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U.S. TV advertising - Statistics & Facts

Given the shift into more non-traditional avenues of promotion and marketing, television advertising is still a multi-billion-dollar industry, with modest growth in the years to come. In 2018, it has been projected that U.S. television advertising revenue will total 71 billion U.S. dollars, while by 2022 the forecasts see a modest increase to 74.9 billion U.S. dollars. Additionally, from 2016 to 2018, TV ad spending in the country was forecast to exhibit a slight year-on-year growth. In 2016, it was calculated to grow by 6.6 percent, while in 2018, the growth rate was estimated at 2.6 percent. When it comes to national television advertising - this sector has experienced a relatively upward trend in spending. By 2021, national TV ad spend was set to reach a total of 51.26 billion U.S. dollars, compared to 39.27 billion U.S. dollars a decade earlier.

In a study of popularity of marketing channels, TV ranked fifth with a 57 percent vote from U.S. marketers. Although its popularity wasn’t the highest relative to digital media, nevertheless in terms of profitability it held a strong position among other digital channels and formats. In fact, 71 percent of marketing professionals viewed TV advertising ROI as excellent or good, representing a higher result than e-mail marketing. What is more, given this relatively fair amount of popularity and a significant profitability assessment, it comes as no surprise that TV had the second highest result in terms of return on advertising spending - for every one dollar invested in TV ads companies could expect a return of 6.5 dollars.

Consumer opinions on TV advertising are somewhat divided. When asked about their attitude towards selected types of ads, 49 percent of respondents said they had a favorable opinion of TV advertisements, while 42 percent viewed them as unfavorable. Additionally, 52 percent of surveyed consumers believed TV advertising was helpful, while 38 percent stated the opposite, saying this format of advertising was not helpful. In gauging the effectiveness of television advertisements on consumer purchasing decisions, the majority of survey participants said they had purchased products after seeing a TV ad, compared to a third of respondents who hadn’t bought anything advertised on TV.

In the end, despite the growth of digital platforms, television still plays an important role in the advertising industry, for both consumers and advertisers, so it is unlikely this format will be abandoned anytime soon.

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TV advertising in the U.S.

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