蘑菇AV

In June, just 20.9% of US TV ad spending appeared in new programming, which was a 10-percentage-point drop over the previous month, per Guideline. A July poll by CivicScience found 59% of US adults were likely to watch reruns on network TV. With empty slots in its fall lineup, CBS is airing 鈥淵ellowstone,鈥� which originally premiered on cable sister-channel Paramount Network.

More than half鈥�$5.03 billion鈥攐f TikTok鈥檚 $9.89 billion in 2022 revenues came from the US. If there鈥檚 a ban, those ad dollars will be looking for a new home. To see more of the US social video ad spending forecast, click here. Shorts and Reels must increase their ad options.

Facebook: The US ad market is revived amid global user growth. Facebook is off the mat and back to US growth. While Facebook鈥檚 role in Meta鈥檚 ad business had been undercounted until recently, its contributions to growth were mostly happening overseas. In Q2, that finally changed, with US ad spending on Facebook up 2%, the first YoY increase in four quarters, per Tinuiti data.

YouTube pause ads grow with smart TV rollout: As YouTube explores passive ad formats, it must balance ad revenue with audience satisfaction amid mixed reactions from users.

Streaming services struggle with ad delays and slates: Latency and unfilled ad slots frustrate viewers and impact the performance of streaming ads, decreasing brand recall and program enjoyment.

According to our February forecast, about 80% of US Prime Video viewers watch the service with ads, giving it a US audience of 130.4 million. Its aggressive push into the ad-supported market has forced major competitors to lower their CPMs.

Walmart wants in on CTV ad innovation: The retailer is partnering with Fubo as the inaugural partner of a new takeover ad format.

Amazon is still a powerful force in US retail ecommerce, and its marketplace model has matured over recent years. But growing competition has created some speed bumps, causing us to make small downgrades to our ratings for disruption and leverage.

US upfront/NewFront digital video ad spending will increase 28.0% to $12.49 billion this year, per our forecast. TV networks will continue to test alternative currencies, which could upend how audiences are measured. But no single alternative currency has stood out.

In fact, almost half of US agency and brand marketers who use AI or ML are leveraging it for targeting and measurement use cases, per Advertiser Perceptions. We鈥檒l see more ad tech vendors refocus their go-to-market strategy around AI as the Google-imposed deadline approaches. Here are some ideal testing grounds for AI and ML solutions:. Finding lookalike audiences without deterministic data.

Most US adults blame social for teens鈥� poor mental health. 蘑菇AV one-fifth of US adults said social media is 鈥渃ompletely鈥� responsible for rising depression among teens, and another third said social is 鈥渕ostly鈥� responsible, according to a February 2023 poll by YouGov. Just 12% of US adults said social plays no role in the highest depression rates ever recorded. Teens鈥� relationship to social?

KEY STAT: US upfront TV ad spending will fall during the 2023鈥�2024 season on a YoY basis and relative to our previous forecast, as the industry continues to veer toward digital programming. Upfront TV ad spending is trending downward. US upfront TV ad spending will fall by 3.6% to $18.64 billion for the 2023鈥�2024 TV season, a downward revision of 5.0% from our previous forecast.

After more than doubling its US ad revenues last year, TikTok will continue to siphon market share with the fastest growth rate of any platform鈥攂y a large margin. Marketers should recognize that:. TikTok is now a must-buy. That鈥檚 especially true if the goal is to reach younger consumers. Its penetration among US consumers ages 12 to 24 is outdone only by Snapchat.

YouTube's US TV share reaches record 9.7% in May: The platforms surpasses Netflix and dominates streaming鈥檚 market share with nearly 25%.

Bolstered by the growth of connected TV (CTV), programmatic will account for 92.1% of digital display ad spend and 89.4% of video ad spend in the US by 2025, according to 蘑菇AV鈥檚 December 2023 forecast. Advertisers are shifting their focus to premium, scalable supply, particularly in CTV, said Giuseppe La Rocca, vice president of enterprise at StackAdapt.

Prime Video's default ad-supported offering for 97.2 million US households and its competitive pricing drove significant revenue growth. Ads personalized according to extensive shopper data give Amazon a competitive edge over traditional networks and other streaming platforms. And unlike its competitors, Amazon ties ads to product sales, offering a unique value proposition to advertisers.

Impressive Q2 results for Alphabet: Google's search and YouTube ad revenues fuel substantial growth, highlighting the company's strategic focus on high-growth areas.

Streaming leader: Top streaming platform on US TV screens for 17 consecutive months, per Nielsen data cited by Pichai. Google subscriptions, platforms, and devices revenues: $9.3 billion, up 14.3% YoY, primarily driven by YouTube paid subscribers.

And Paul, thank you as ever for joining us. Paul Briggs (28:39):. Yep. Thanks, Bill. Bill Fisher (28:40):. And thanks to all of you for listening in today to Around the World, an eMarketer podcast. Tune in tomorrow for The Daily Show, hosted by Marcus. If you want to ask us any questions, you can, of course, email us at podcast@emarketer.com.

Zoom out: The rise of FAST channels has been a notable US trend as rising costs of subscription-based services lead consumers to alternatives. Services like Amazon's Freevee, Pluto, Tubi, and Roku have all experienced significant growth, making the Google TV network a timely addition for advertisers seeking to capitalize on this shift.