The tv advertising market size has grown steadily in recent years. It will grow from $139.31 billion in 2025 to $145.04 billion in 2026 at a compound annual growth rate (CAGR) of 4.1%. The growth in the historic period can be attributed to expansion of television viewership reach, strong brand trust in tv advertising, growth of national broadcast networks, increasing ad spend from large enterprises, established measurement standards.
The tv advertising market size is expected to see strong growth in the next few years. It will grow to $178.96 billion in 2030 at a compound annual growth rate (CAGR) of 5.4%. The growth in the forecast period can be attributed to increasing convergence of tv and digital advertising, rising investments in connected tv platforms, expansion of programmatic tv buying, growing demand for measurable ad performance, increasing use of interactive tv formats. Major trends in the forecast period include increasing integration of data-driven media planning, rising adoption of addressable tv advertising, growing use of cross-screen campaign measurement, expansion of streaming platform advertising, enhanced focus on audience targeting accuracy.
The increased use of over-the-top (OTT) media services is expected to drive the growth of the TV advertising market. OTT platforms offer high reach and retention because video advertisements are 100% viewable and non-skippable. For example, on OTT platforms such as Netflix, Amazon Prime Video, and Disney+, advertisements are subscription-supported video-on-demand (SVOD) ads that cannot be skipped, ensuring full viewership by subscribers. OTT ad spending is projected to reach $2.373 billion in 2025, indicating rapid growth in advertising on streaming services. Therefore, the increased adoption of OTT media services is propelling the TV advertising market.
Leading companies in the TV advertising market are developing innovative solutions such as Connected TV (CTV) ads. CTV ads are video advertisements delivered via streaming services or apps on smart TVs, leveraging the growing popularity of streaming and digital consumption to provide a modern, engaging approach to television advertising. For instance, in September 2023, Microsoft, a US-based technology company, launched a new Video and Connected TV (CTV) ad product. Utilizing audience data, this feature enhances ad-serving opportunities and improves conversion rates by targeting high-value customers. Microsoft aggregates approved first-party data from multiple sources to precisely connect advertisers with their intended audience.
In June 2024, Verve Group SE, a Sweden-based advertising company, acquired Jun Group for $188.47 million. The acquisition expands Verve’s demand-side advertising business from roughly 10% of operations to about 30%, balancing its supply-side focus. Jun Group, a US-based company, specializes in mobile advertising technology, delivering video and rich media ads to consumers.
Major companies operating in the TV advertising market include Comcast Corporation, The Walt Disney Company, WPP plc, Publicis Groupe, Omnicom Group Inc, Cox Communications, Discovery Communications Inc., Vivendi SA, DENTSU INC., British Broadcasting Corporation, Ogilvy & Mather Worldwide Inc., Univision Communication, Sinclair Broadcast Group, Gray Television Inc., Leo Burnett Worldwide, Havas Worldwide India Private Limited, BBDO Worldwide Inc., McCann Worldgroup, MullenLowe Group, Saatchi & Saatchi, Sun TV Network, Droga5 LLC, The Richards Group, TV Today Network, Jacob Tyler Brand & Digital Agency, Gumas Advertising LLC, Daniel Brian Advertising, BayCreative Inc, INNOVATIVE PRODUCTION GROUP, ThreeSixtyEight, Division of Labor, THIEL, Anchour, R/Greenberg Associates, Anomaly Partners LLC, Deutsch Welle, Forsman & Bodenfors, M&C Saatchi Sport and Entertainment, Foote Cone & Belding Global, Crispin Porter + Bogusky, GSD&M Idea City LLC, 22squared, Goodby Silverstein & Partners
North America was the largest region in the TV advertising market in 2025. Western Europe was the second largest region in the global TV advertising market. The regions covered in the tv advertising market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the tv advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The TV advertising market consists of revenue earned by entities by providing services such as planning, developing, creating and managing advertisement and promotional activities in television. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
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The tv advertising market size is expected to see strong growth in the next few years. It will grow to $178.96 billion in 2030 at a compound annual growth rate (CAGR) of 5.4%. The growth in the forecast period can be attributed to increasing convergence of tv and digital advertising, rising investments in connected tv platforms, expansion of programmatic tv buying, growing demand for measurable ad performance, increasing use of interactive tv formats. Major trends in the forecast period include increasing integration of data-driven media planning, rising adoption of addressable tv advertising, growing use of cross-screen campaign measurement, expansion of streaming platform advertising, enhanced focus on audience targeting accuracy.
The increased use of over-the-top (OTT) media services is expected to drive the growth of the TV advertising market. OTT platforms offer high reach and retention because video advertisements are 100% viewable and non-skippable. For example, on OTT platforms such as Netflix, Amazon Prime Video, and Disney+, advertisements are subscription-supported video-on-demand (SVOD) ads that cannot be skipped, ensuring full viewership by subscribers. OTT ad spending is projected to reach $2.373 billion in 2025, indicating rapid growth in advertising on streaming services. Therefore, the increased adoption of OTT media services is propelling the TV advertising market.
