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TV advertising revenue in the U.S. 2018-2023
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TV advertising revenue in the U.S. 2018-2023
TV advertising revenue in the United States in 2018 and 2023 (in billion U.S. dollars)
by A. Guttmann,
last edited
Aug 9, 2019
It is expected that TV advertising revenue in the United States will grow from 71 billion U.S. dollars in 2018 to 72 billion in 2023. In comparison, global TV ad revenue is projected to increase from 173 billion U.S. dollars to 192 billion between 2018 and 2022.
Short history of TV commercials
Today, U.S. broadcast TV could not exist without advertising. It all began on July 1, 1941, when the first ever TV commercial aired on WBNT which belonged to NBC. Bulova, a watch manufacturer, paid a whopping nine U.S. dollars to have the 10-second-long commercial viewed by the four thousand TV households in New York that day. And so, the ‘America runs on Bulova’ ad made it into the history books. In the 1950s single sponsor programming was introduced, where a brand paid for an entire program and used that as a promotional vehicle. A decade later the previous format faded in favor of commercial breaks and multiple advertisers had their commercials aired in the short slot interrupting TV programs. Nowadays, it is argued that TV programming is being replaced by advertising time and many viewers indicate a willingness to pay more for commercial-free television.
Prominent TV advertising seasons
While TV commercials are with us every day, there are certain periods when advertisers double their efforts and investments in order to gain higher exposure. These periods are extremely lucrative to the industry, as ad revenues soar at that time and millions of dollars are generated during major sporting events like Super Bowl, or award ceremonies such as the Oscars or Grammys.
TV advertising revenue in the United States in 2018 and 2023 (in billion U.S. dollars)
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by A. Guttmann,
last edited
Aug 9, 2019
It is expected that TV advertising revenue in the United States will grow from 71 billion U.S. dollars in 2018 to 72 billion in 2023. In comparison, global TV ad revenue is projected to increase from 173 billion U.S. dollars to 192 billion between 2018 and 2022.
Short history of TV commercials
Today, U.S. broadcast TV could not exist without advertising. It all began on July 1, 1941, when the first ever TV commercial aired on WBNT which belonged to NBC. Bulova, a watch manufacturer, paid a whopping nine U.S. dollars to have the 10-second-long commercial viewed by the four thousand TV households in New York that day. And so, the ‘America runs on Bulova’ ad made it into the history books. In the 1950s single sponsor programming was introduced, where a brand paid for an entire program and used that as a promotional vehicle. A decade later the previous format faded in favor of commercial breaks and multiple advertisers had their commercials aired in the short slot interrupting TV programs. Nowadays, it is argued that TV programming is being replaced by advertising time and many viewers indicate a willingness to pay more for commercial-free television.
Prominent TV advertising seasons
While TV commercials are with us every day, there are certain periods when advertisers double their efforts and investments in order to gain higher exposure. These periods are extremely lucrative to the industry, as ad revenues soar at that time and millions of dollars are generated during major sporting events like Super Bowl, or award ceremonies such as the Oscars or Grammys.
- Show sources information
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- Release date
- June 2019
- Region
- United States
- Survey time period
- June 2019
- Supplementary notes
- *Forecast.
Source
- Show sources information
- Show publisher information
- Release date
- June 2019
More information
- Region
- United States
- Survey time period
- June 2019
- Supplementary notes
- *Forecast.
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Statistics on "TV advertising in the U.S."
