[eMarketer] Has TV ad spending hit its peak in the US?

US spending on linear TV ads will peak this year at $68.35 billion, up from $65.66 billion in 2021. This figure will not surpass $68 billion again for the next four years, with TV ad spend dropping to $64.94 billion in 2026 as its share of total media ad spend decreases as well.

According to eMarketer , cord-cutting has left its mark on the US ad market. Less than half of US households will shell out for pay TV next year, down more than 10 percentage points from 2020. As viewers migrate to digital video, so will ad dollars: This year, US video ad spending will hit $76.20 billion, exceeding that of TV by about $8 billion and making up 22.0% of the overall ad market.

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