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US linear and connected TV ad spend to rise in 2024
23 October 2023
US linear and connected TV ad spend to rise in 2024
TV & Connected TV planning & buying United States Advertising expenditure & forecasts

Linear and connected television (CTV) will enjoy ad spend growth in the US next year, according to forecasts from WARC.

Why TV ad spend matters

Television remains a core element of the advertising mix, whether that involves trying to reach linear audiences watching sporting events or targeting more granular viewer segments using data-driven CTV ads.

Takeaways
  • WARC projects that ad expenditure for linear TV will rise by 7.8% on an annual basis to $57.8bn next year, measured against an 8.1% year-on-year decline expected in 2023.
  • Connected television will see a greater uptick of 11.6% to $16.6bn in 2024, extending on...

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