- U.S. overview
The most important statistics
- TV advertising revenue in the United States in 2018 and 2023 (in billion U.S. dollars)TV advertising revenue in the U.S. 2018-2023
- Share of online TV in TV advertising revenue in the United States from 2012 to 2018Share of online TV in TV advertising revenue in the U.S. 2012-2018
- National primetime TV upfront ad sales in the United States from 2008/09 to 2019/20 season (in million U.S. dollars)National primetime TV upfront ad sales in the U.S. 2008-2020
- Upfront TV advertising spending in the United States in 2018/19 season, by category (in million U.S. dollars)Upfront TV advertising spending in the U.S. 2018/19, by industry
- Advertising spending vs. consumer time spent in the United States in 2018, by mediumMedia ad spend vs. time spent in the U.S. in 2018
- Return on advertising spending (ROAS) per dollar invested in the United States in 2018, by medium (in U.S. dollars)Ad spend ROI in the U.S. 2018, by medium
- Average ad time per hour of primetime national TV on broadcast networks in the United States in 1st quarter 2019 (in minutes. seconds) Average ad time per hour of primetime national TV on broadcast networks U.S. Q1 2019
- Average ad time per hour of primetime national TV on cable network groups in the United States in 1st quarter 2019 (in minutes. seconds)Average ad time per hour of primetime national TV on cable networks U.S. Q1 2019
- Ad prices
The most important statistics
- Leading TV shows on broadcast TV in the United States during the 2019/20 TV season, by cost of a 30-second spot (in U.S. dollars)Priciest shows for advertisers on broadcast TV in the U.S. 2019/20
- Average price for screening a 30-second commercial during the Academy Awards from 2002 to 2018 (in million U.S. dollars)Advertising price during the Academy Awards broadcast 2002-2018
- Average cost of a 30-second TV commercial during the Grammy Awards from 2010 to 2018 (in 1,000 U.S. dollars)Average cost of a TV commercial during the Grammy Awards 2010-2018
- Average cost of a 30-second commercial during the Golden Globes from 2010 to 2018 (in thousand U.S. dollars)Golden Globes: cost of a TV commercial 2010-2018
- Average cost of an upfront TV ad unit during NBA finals from 2014 to 2018 (in 1,000 U.S. dollars)NBA finals: upfront cost of a TV commercial 2014-2018
- Average cost of a 30-second TV commercial during the Super Bowl from 2003 to 2018 (in million U.S. dollars)Average cost of a TV commercial during the Super Bowl 2003-2018
- Largest spenders
The most important statistics
- Leading advertisers on broadcast network TV in the United States in 2018, by ad spend (in million U.S. dollars)Largest advertisers on broadcast network TV in the U.S. 2018
- Leading advertisers on cable TV networks in the United States in 2018, by ad spend (in million U.S. dollars)Largest advertisers on cable TV networks in the U.S. 2018
- Leading advertisers at the Academy Awards in 2018 (in million U.S. dollars)Leading advertisers at the Academy Awards 2018
- Advertising spending of largest Super Bowl advertisers in 2018 (in million U.S. dollars)Largest Super Bowl advertisers 2018
- Advertising spending of leading TV advertisers during the NCAA championship in 2018 (in million U.S. dollars)Leading TV advertisers during the NCAA championship 2018
- Leading TV advertisers in the United States from October 23 to 29, 2019, by weekly advertising spending (in million U.S. dollars)Estimated weekly TV ad spend of U.S. companies October 2019
- Categories
The most important statistics
- Leading TV advertising categories during the NCAA championship in 2018 (in million U.S. dollars)Leading TV advertising categories during the NCAA championship 2018
- Largest national TV ad categories in the United States in January 2017, by spending (in million U.S. dollars)Largest national TV ad categories in the U.S. 2017
- Leading automobile related products and brands advertised on TV in the United States in 4th quarter 2018, by number of ad occurrencesMost advertised automobiles on TV in the U.S. in Q4 2018, by ad count
- Leading beverages advertised on TV in the United States in 4th quarter 2018, by number of ad occurrencesMost advertised beverages on TV in the U.S. in Q4 2018, by ad count
- Leading pharmaceutical related products advertised on TV in the United States in 4th quarter 2018, by number of ad occurrencesMost advertised pharmaceuticals on TV in the U.S. in Q4 2018, by ad count
