TV advertising revenue in the U.S. 2018-2023

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

Revenue in billion U.S. dollars
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Sources

Release date

June 2019

Region

United States

Survey time period

June 2019

Supplementary notes

*Forecast.

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Statistics on "TV advertising in the U.S."

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