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TV Tech

Tom Butts

U.S. Ad Market Spend to Slow to 4.1% in 2024, Down from 5.7% in 2023

Stock.

According to GroupM’s year-end worldwide forecast, ad spending for TV in the U.S. is expected to fall 5.1% to $52.3 billion in 2024, excluding political ad spending, which is expected to reach a record $15.9 billion.

Ad spending on traditional TV in 2024 is expected to drop 10.7% to $45.7 billion. CTV, in comparison, is expected to see ad spending rise 14.8% to $16.6 billion, comprising 26.6% of all TV ad spends.

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