CTV is expected to account for 18% share of total video ad spend (linear TV included) this year.
TV Advertising Articles
Additional categories: Advertising Trends | Creative & Formats | Customer-Centric | Data-driven | Digital | Non-mobile Connected Devices | Spending & Spenders | Television | TV Advertising | Video
Global Media Budgets and Perceived Effectiveness in 2022
Not surprisingly, marketers are most bullish about digital media budgets, and are also enthusiastic about their effectiveness.
What’s the Optimal Approach to Content-Led Advertising?
Advertisers think content-led campaigns are best for brand engagement, while agencies see the benefits of changing perceptions.
Advertisers Rate Their Most Effective Media Types Across Upper- and Lower-Funnel Goals
Digital video is perceived to be a strong performer, particularly in the early stages of the funnel.
OTC Healthcare Ad Spend to Keep Growing This Year and Next: Shift to Digital Continues
OTC brands are expected to allocate 49% of their ad budgets to digital by 2023.
Linear TV Enjoys Slight Bounce Back in the US
44% of respondents last year said they saw themselves watching linear TV in 5 years, up from 34% the year prior.
Digital Ad Spend Forecast to Double Linear TV This Year
Digital is expected to account for 55.5% of total global ad spend in 2022.
Humorous Ads Are on the Decline; Most Common on TV
Only one-third of ads across media incorporate some sort of humor.
![Super Bowl 2022 Data [Updated]](https://www.marketingcharts.com/wp-content/uploads/2022/02/AcuityAds-10-Most-Viewed-Super-Bowl-56-Video-Ads-Feb2022-300x168.png)
Super Bowl 2022 Data [Updated]
A look at Super Bowl viewership and advertising.
AVOD Viewership Continues to Rise
Nearly half of TV viewers use an AVOD service.
Programmatic Video Ad Spending Becoming Big Business
By 2023, spending on programmatic digital video is forecast to overtake spending on linear TV ads.
Advertisers Rank Video the Most Valuable Media Type in Accomplishing Their Goals
Agencies and marketers differ on the importance of linear TV vs. digital video.
CMOs: Tenure Remains Low; Women Constitute Majority for the First Time
Some 51% of CMOs at 100 of the most-advertised US consumer brands last year were women.
Top Activity Online? Entertainment
People spend more time accessing Entertainment content online than any other category.
What Do Marketers Think Is Most Important in Influencing Campaign Performance?
Data quality is a key component, but something that marketers are struggling with.
Marketers Making the Switch from Linear to Connected TV Faster than Agencies
Agencies are more likely than marketers to believe TV trumps digital video in importance.
Growth in CTV Budgets Commonly Coming at Expense of Linear TV
Close to 6 in 10 brands and agencies surveyed have shifted funds away from linear TV to support their CTV strategies.
Globally, TV Ad Prices Have Recovered Faster Than Expected
TV ad prices are expected to inflate by 6% globally.