The cost of linear TV advertising is set to accelerate rapidly this year while advanced TV inflation will remain subdued, according to the latest data for the United States from the World Federation of Advertisers.

Why it matters

Linear TV advertising is expected to grow 6.1% this year in the United States, the quickest growth in almost a decade. However, linear costs are rising rapidly and audiences are shifting to online viewing. These trends will likely accelerate budgets being reoriented to advanced TV advertising.

Takeaways

• Linear TV advertising costs rose 9.0% in the last three months of 2020, while advanced...