Press release
Global TV Ad Spending to Reach $353.08 Billion by 2032, Growing at 5.2% CAGR
TV Ad spending market
The TV Ad spending market [https://www.coherentmarketinsights.com/market-insight/tv-ad-spending-market-6198] size is estimated at USD 247.61 Bn in 2025 and is expected to reach USD 353.08 Bn by 2032, exhibiting a compound annual growth rate (CAGR) of 5.2% from 2025 to 2032. The global TV advertising market has traditionally been a central pillar of the advertising industry, valued for its extensive reach and long-standing influence. For decades, businesses dedicated substantial portions of their marketing budgets to television, capitalizing on its ability to broadcast brand messages to broad and diverse audiences. Prime-time slots and the compelling combination of visuals and sound made TV ads a powerful tool for storytelling and consumer engagement. However, the rise of digital platforms, streaming services, and online video content has begun to disrupt this traditional model, challenging the dominance of TV ad spending.
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Global TV Ad Spending Market Key Takeaways
According to Coherent Market Insights (CMI), the global TV Ad spending market is poised to exhibit a CAGR of 5.2% during the forecast period, reaching USD 247.61 Bn in 2025 and USD 353.08 Bn by 2032.
Cable TV segment is expected to account for 68.4% of the global TV Ad spending market share in 2025.
North America is set to maintain its dominance, capturing nearly two-fifths of the global market share by 2025.
Asia Pacific, with an estimated market share of 28.1% in 2025, is anticipated to register fastest growth throughout the assessment period.
Rising Emphasis on Expanding Audience Reach Fuelling Market Growth
Coherent Market Insights' latest TV Ad spending market analysis outlines key factors spurring industry growth. One such major growth driver is the rising focus on expanding audience reach.
Businesses in the contemporary world are striving to connect with larger audiences and boost sales. One such effective way to achieve these goals is TV advertising.
TV Ads help companies to reach a broad and diverse audience effectively, especially during live events like sports and award shows. This is attracting more investments in TV advertisements, leading to steady growth of the TV ad spending market.
Adoption of Digital Advertising Hampering Growth of TV Ads Spending Market
The global TV ad spending market outlook appears promising as businesses seek to broaden their customer reach and boost sales. However, the move towards digital advertising might slow down market growth during the forthcoming period.
Digital platforms offer advertisers advanced targeting, real-time analytics, and cost-effective campaigns. This is making them more attractive compared to traditional TV ads.
Consumers in the modern world spend more time on streaming services, social media, and online video platforms. As a result, advertisers are increasingly reallocating budgets to digital channels, thereby limiting TV Ad spending market growth.
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Rise of Connected TV and Streaming Creating Growth Avenues
Streaming and connected TV (CTV) are becoming increasingly dominant forces in the television landscape and a critical component of modern advertising strategies. As of March 2025, streaming represented 43.8% of overall TV time in the U.S. This will present revenue streams for companies in the TV Ad spending market.
According to Nielsen' Annual Marketing Report, 56% of marketers globally are planning to increase their spending on OTT/CTV Ad spend in 2025. As a result, promising growth opportunities are on the horizon for the TV Ad spending industry.
Emerging TV Ad Spending Market Trends
Ongoing technological advancements, including AI-powered tools, are giving a big boost to the TV ad spending market. AI enables smarter audience targeting, programmatic buying, and cost-efficient campaign execution, helping advertisers create and deliver ads more effectively.
Mega live events, such as the Super Bowl, Olympics, and ICC Cricket World Cup, are significant drivers of TV ad spending. These events attract vast, engaged audiences as well as provide a prime platform for impactful brand storytelling.
Interactive and shoppable ads are gaining traction, especially on connected TV as well as OTT platforms. These ads allow viewers to engage with content and even purchase products directly from their screens.
Analyst's View
"The global TV Ad spending industry is set to experience moderate growth, owing to rise of connected TV and streaming, growing emphasis on expanding audience reach, increasing adoption of advanced targeting and measurement tools," said a senior analyst at Coherent Market Insights (CMI).
Current Events and Their Impact on the TV Ad Spending Market
Event
Description and Impact
CTV Scene-Level Targeting Innovation
* Description: In August 2025, Viant and Wurl launched scene-level targeting and measurement for premium FAST/CTV content.
* Impact: These innovations enhances ad relevance and precision, improving return on ad spend (ROAS) via emotional and thematic alignment.
Ongoing Sports Events
* Description: There is a rise in cricket and football competitions globally.
* Impact: This drives premium TV advertising rates and budget concentration in sports programming.
China-US Trade Relations and Tech Restrictions
* Description: Nations like U.S. and India imposed new restrictions on Chinese tech platforms, including a TikTok ban and tighter social media regulations.
* Impact: Such measures may redirect ad budgets from social media back to traditional and connected TV platforms, creating fresh opportunities for broadcasters.
Competitor Insights
Key companies in the TV Ad spending market report:
- Amazon
- Procter & Gamble
- Comcast
- General Motors
- AT&T
- Verizon Communications
- L'Oreal
- Ford Motor Company
- The Walt Disney Company
- Samsung Electronics
- Toyota Motor Corporation
- Unilever
- Alphabet Inc. (Google)
- Johnson & Johnson
- NBCUniversal (owned by Comcast)
Detailed Segmentation:
TV Ad spending Market Segmentation, By Delivery Platform:
* Cable TV
* Satellite TV
* Others
TV Ad spending Market Segmentation, By Time Slot:
* 20 Seconds
* 60 Seconds
* More than 60 Seconds
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Key Developments
In July 2025, Nielsen announced the launch of CTV coverage into its market-leading Ad Intel product in the United Kingdom. This new addition will allow marketers and advertisers to understand the media landscape so they can effectively plan campaigns.
In March 2025, Amazon Ads launched Complete TV to help advertisers plan and manage their streaming TV spend.
About Us:
Coherent Market Insights leads into data and analytics, audience measurement, consumer behaviors, and market trend analysis. From shorter dispatch to in-depth insights, CMI has exceled in offering research, analytics, and consumer-focused shifts for nearly a decade. With cutting-edge syndicated tools and custom-made research services, we empower businesses to move in the direction of growth. We are multifunctional in our work scope and have 450+ seasoned consultants, analysts, and researchers across 26+ industries spread out in 32+ countries.
Media Contact
Company Name: Coherent Market Insights
Contact Person: Mr Shah
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Address:Coherent Market Insights Pvt Ltd, 533 Airport Boulevard,
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Website: https://www.coherentmarketinsights.com/market-insight/tv-ad-spending-market-6198
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