TV advertising spending in the U.S. 2011-2027

Television advertising spending in the United States was projected to amount to 60.38 billion U.S. dollars in 2022, marking a decrease compared to the previous year. Spending was expected to continue decreasing over the next few years, before reaching an expected 54.74 billion in 2027. TV advertising landscape in the U.S.Television remains a leading source of news and entertainment throughout the United States. Even though the internet has long overtaken TV as the most invested-in advertising medium in the U.S., companies of all sizes still count on the power of (linear) television for marketing purposes. During the 2020-21 TV broadcast season, for example, brands were willing to pay nearly 800 thousand U.S. dollars for a 30-second spot during NBC’s Sunday Night Football, and even for not-sports-related programs, media buyers dig deep into their pockets. Reinventing TV advertising one match at a timeIn 2020, Procter & Gamble Co. was the largest advertiser on U.S. network television, with more than 900 million U.S. dollars in annual investments. The CPG giant that owns some of the world’s most popular cleaning and personal care brands, such as Braun, Gillette, and Pantene, has been a mainstay of the U.S. advertising scene for many decades. In 2021, the company reinvented its ad strategy by asking consumers to co-create a commercial via an interactive website. The 60-second spot that premiered during the Super Bowl (the biggest advertising event of the year) featured numerous P&G brands, characters such as Charmin’s Ultra Strong Bear, and celebrities such as Sofia Vergara.

美国电视广告支出预计在2022年将达到603.8亿美元，较上年有所下降。预计在未来几年内，支出将持续下降，并于2027年达到预期的547.4亿美元。在美国，电视广告领域依然是新闻和娱乐的主要来源。尽管互联网早已超越电视成为美国广告投入最多的媒体，但各大小企业仍将线性电视的力量视为市场营销的基石。以2020-21年的电视广播季为例，品牌愿意为美国广播公司（NBC）周日夜间足球比赛的30秒广告位支付近80万美元，即使是与体育无关的节目，媒体买家也毫不犹豫地掏出钱包。逐场革新电视广告，每一次创新都为电视广告注入新的活力。2020年，宝洁公司（Procter & Gamble Co.）是美国电视网络广告的最大广告商，年度广告投资超过9亿美元。这家拥有全球最受欢迎的清洁和个人护理品牌，如博朗（Braun）、吉列（Gillette）和潘婷（Pantene）的CPG巨头，多年来一直是美国广告领域的常客。2021年，该公司通过建立一个互动网站，邀请消费者共同创作广告，从而革新了其广告策略。在当年超级碗（年度最大广告活动）期间首播的60秒广告中，展示了众多宝洁品牌、如查理姆（Charmin）的超强熊角色以及索菲亚·维加拉（Sofia Vergara）等名人。