The shape of television media is changing, as consumers shift from linear TV (traditional) to connected TV (streaming video viewed on a smart TV or a TV connected to the internet) and the opportunity of TV advertising becomes more addressable. This transition has prompted a debate about what counts as television in 2025 – and whether TV advertising should be defined by format, device or media owner. WARC’s latest Global Ad Trends: The changing shape of TV report explores a decade of ad spend data to understand linear TV’s decline…
Read MoreGlobal Linear TV ad spend drops to $143.9 billion this year as viewers increasingly transition to streaming
