Skip to main content

Screen Wars Thought Leader Interviews are also available on

SpotifyApple PodcastGoogle Podcast
State of the Screens

National TV Ad Revenue Was Flat During the 2017–18 Season, but Ad Loads Jumped 4%

By November 13, 2018No Comments

National TV ad spend on broadcast/cable was $45.5B during 2017–18 which was roughly the same as 2016–17 despite declining ratings.

YoY change in national TV ad spend according to Standard Media Index:
Cable — ↑ 3%
Broadcast — ↓ 4%
Total — ↓ 4%

YoY change in ad load for national TV:
Cable — ↑ 3%
Broadcast — ↑ 8%
Total — ↑ 4%

Flashback: Fed-Up Advertisers Stop Paying More for Smaller TV Audiences

Over the last 4 years:
1) TV Ratings ↓ 33%
2) TV Ad Prices ↑ 20%

$1.00 of impact 4 years ago now costs $1.79.

Quote from Dave Campanelli — Director of National Television @ Horizon Media:
“How many years can advertisers pay 10 percent over 10 percent over 10 percent — and just keep buying TV?” Campanelli asked — rhetorically, of course, because he had the answer. “You’re going to scare people away from the medium altogether, and it’s not like there aren’t big places to go spend your money in the digital world.”

More #1: Video advertising’s bright future and what you should be doing now

More #2: The Media Buyer’s Point of View on Change Management

More #3: Are Advertiser Media Mixes Stabilizing?

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.