- Leading food related brands advertised on TV in the United States in 4th quarter 2018, by number of ad occurrencesMost advertised foods related brands on TV in the U.S. in Q4 2018, by ad count
- Leading products and services advertised on TV in the United States in 4th quarter 2018, by number of ad occurrencesMost advertised products & services on TV in the U.S. in Q4 2018, by ad count
- Programmatic/addressable
The most important statistics
- Programmatic television advertising spending in the United States from 2015 to 2020 (in billion U.S. dollars)Programmatic TV ad spend in the U.S. 2015-2020
- Share of TV advertising budgets spent programmatically in the United States in 2017 and 2018Share of TV advertising budgets spent programmatically in the U.S. 2017-2018
- Estimated number of addressable TV viewers in the United States in 2016 and 2018 (in millions)Number of addressable TV viewers in the U.S. 2016-2018
- Interactive, VoD and addressable TV advertising spending in the United States from 2010 to 2020 (in billion U.S. dollars)Interactive, VoD and addressable TV ad spend in the U.S. 2010-2020
- Addressable TV advertising spending in the United States from 2015 to 2020 (in billion U.S. dollars)Addressable TV ad spend in the U.S. 2015-2020
- Share of marketing professionals using addressable and data-enabled TV advertising in the United States as of January 2018Addressable & data-enabled TV adoption among U.S. advertisers 2018
- Consumer perceptions
The most important statistics
- Share of adults who pay attention to commercials in the United States as of April 2019Share of U.S. adults paying attention to commercials in 2019
- Share of adults who pay attention to commercials in the United States as of April 2019, by genderShare of U.S. adults paying attention to commercials in 2019, by gender
- Share of adults who pay attention to commercials in the United States as of April 2019, by age groupShare of U.S. adults paying attention to commercials in 2019, by age
- Share of adults who pay attention to commercials in the United States as of April 2019, by ethnicityShare of U.S. adults paying attention to commercials in 2019, by ethnicity
- Attitudes towards product placement in shows and movies in the United States as of June 2018Attitudes towards product placement in shows & movies in the U.S. 2018
- Share of consumers who made big purchases influenced by advertising seen in selected media in the United States as of October 2018Share of consumers who made big purchases influenced by advertising in the U.S. 2018
- Share of adults who would pay more for basic cable package not including any commercials in the United States as of April 2019Share of U.S. adults paying more for commercial-free basic cable in 2019
- Share of adults who would pay more for network cable package not including any commercials in the United States as of April 2019Share of U.S. adults paying more for commercial-free network cable package in 2019
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Statistics
- Ad revenue in U.S. broadcast television 2004-2013
- Gross advertising revenue of TV channels in Germany 2015
- Terrestrial TV ad revenue in South Korea 2016-2019, by type
- Gross TV advertising revenue in Norway 2015, by product category
- Mexico: TV ad revenue 2017-2018, by channel
- TV advertising revenue in Canada 2014-2018, by service
- Television advertising investment in France 2011-2014
- Television advertising revenue in Sweden from 2010-2019
- National and local TV ad spend 2015-2020
- Ranking of TV advertisers in Sweden 2016, by ad spending
- Air time revenue of U.S. television broadcasters 2010-2018
- Web TV advertising revenue in Sweden quarterly from 2015-2017
- ITV advertising revenue category distribution in the United Kingdom (UK) 2016
- O’Reilly Factor: ad revenue 2015-2016
- TV advertising revenue in China 2011-2020, by platform
- Moviegoers engagement with TV ads in the U.S. 2014
- Value of pay TV advertising market in Australia 2013-2022
- Trade magazine publishing revenue in Central & Eastern Europe 2009-2016, by source
- Personnel costs of advertising & market research sector in the Czech Republic 2008-16
- Value of TV broadcasters' advertising revenue in India 2013-2024
Statistics on "TV advertising in the U.S. - U.S. overview"
