Traditional TV Advertising - United States

  • United States
  • Ad spending in the Traditional TV Advertising market in the United States is forecasted to reach €54.88bn in 2024.
  • The market is expected to exhibit an annual growth rate (CAGR 2024-2029) of -3.46%, leading to a projected market volume of €46.01bn by 2029.
  • The average ad spending per TV Viewer in the Traditional TV Advertising market is anticipated to be €209.90 in 2024.
  • By 2029, the number of users in the Traditional TV Advertising market in the United States is estimated to be 269.3m users.
  • In the United States, the shift towards digital platforms is challenging the dominance of Traditional TV Advertising in the advertising market.

Key regions: Germany, Europe, Japan, United Kingdom, Australia

Comparaison de régions

Analyst Opinion

The Traditional TV Advertising market in United States is experiencing significant growth and development.

Customer preferences:
Customers in the United States still prefer traditional TV advertising as a primary source of information and entertainment. Despite the rise of digital platforms, television remains a popular medium for reaching a wide audience. Many consumers value the high production quality and immersive experience that traditional TV advertising offers. Additionally, television provides a sense of credibility and trustworthiness that is often lacking in digital advertising.

Trends in the market:
One of the key trends in the Traditional TV Advertising market in United States is the increasing use of targeted advertising. With advancements in technology, advertisers are now able to segment their audience and deliver more personalized messages. This allows for greater efficiency and effectiveness in reaching the desired target market. Advertisers are also leveraging data analytics to measure the impact of their TV campaigns and optimize their strategies. Another trend in the market is the integration of digital elements into traditional TV advertising. Advertisers are incorporating interactive features, such as QR codes and social media hashtags, to engage viewers and drive online interactions. This convergence of traditional and digital advertising creates a more holistic and integrated marketing approach.

Local special circumstances:
The United States has a highly competitive advertising market, with a wide range of TV networks and channels. This creates a diverse and fragmented landscape, where advertisers have the opportunity to target specific demographics and niche audiences. Advertisers in the United States also benefit from a large and affluent consumer base, which provides ample opportunities for brand exposure and revenue generation.

Underlying macroeconomic factors:
The strong economy of the United States plays a significant role in the growth of the Traditional TV Advertising market. A robust economy leads to increased consumer spending and business investments, which in turn drives demand for advertising. Additionally, the United States has a well-established advertising industry with a long history of innovation and creativity. This fosters a favorable environment for advertisers to experiment with new formats and strategies. In conclusion, the Traditional TV Advertising market in United States is thriving due to customer preferences for high-quality content, the integration of digital elements, a competitive advertising landscape, and a strong economy. These factors contribute to the continued growth and development of the market, making it an attractive platform for advertisers to reach their target audience.


Data coverage:

Data encompasses enterprises (B2B). Figures are based on traditional TV advertising spending and exclude agency commissions, rebates, production costs, and taxes. The market covers non-digital formats such as terrestrial TV, cable TV, satellite TV, and linear TV.

Modeling approach:

Market size is determined by a combined top-down and bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party reports, and survey results from our primary research (e.g., Consumer Insights Global Survey) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as GDP, population, media consumption, number of households with television, and consumer spending.


We use a variety of forecasting techniques, depending on the behavior of the market. For instance, the S-curve function is well suited to forecast digital products due to the non-linear growth of technology adoption, whereas exponential trend smoothing (ETS) is more suited for projecting steady growth in traditional advertising markets.

Additional notes:

Data is modeled using current exchange rates. The impacts of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice per year in case market dynamics change.

Vue d’ensemble

  • Ad Spending
  • Key Players
  • Analyst Opinion
  • Reach
  • Demographics
  • Global Comparison
  • Methodology
  • Key Market Indicators
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