2023-2027 Traditional TV spending will fall by 4.4 Billion. Same Time CTV will grow by 15.8 Billion
Ad spending on Traditional TV and CTV, a tale of divergent paths.
I try to do an hour of research every morning on CTV & Streaming, MarTech, DSP &SSP, Advertising & Marketing, Video, Digital Iinteractivity and more.
I definitely have some sources that I like better than others. I do like Insider Intelligence, the Lichtman Research Group, Statista, Marketing Charts, Pew Research, and a few more. Clearly, I do CTV for a living, but it's not just work to me it's actually fun. I am always fascinated when I see a monumental shift in consumer behavior. I am typically more flabbergasted at how slow businesses tend to react. How in the world is Tesla beating Ford, Toyota, GM... in electric vehicles.
In advertising, budgets follow eyeballs. The challenge is budgets move much slower than consumer activity. That said they still are moving.
I just read a great article from Insider Intelligence https://bit.ly/47BALLg that a friend shared with me, thank you David. This article forecasted Traditional TV and CTV Spend 2023-2027 as well as other CTV benefits. It's a good article and quick read worth your 5 minutes.
If you want the summary from 2023 to 2027 Traditional TV spend will fall. During this same time. The CTV spend will increase by 163%.