Linear TV consumption and daily reach have fallen from their pandemic highs but remain above their pre-COVID levels, according to data from smart TV devices from viewership data company Samba TV.
Why it matters
Although linear TV consumption and reach remain above pre-pandemic levels, advertising spend does not show the same recovery. WARC Data forecasts a 11% decline in investment between 2019 and 2021 in the United States and a 2% drop in the United Kingdom and Germany. Australia is the only country to see TV adspend grow, up 2% from 2019.