Following two consecutive years of declining ad spend, TV is predicted to return to growth in 2024.
But, is Connected TV fueling that forecast from dentsu?
Some 2.9% growth for television is being forecast for next year, while Connected TV is forecast to experience a rapid 30.8% growth — almost twice as fast as 2023 growth (15.9%), as major video platforms launch or refine their ad offering, dentsu notes.
That said, 2025 and 2026 global forecasts for television are downbeat, with reduced year-over-year growth ahead.
Interestingly, Audio is poised to see global year-over-year ad growth, based on Dentsu forecasts.
And, it is the U.S. and Canada fueling this trend. “Advertising spend is expected to grow across all regions,” Dentsu says. “The Americas, the largest region in terms of ad spend, is forecast to overtake Asia-Pacific as the most dynamic with 5.8% growth in 2024, which is significantly greater than the 2.5% growth it experienced in 2023.”
With respect to quarter-by-quarter growth, Q3 2024 will be the hottest, supported globally by major sports events and domestically by a heated presidential campaign in the U.S.
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