TV advertising spending in the U.S. 2011-2027

Television advertising spending in the United States was projected to amount to 60.38 billion U.S. dollars in 2022, marking a decrease compared to the previous year. Spending was expected to continue decreasing over the next few years, before reaching an expected 54.74 billion in 2027.

TV advertising landscape in the U.S.

Television remains a leading source of news and entertainment throughout the United States. Even though the internet has long overtaken TV as the most invested-in advertising medium in the U.S., companies of all sizes still count on the power of (linear) television for marketing purposes. During the 2020-21 TV broadcast season, for example, brands were willing to pay nearly 800 thousand U.S. dollars for a 30-second spot during NBC’s Sunday Night Football, and even for not-sports-related programs, media buyers dig deep into their pockets.

Reinventing TV advertising one match at a time

In 2020, Procter & Gamble Co. was the largest advertiser on U.S. network television, with more than 900 million U.S. dollars in annual investments. The CPG giant that owns some of the world’s most popular cleaning and personal care brands, such as Braun, Gillette, and Pantene, has been a mainstay of the U.S. advertising scene for many decades. In 2021, the company reinvented its ad strategy by asking consumers to co-create a commercial via an interactive website. The 60-second spot that premiered during the Super Bowl (the biggest advertising event of the year) featured numerous P&G brands, characters such as Charmin’s Ultra Strong Bear, and celebrities such as Sofia Vergara.