US TV Spending Forecast: Heading Toward a Converged Future
US linear TV ad spending will decline every year through 2026 except for a slight uptick in 2024. At the same time, connected TV (CTV) ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.
In this Meet the Analyst Webinar, Paul Verna, eMarketer’s principal analyst, explored the latest TV ad spending and viewership forecasts, as well as the opportunities for marketers seeking to reach audiences across fragmented viewing platforms.
This live discussion, made possible by Innovid, dives into the relationship between traditional and CTV, ad pricing pressures and new measurement approaches, the effect of macroeconomic conditions on the future of TV advertising.