Leading companies in the TV advertising market are developing innovative solutions such as Connected TV (CTV) ads. CTV ads are video advertisements delivered via streaming services or apps on smart TVs, leveraging the growing popularity of streaming and digital consumption to provide a modern, engaging approach to television advertising. For instance, in September 2023, Microsoft, a US-based technology company, launched a new Video and Connected TV (CTV) ad product. Utilizing audience data, this feature enhances ad-serving opportunities and improves conversion rates by targeting high-value customers. Microsoft aggregates approved first-party data from multiple sources to precisely connect advertisers with their intended audience.
In June 2024, Verve Group SE, a Sweden-based advertising company, acquired Jun Group for $188.47 million. The acquisition expands Verve’s demand-side advertising business from roughly 10% of operations to about 30%, balancing its supply-side focus. Jun Group, a US-based company, specializes in mobile advertising technology, delivering video and rich media ads to consumers.
Major companies operating in the TV advertising market include Comcast Corporation, The Walt Disney Company, WPP plc, Publicis Groupe, Omnicom Group Inc, Cox Communications, Discovery Communications Inc., Vivendi SA, DENTSU INC., British Broadcasting Corporation, Ogilvy & Mather Worldwide Inc., Univision Communication, Sinclair Broadcast Group, Gray Television Inc., Leo Burnett Worldwide, Havas Worldwide India Private Limited, BBDO Worldwide Inc., McCann Worldgroup, MullenLowe Group, Saatchi & Saatchi, Sun TV Network, Droga5 LLC, The Richards Group, TV Today Network, Jacob Tyler Brand & Digital Agency, Gumas Advertising LLC, Daniel Brian Advertising, BayCreative Inc, INNOVATIVE PRODUCTION GROUP, ThreeSixtyEight, Division of Labor, THIEL, Anchour, R/Greenberg Associates, Anomaly Partners LLC, Deutsch Welle, Forsman & Bodenfors, M&C Saatchi Sport and Entertainment, Foote Cone & Belding Global, Crispin Porter + Bogusky, GSD&M Idea City LLC, 22squared, Goodby Silverstein & Partners
North America was the largest region in the TV advertising market in 2025. Western Europe was the second largest region in the global TV advertising market. The regions covered in the tv advertising market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the tv advertising market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.
The TV advertising market consists of revenue earned by entities by providing services such as planning, developing, creating and managing advertisement and promotional activities in television. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.
The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).
The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.
This product will be delivered within 1-3 business days.
Table of Contents
1. Executive Summary
2. TV Advertising Market Characteristics
3. TV Advertising Market Supply Chain Analysis
4. Global TV Advertising Market Trends and Strategies
5. TV Advertising Market Analysis of End Use Industries
7. Global TV Advertising Strategic Analysis Framework, Current Market Size, Market Comparisons and Growth Rate Analysis
8. Global TV Advertising Total Addressable Market (TAM) Analysis for the Market
9. TV Advertising Market Segmentation
20 Seconds, 60 Seconds, More Than 60 Seconds
10. TV Advertising Market Regional and Country Analysis
11. Asia-Pacific TV Advertising Market
12. China TV Advertising Market
13. India TV Advertising Market
14. Japan TV Advertising Market
15. Australia TV Advertising Market
16. Indonesia TV Advertising Market
17. South Korea TV Advertising Market
18. Taiwan TV Advertising Market
19. South East Asia TV Advertising Market
20. Western Europe TV Advertising Market
21. UK TV Advertising Market
22. Germany TV Advertising Market
23. France TV Advertising Market
24. Italy TV Advertising Market
25. Spain TV Advertising Market
26. Eastern Europe TV Advertising Market
27. Russia TV Advertising Market
28. North America TV Advertising Market
29. USA TV Advertising Market
30. Canada TV Advertising Market
31. South America TV Advertising Market
32. Brazil TV Advertising Market
33. Middle East TV Advertising Market
34. Africa TV Advertising Market
36. TV Advertising Market Competitive Landscape and Company Profiles
37. TV Advertising Market Other Major and Innovative Companies
40. TV Advertising Market High Potential Countries, Segments and Strategies
41. Appendix
Executive Summary
TV Advertising Market Global Report 2026 provides strategists, marketers and senior management with the critical information they need to assess the market.This report focuses tv advertising market which is experiencing strong growth. The report gives a guide to the trends which will be shaping the market over the next ten years and beyond.
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Description
Where is the largest and fastest growing market for tv advertising? How does the market relate to the overall economy, demography and other similar markets? What forces will shape the market going forward, including technological disruption, regulatory shifts, and changing consumer preferences? The tv advertising market global report answers all these questions and many more.The report covers market characteristics, size and growth, segmentation, regional and country breakdowns, total addressable market (TAM), market attractiveness score (MAS), competitive landscape, market shares, company scoring matrix, trends and strategies for this market. It traces the market’s historic and forecast market growth by geography.