- TV advertising revenue in the U.S. 2018-2023
- Share of online TV in TV advertising revenue in the U.S. 2012-2018
- National primetime TV upfront ad sales in the U.S. 2008-2020
- Upfront TV advertising spending in the U.S. 2018/19, by industry
- Media ad spend vs. time spent in the U.S. in 2018
- Ad spend ROI in the U.S. 2018, by medium
- Average ad time per hour of primetime national TV on broadcast networks U.S. Q1 2019
- Average ad time per hour of primetime national TV on cable networks U.S. Q1 2019
- TV channels with most ads in the U.S. in Q4 2018, by ad count
Statistics on "TV advertising in the U.S. - Ad prices"
- Priciest shows for advertisers on broadcast TV in the U.S. 2019/20
- Advertising price during the Academy Awards broadcast 2002-2018
- Average cost of a TV commercial during the Grammy Awards 2010-2018
- Golden Globes: cost of a TV commercial 2010-2018
- NBA finals: upfront cost of a TV commercial 2014-2018
- Average cost of a TV commercial during the Super Bowl 2003-2018
Statistics on "TV advertising in the U.S. - Largest spenders"
- Largest advertisers on broadcast network TV in the U.S. 2018
- Largest advertisers on cable TV networks in the U.S. 2018
- Leading advertisers at the Academy Awards 2018
- Largest Super Bowl advertisers 2018
- Leading TV advertisers during the NCAA championship 2018
- Estimated weekly TV ad spend of U.S. companies October 2019
Statistics on "TV advertising in the U.S. - Categories"
- Leading TV advertising categories during the NCAA championship 2018
- Largest national TV ad categories in the U.S. 2017
- Most advertised automobiles on TV in the U.S. in Q4 2018, by ad count
- Most advertised beverages on TV in the U.S. in Q4 2018, by ad count
- Most advertised pharmaceuticals on TV in the U.S. in Q4 2018, by ad count
- Most advertised foods related brands on TV in the U.S. in Q4 2018, by ad count
- Most advertised products & services on TV in the U.S. in Q4 2018, by ad count
Statistics on "TV advertising in the U.S. - Programmatic/addressable"
- Programmatic TV ad spend in the U.S. 2015-2020
- Share of TV advertising budgets spent programmatically in the U.S. 2017-2018
- Number of addressable TV viewers in the U.S. 2016-2018
- Interactive, VoD and addressable TV ad spend in the U.S. 2010-2020
- Addressable TV ad spend in the U.S. 2015-2020
- Addressable & data-enabled TV adoption among U.S. advertisers 2018
Statistics on "TV advertising in the U.S. - Consumer perceptions"
- Share of U.S. adults paying attention to commercials in 2019
- Share of U.S. adults paying attention to commercials in 2019, by gender
- Share of U.S. adults paying attention to commercials in 2019, by age
- Share of U.S. adults paying attention to commercials in 2019, by ethnicity
- Attitudes towards product placement in shows & movies in the U.S. 2018
- Share of consumers who made big purchases influenced by advertising in the U.S. 2018
- Share of U.S. adults paying more for commercial-free basic cable in 2019
- Share of U.S. adults paying more for commercial-free network cable package in 2019
Further related statistics
- Ad revenue in U.S. broadcast television 2004-2013
- Gross advertising revenue of TV channels in Germany 2015
- Terrestrial TV ad revenue in South Korea 2016-2019, by type
- Gross TV advertising revenue in Norway 2015, by product category
- Mexico: TV ad revenue 2017-2018, by channel
- TV advertising revenue in Canada 2014-2018, by service
- Television advertising investment in France 2011-2014
- Television advertising revenue in Sweden from 2010-2019
- National and local TV ad spend 2015-2020
- Ranking of TV advertisers in Sweden 2016, by ad spending
- Air time revenue of U.S. television broadcasters 2010-2018
- Web TV advertising revenue in Sweden quarterly from 2015-2017
- ITV advertising revenue category distribution in the United Kingdom (UK) 2016
- O’Reilly Factor: ad revenue 2015-2016
- TV advertising revenue in China 2011-2020, by platform
- Moviegoers engagement with TV ads in the U.S. 2014
- Value of pay TV advertising market in Australia 2013-2022
- Trade magazine publishing revenue in Central & Eastern Europe 2009-2016, by source
- Personnel costs of advertising & market research sector in the Czech Republic 2008-16
- Value of TV broadcasters' advertising revenue in India 2013-2024
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