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TV advertising in the U.S. - statistics & facts

Television remains one of the most popular and effective advertising channels worldwide. Despite the ongoing digitalization of the advertising industry and the proliferation of online video streaming services, marketers are still embracing the potential of (linear) TV for brand promotion. In the United States, the leading advertising market worldwide, television is the second most profitable advertising medium behind the internet and accounts for approximately one-fifth of total U.S. media ad revenue. As of 2022, TV ad spending in the U.S. amounted to almost 67 billion U.S. dollars.

Top TV advertisers and the ongoing tug of war for contested ad space

Eight decades after the first commercial aired on U.S. television, ads have become integral to the TV viewing experience. On broadcast networks such as ABC, NBC, or FOX, primetime advertising times range from an average of 12 to 17 minutes per hour. While audiences are exposed to advertising messages daily, airtimes during top-rated TV shows, sports events, and awards ceremonies are particularly popular among U.S. marketers. This popularity has shot budgets up to new heights: in 2023, the average cost of a 30-second TV commercial during the Super Bowl reached a record seven million U.S. dollars. Another mammoth event for advertising, the Academy Awards raked in 139 million dollars in ad revenue in 2022 – with ABC reigning as the top TV advertiser of the night. Procter & Gamble was the country’s largest spender on both broadcast and cable network TV advertising, followed by a bevy of ad heavyweights, including Amazon and AT&T. When it came to the sectors that poured the most money into TV advertising, media and publishing took the cake, followed by healthcare and finance.

Targeting TV audiences in an ever-evolving multimedia space

As the (pay) TV landscape faces increased competition from over-the-top (OTT) media and other non-linear streaming alternatives, marketers have started to adapt their advertising strategies to the changes in viewing behavior and preferences. In 2022, U.S. spending on connected TV (CTV) advertising stood at 21.2 billion U.S. dollars, and according to the latest forecasts, this figure will more than double by 2026. CTV advertising allows brands to reach their audience on smart TVs and OTT devices, including streaming players or internet-enabled gaming consoles. Given CTV programmatic advertising’s ability to get to an estimated 78 percent of U.S. households and to enable more efficient audience targeting, marketers are increasingly focusing on non-linear video content consumption. Retail media ad spending on CTV devices is also enjoying a boom, with a growth of more than two billion dollars expected between 2022 and 2025.

CTV: merits and challenges

Considering that SVOD subscribers are also less likely to skip ads that are relevant to them, the benefits of placing ad-supported content in new and dynamic TV and video environments are becoming more visible than ever. Among audience-related benefits of CTV, four out of 10 marketers pointed out precision audience targeting. Conversely, marketers deemed measuring incremental reach across platforms and publishers the challenge most likely to affect CTV advertising.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Michele Majidi, Dec 18, 2023

Key insights

TV ad revenue worldwide
132bn USD
Media ad revenue in the U.S.
343.45bn USD
TV ad spend in the U.S.
60.38bn USD
Get more insights

Editor’s Picks Current statistics on this topic

Leading advertisers on cable TV networks in the United States in 2022, by ad spend (in million U.S. dollars)

Brands & Leaders

Largest advertisers on cable TV networks in the U.S. 2022

Distribution of connected TV (CTV) ad views in the United States from 2nd half 2020 to 1st half 2023, by device

Online Advertising

CTV ad views in the U.S. 2020-2022, by device

Average price for screening a 30-second commercial during the Academy Awards from 2002 to 2024 (in million U.S. dollars)

Traditional advertising

Advertising price during the Academy Awards broadcast 2002-2024

Further recommended statistics

Overview

6

Overview

Leading advertisers

5

Leading advertisers

Leading categories

6

Leading categories

Connected TV

10

Connected TV

Consumer attitudes

7

Consumer attitudes

Further reports

Get the best reports to understand your industry

Pay TV in the United States
Pay TV in the United States
Online TV in the United States
Online TV in the United States
Advertising consumption and perception in the United States
Advertising consumption and perception in the United States
Video advertising and marketing worldwide
Video advertising and marketing worldwide
Programmatic advertising in the United States
Programmatic advertising in the United States

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