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TV ADVERTISING

National Linear TV Ad Spend Spikes 12.52% In Q3 YoY

John Cassillo

• 1 min read
National Linear TV Ad Spend Spikes 12.52% In Q3 YoY
Photo by Amada MA / Unsplash

TV was in a state of upheaval during Q3 2023. But with production schedules back on track in 2024 following last year's work stoppages (plus the Olympics, of course), national linear TV saw major gains in estimated ad spend – according to data from iSpot.

  • Premium Q3 events like the Olympics fueled a spend uptick compared to 2023 – rising 12.52% YoY to $9.14 billion.
  • However, advertisers (not including networks and streaming services) saw TV reach reach decline by 4.66% YoY.
  • Major sporting events saw TV ad reach continue to grow, though. Along with the Olympics (delivered 2.88% of household TV ad impressions during Q3), the NFL and college football also grew their respective footprints year-over-year.