Get the LoWDown: Q2 Marketplace Conditions Report
With Q1 drawing to a close, the Lockard & Wechsler Direct team is looking ahead. We’re excited to share key findings from our comprehensive Q2 Marketplace Conditions Report, where we reviewed trends across Total TV to help inform your strategies.
Total TV Viewership Grows
- • January TV usage increased 3.7% thanks to new original programming, upticks in news viewership and increases in NFL viewership*
• Linear TV maintains the lion’s share of viewership with 52%, while streaming represents 36%*
• The US population spends 12% of their average day consuming Linear TV†
• Adults 35+ are spending the most time with Linear TV with an average of more than 4 hours per day†
Increased Ad Spend Anticipated in a Political and Olympic Year
- • TV station advertising will rise 14% to $24.8 billion this year‡
- • CTV ad spend experiences growth with a 22.4% increase for 2024 and an anticipated 13.9% increase for 2025†
- • Total TV ad spending is anticipated to increase overall this year, driven by major televised events such as election coverage and the Olympics
New Inventory Opportunities in Market
- • Advertisers are opting to keep dollars secured in their Upfront deals, resulting in
- • April will have the most flexibility and softest pricing
- • No lingering impact from the Writers’ Strike, scripted programming airing as scheduled
- • New Q2 ad opportunities are available across premium streaming platforms (Amazon & Netflix)
Election Year Boosts News Viewership
- • Fox News, MSNBC, and CNN exhibit YoY gains during election years in average household impressions, ranging from +20% to +70%§
• Streaming platforms will have an increased presence in political advertising to reach youth voters and Latino populations
The LWD Team is ahead of the curve and can help you navigate the competitive marketplace. Download the full report below and schedule a tailored presentation from your Account Lead.
Get the edge you need for Q2 (and beyond) with insider insights from the experienced team at LWD!
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Sources:
* The Nielsen Company, The Gauge January 2024
† Insider Intelligence | eMarketer, June 2023
‡ S&P Global Market Intelligence, January 2024
§ Nielsen NNTV | Ad Supported Cable & Broadcast 2015-2020
Better planning & measurement start here. Let’s get to work!