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Jon Lafayette

U.S. TV Ad Spending To Drop 5.1% to $52.3 Billion, GroupM Forecasts

GroupM CTV United States
Spending downturn.

Giant media buyer GroupM expects U.S. TV ad spending to fall 5.1% to $62.3 billion in 2024, excluding political ad spending, following a 5.2% decline in 2023.

Traditional TV spending is seen dropping 10.7 to $45.7 billion, while spending on connected TV advertising climbs 14.8% to $16.6 billion in 2024, getting a 26.6% share of TV ad dollars. 

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