Before the pandemic, linear addressable TV ad spending was soaring in the US, with annual growth rates of 50.7% in 2018 and 36.5% in 2019. But that spending increased by just 7.3% in 2020, amid advertising budget cuts in the TV industry.
We expect TV ad spending to bounce back this year, which will help outlays on US linear addressable TV ads increase by 33.1% to $2.85 billion. By the end of our forecast period in 2023, linear addressable TV ad spending will surpass $4 billion annually.