Connected TV (CTV) has surpassed traditional TV in reach and continues expanding its lead. However, while CTV is closing the gap in total TV time spent, it still lags behind linear TV in ad spending and ad impressions, according to recent data from EMARKETER and Comscore.
Linear TV Still Commands More Viewing Time & Ad Spend
According to the latest EMARKETER forecast, linear TV will make up 54.2% of total TV time spent in 2024, compared to 45.8% for CTV. This classification considers CTV as part of digital video, which has already surpassed linear TV in total viewing time.
Although digital video ad spending was projected to overtake linear TV last year, CTV still trails in TV ad investment. In fact, linear TV currently accounts for 67.5% of combined TV ad spend, more than twice that of CTV (32.5%).
Globally, linear TV still commands more than 4x the ad spend of CTV, emphasizing its continued dominance in premium advertising.
Linear TV Generates 6x More Ad Impressions Than CTV
When it comes to actual ad time spent, linear TV is even more dominant. Comscore’s ESHAP analysis shows that 86.9% of total ad time still comes from linear TV, compared to just 13.1% from CTV. This means that linear TV generates about 6 times as many ad impressions as CTV—a crucial factor for advertisers seeking large-scale reach.
CTV’s Future Growth: What’s Next?
While CTV adoption continues to rise, its share of TV ad spending and impressions still has room to grow. With advancements in programmatic TV ad buying, audience targeting, and ad tech innovations, CTV will continue gaining ground.
At Blueprint, we help publishers and advertisers navigate the evolving TV ad landscape by optimizing programmatic CTV ad strategies, enhancing ad targeting, and maximizing revenue across both CTV and linear TV.
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