eMarketer: Advertisers Are Pulling Money From Linear TV

Key stat: 43% of US advertisers are pulling spend from linear TV to increase investment in programmatic connected TV (CTV) advertising, per November 2023 data from Proximic.

Beyond the chart:

• US linear TV ad spend will decline by 13.3% next year, while CTV ad spend will increase by 13.3%, according to our forecast. (2024 is an outlier for linear TV due to increased ad spend from the election and Olympics.)
• Programmatic advertising will account for 84.2% of the $32.09 billion going toward US CTV video ad spend in 2025, per our forecast.
• CTV is considered a “must-buy” for 69% of advertisers, according to a March 2024 study from the Interactive Advertising Bureau (IAB) and Advertiser Perceptions and Guideline.