- The market characteristics section of the report defines and explains the market. This section also examines key products and services offered in the market, evaluates brand-level differentiation, compares product features, and highlights major innovation and product development trends.
- The supply chain analysis section provides an overview of the entire value chain, including key raw materials, resources, and supplier analysis. It also provides a list competitor at each level of the supply chain.
- The updated trends and strategies section analyses the shape of the market as it evolves and highlights emerging technology trends such as digital transformation, automation, sustainability initiatives, and AI-driven innovation. It suggests how companies can leverage these advancements to strengthen their market position and achieve competitive differentiation.
- The regulatory and investment landscape section provides an overview of the key regulatory frameworks, regularity bodies, associations, and government policies influencing the market. It also examines major investment flows, incentives, and funding trends shaping industry growth and innovation.
- The market size section gives the market size ($b) covering both the historic growth of the market, and forecasting its development.
- The forecasts are made after considering the major factors currently impacting the market. These include the technological advancements such as AI and automation, Russia-Ukraine war, trade tariffs (government-imposed import/export duties), elevated inflation and interest rates.
- The total addressable market (TAM) analysis section defines and estimates the market potential compares it with the current market size, and provides strategic insights and growth opportunities based on this evaluation.
- The market attractiveness scoring section evaluates the market based on a quantitative scoring framework that considers growth potential, competitive dynamics, strategic fit, and risk profile. It also provides interpretive insights and strategic implications for decision-makers.
- Market segmentations break down the market into sub markets.
- The regional and country breakdowns section gives an analysis of the market in each geography and the size of the market by geography and compares their historic and forecast growth.
- Expanded geographical coverage includes Taiwan and Southeast Asia, reflecting recent supply chain realignments and manufacturing shifts in the region. This section analyzes how these markets are becoming increasingly important hubs in the global value chain.
- The competitive landscape chapter gives a description of the competitive nature of the market, market shares, and a description of the leading companies. Key financial deals which have shaped the market in recent years are identified.
- The company scoring matrix section evaluates and ranks leading companies based on a multi-parameter framework that includes market share or revenues, product innovation, and brand recognition.
Report Scope
Markets Covered:
1) By Service Type: Terrestrial; Multichannel; Online2) By Delivery Platform: Cable Television; Satellite Television
3) By Broadcasting Services: Advertisement; Subscription
4) By Time Slot: 20 Seconds; 60 Seconds; More Than 60 Seconds
Subsegments:
1) By Terrestrial: Analog TV Advertising; Digital Terrestrial TV Advertising2) By Multichannel: Cable TV Advertising; Satellite TV Advertising
3) By Online: Streaming Service Advertising; Video on Demand Advertising
Companies Mentioned: Comcast Corporation; the Walt Disney Company; Paramount Global; Warner Bros Discovery Inc; Netflix Inc; Amazon.com Inc; Alphabet Inc; Fox Corporation; NBCUniversal Media LLC; British Broadcasting Corporation; Sinclair Broadcast Group Inc; Gray Television Inc; Sun TV Network Limited; TV Today Network Limited; Univision Communications Inc; TelevisaUnivision Inc; Roku Inc; Dish Network Corporation; Charter Communications Inc; Sky Group Limited
Countries: Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.
Regions: Asia-Pacific; South East Asia; Western Europe; Eastern Europe; North America; South America; Middle East; Africa
Time Series: Five years historic and ten years forecast.
Data: Ratios of market size and growth to related markets, GDP proportions, expenditure per capita.
Data Segmentation: Country and regional historic and forecast data, market share of competitors, market segments.
Sourcing and Referencing: Data and analysis throughout the report is sourced using end notes.
Delivery Format: Word, PDF or Interactive Report + Excel Dashboard
Added Benefits:
- Bi-Annual Data Update
- Customisation
- Expert Consultant Support
Companies Mentioned
The companies featured in this TV Advertising market report include:- Comcast Corporation
- The Walt Disney Company
- Paramount Global
- Warner Bros Discovery Inc
- Netflix Inc
- Amazon.com Inc
- Alphabet Inc
- Fox Corporation
- NBCUniversal Media LLC
- British Broadcasting Corporation
- Sinclair Broadcast Group Inc
- Gray Television Inc
- Sun TV Network Limited
- TV Today Network Limited
- Univision Communications Inc
- TelevisaUnivision Inc
- Roku Inc
- Dish Network Corporation
- Charter Communications Inc
- Sky Group Limited
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 250 |
| Published | January 2026 |
| Forecast Period | 2026 - 2030 |
| Estimated Market Value ( USD | $ 145.04 Billion |
| Forecasted Market Value ( USD | $ 178.96 Billion |
| Compound Annual Growth Rate | 5.4% |
| Regions Covered | Global |
| No. of Companies Mentioned | 21 |
