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Traditional TV is still the most prevalent鈥攁nd effective鈥攎edium for getting healthcare ads in front of consumers, but we estimate that in 2024, US consumers will spend just over 8 hours per day with all digital media overall, on any device. Transparency and educating patients on how to use online information responsibly should help build trust.

Gen Z adults鈥� time spent with TikTok will approach their time spent with traditional TV. Many users in this age group watch movies and TV shows on TikTok, signaling that they view the app as an entertainment hub. TikTok is also trying to get more users to watch long-form video on the app. To view time spent on Instagram by user age, click here. To view time spent on TikTok by user age, click here.

The channel allows for hyper-specific targeting, and consumers report high ad relevance compared with traditional TV, making it a valuable vehicle for political advertising. TelevisaUnivision鈥檚 strong quarter was also helped by sports content. Hispanic audiences are highly engaged with sports, per a recent Nielsen report, and viewership of non-soccer sports leagues like the WNBA is climbing.

Why it matters: Much like NBCUniversal and WBD, Fox is restructuring to navigate the shift from traditional TV to digital and streaming platforms. By adopting a cross-portfolio model鈥攕imilar to NBCUniversal鈥檚 OnePlatform and Warner鈥檚 One WBD鈥擣ox aims to simplify ad buying while expanding reach and scalability for advertisers.

Baby boomers are still picking traditional TV over digital. While roughly 60% of baby boomers have adopted digital video, it falls far behind the 86.8% who continue to watch traditional TV (the opposite is true for Gen Zers). Among digital platforms, however, only YouTube ranks higher than Facebook, with a boomer penetration rate of 62.5% among internet users. What does it mean for advertisers?

Advertisers can squeeze these disclaimers鈥攚hile telling viewers where to get more information鈥攊nto a TV commercial or print ad more easily than on digital platforms. Pharma accounts for nearly 90% of the broader industry鈥檚 digital ad spending. Many Big Pharma companies spend billions of dollars to bring a new drug to the market.

Our take: Traditional TV and print remain important channels for healthcare and pharma advertisers whose target audience skews toward older patients. But marketers are devoting more of their ad spending budgets to digital, meaning they鈥檒l be pulling back from some traditional sources. 2. Connected TV (CTV). Nearly 90% of marketers will increase (52%) or maintain (37%) spending on CTV.

Younger consumers increasingly prefer creator content over TV, film: A Deloitte study indicates that advertisers need to rethink their strategies to remain competitive.

The decline of traditional TV viewership has been a boon for ad-supported growth. In 2024, more than 180 million US viewers will turn to ad-supported live video platform (e.g., Pluto TV, Tubi, The Roku Channel) and streaming services (e.g., Netflix, Hulu, Disney+). CTV platforms experimenting with shoppable media already have large ad-supported audiences.

Time spent with digital media is still climbing, but mainly in tandem with declining traditional media

TV time will drop by the exact same margin, showing the direct displacement CTV viewership has on traditional TV. The CTV viewership number is not the only milestone worth noting. CTV ad spending will shoot past the C$1 billion mark this year, up 5 times from five years ago.

Rx advertising surges on linear TV: We examine the top TV programs for drug ads and explore why pharma marketers are still investing in linear TV amid declining viewership.

Brazilian internet users spend more time than those in neighboring counties on PC/laptop/tablet, mobile, online TV/streaming, print press, online press, social/messaging, podcasts, and broadcast TV. In the latter category, Brazil ranks third in the Western hemisphere, behind the US (the global leader) and the UK. Brazil also leads Latin America in traditional TV viewing.

In the same period, TV time will decline by 41 minutes to 2:46. The ad spending gap is also narrowing. CTV accounted for less than 10% of traditional TV spending in 2019, but it鈥檒l be near 50% in 2024. This means the TV advertising market is settling into a pattern where ad spending tracks with time spent (as it logically should).

US adults are watching more CTV, but it hasn鈥檛 overtaken traditional TV鈥攜et. The average time spent per day watching traditional TV will drop 7.5% YoY in 2023 to 2 hours, 55 minutes (2:55). We expect that to erode further, to 2:40 in 2025. By contrast, US adults will watch CTV an average of 1:55 a day in 2023, increasing to 2:11 a day in 2025. Even older cohorts are losing interest in traditional TV.