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State of the Screens

Still Early Days for TV Ad Innovation

By March 5, 2019No Comments

TV ad spend per year according to eMarketer (YoY growth):
1)
2019P — $70.8B (↓ 2.2%)
2) 2020P — $71.2B (↑ 0.5%)
3) 2021P — $70.5B (↓ 1.0%)
4) 2022P — $69.8B (↓ 1.0%)
5) 2023P — $69.1B (↓ 1.0%)

Addressable TV ad spend per year (YoY growth):
1)
2016 — $760M (↑ 85%)
2) 2017 — $1.2B (↑ 61%)
3) 2018 — $2.1B (↑ 69%)
4) 2019P — $2.5B (↑ 23%)
5) 2020P — $3.4B (↑ 33%)

Flashback: Don’t Believe Everything You’ve Heard About Addressable TV Advertising

Television homes in U.S. according to IAB (% of total):
1) Addressable — 64.3M (54%)
2) Non-Addressable — 55.6M (46%)
3) Total — 119.9M

National TV ad spend share by targeting type according to eMarketer:
1) Age/Gender — 95%
2) Advanced TV/Audience — ≈ 3%
3) Addressable — 2%

The big question: If ≈ 50% of U.S. TV households can receive addressable advertising, then why does it make up only 2% of TV ad revenue?

Video: How Nielsen Ratings Work, and Why You Can’t Apply to Join the Company’s Panel

More #1: As Targeting Comes To TV, Digital’s Mistakes Loom Large

More #2: TechBytes with Allison Metcalfe, GM of LiveRamp TV, LiveRamp

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.

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