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TV advertising revenues continue to grow at a healthy rate globally, with the $157.8bn generated in 2015 will increase to $195bn in 2021. Long-established TV players have innovated to counter threats from digital. In an important symbolic shift digital advertising, in all of its forms, overtook TV during 2015, as its revenues reached $158.9bn.


  • The time consumers devote to linear TV viewing will continue to fluctuate from market to market, although it will ultimately decline on a long-term basis as a result of audiences shifting to on-demand viewing on a variety of devices.

Features and Benefits

  • Analyzes the current status of the TV advertising market.
  • Identifies what the TV advertising market needs to do to cope with changes in viewing habits.

Key questions answered

  • Is the ad-free model promoted by Netflix reducing public tolerance for advertising?
  • Are ratings agencies adequately capturing developments in viewing habits as audiences flit between devices, services, and distribution technologies?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

Market dynamics

  • Digital advertising comes to the fore, but TV ad revenue remains strong
  • TV continues innovation to deprive digital of a USP

Market outlook

  • New metrics to capture TV innovations begin to emerge


  • Methodology
  • Further reading
  • Author

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