All the growth will come from the digital side as linear TV continues to spiral.
authors
Paul Verna
Contributors
- Ross Benes
- Senior Analyst
- Vivian Dong
- Associate Forecasting Analyst
- Evelyn Mitchell-Wolf
- Senior Analyst, Digital Advertising & Media
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