{
  "title": "TV Advertising Statistics 2026: Spend, CTV, ROI and Viewing Share",
  "url": "https://statisticsglobal.org/tv-advertising-statistics/",
  "updated": "2026-10-22",
  "licence": "https://statisticsglobal.org/data-licence/",
  "attribution": "Source: [publisher] via StatisticsGlobal (https://statisticsglobal.org/tv-advertising-statistics/)",
  "statistics": [
    {
      "id": "tva-us-ctv-growth-2026",
      "sentence": "US CTV ad spend is forecast to grow 15.6% in 2026, according to IAB, up from 13.8% in its January forecast.",
      "value": 15.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ctv-growth-2026"
    },
    {
      "id": "tva-us-linear-growth-2026",
      "sentence": "US linear TV ad spend is forecast to fall 1.5% in 2026, according to IAB, a smaller drop than the 1.7% it forecast in January.",
      "value": -1.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-linear-growth-2026"
    },
    {
      "id": "tva-uk-tv-spend-2025",
      "sentence": "UK advertisers spent £5,216.1 million on TV advertising in 2025, down 1.2% on 2024, according to the Advertising Association and WARC.",
      "value": 5216.1,
      "unit": "£m",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-spend-2025"
    },
    {
      "id": "tva-uk-tv-roi",
      "sentence": "TV returned £5.61 in profit for every £1 spent over 24 months in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 5.61,
      "unit": "£ per £1",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-roi"
    },
    {
      "id": "tva-us-streaming-share-2026-07",
      "sentence": "Streaming took 49.0% of US TV viewing time in July 2026, according to Nielsen.",
      "value": 49,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-share-2026-07"
    },
    {
      "id": "tva-us-adspend-growth-2026",
      "sentence": "US ad spend is forecast to grow 12.3% in 2026, according to IAB, up from its January 2026 forecast of 9.5%.",
      "value": 12.3,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-adspend-growth-2026"
    },
    {
      "id": "tva-us-video-spend-2026",
      "sentence": "US digital video ad spend is projected to pass $80 billion in 2026, growing 11%, according to IAB.",
      "value": "80+",
      "unit": "$bn",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "U.S. Digital Video Ad Spend to Surpass $80B in 2026 (2026 Digital Video Ad Spend & Strategy Report)",
      "source_url": "https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "source_published": "5 May 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260907132251/https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "sample": "IAB 2026 Digital Video Ad Spend & Strategy Report, with Advertiser Perceptions and Guideline. US only. Projection for 2026. IAB does not give the sample size in the release.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-video-spend-2026"
    },
    {
      "id": "tva-us-video-share-2026",
      "sentence": "Digital video is expected to take more than 60% of US TV and video ad spend for the first time in 2026, according to IAB.",
      "value": "60+",
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "U.S. Digital Video Ad Spend to Surpass $80B in 2026 (2026 Digital Video Ad Spend & Strategy Report)",
      "source_url": "https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "source_published": "5 May 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260907132251/https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "sample": "IAB 2026 Digital Video Ad Spend & Strategy Report, with Advertiser Perceptions and Guideline. US only. Projection for 2026. IAB does not give the sample size in the release.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-video-share-2026"
    },
    {
      "id": "tva-us-linear-share-2026",
      "sentence": "Linear TV is set to take less than 40% of US TV and video ad spend in 2026, calculated by StatisticsGlobal from IAB data.",
      "value": "<40",
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "U.S. Digital Video Ad Spend to Surpass $80B in 2026 (2026 Digital Video Ad Spend & Strategy Report)",
      "source_url": "https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "source_published": "5 May 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260907132251/https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "sample": "IAB 2026 Digital Video Ad Spend & Strategy Report, with Advertiser Perceptions and Guideline. US only. Projection for 2026. IAB does not give the sample size in the release.",
      "method": "IAB projects digital video at more than 60% of total TV/video ad spend in 2026. The remainder, linear TV, is therefore below 100% - 60% = 40%.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-linear-share-2026"
    },
    {
      "id": "tva-uk-tv-share-2025",
      "sentence": "TV took 11.2% of UK advertising investment in 2025, behind search at 38.3% and social media at 24.7%, according to the Advertising Association and WARC.",
      "value": 11.2,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-share-2025"
    },
    {
      "id": "tva-uk-tv-forecast-2026",
      "sentence": "UK TV advertising spend is forecast to grow 3.7% in 2026, according to the Advertising Association and WARC.",
      "value": 3.7,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-forecast-2026"
    },
    {
      "id": "tva-uk-tv-spend-2026-est",
      "sentence": "UK TV advertising spend would reach about £5.41 billion in 2026 if the AA/WARC forecast holds, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 5.41,
      "unit": "£bn",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "2025 TV spend £5,216.1m x (1 + 3.7% forecast growth) = £5,409.1m, about £5.41bn.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-spend-2026-est"
    },
    {
      "id": "tva-uk-tv-vs-market-2025",
      "sentence": "UK TV ad spend grew 7.6 points slower than the total UK ad market in 2025, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 7.6,
      "unit": "points",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "Total UK ad investment +6.4% minus TV -1.2% = 7.6 percentage points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-vs-market-2025"
    },
    {
      "id": "tva-uk-tv-vs-market-2026",
      "sentence": "UK TV ad spend is forecast to grow 2.9 points slower than the total UK ad market in 2026, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 2.9,
      "unit": "points",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "Total UK ad investment forecast +6.6% minus TV forecast +3.7% = 2.9 percentage points (April 2026 forecasts).",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-vs-market-2026"
    },
    {
      "id": "tva-uk-tv-video-market-2025",
      "sentence": "The UK commercial TV and online video market exceeded £18 billion in revenue in 2025, according to Ofcom.",
      "value": "18+",
      "unit": "£bn",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Official",
      "publisher": "Ofcom",
      "source_title": "Media Nations 2026",
      "source_url": "https://www.ofcom.org.uk/media-use-and-attitudes/media-habits-adults/media-nations-2026",
      "source_published": "29 July 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20261012060341/https://www.ofcom.org.uk/media-use-and-attitudes/media-habits-adults/media-nations-2026",
      "sample": "Ofcom Media Nations 2026, UK market data for 2025.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-video-market-2025"
    },
    {
      "id": "tva-us-ctv-linear-gap-2026",
      "sentence": "US CTV ad spend is forecast to grow 17.1 points faster than linear TV in 2026, calculated by StatisticsGlobal from IAB data.",
      "value": 17.1,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "IAB September 2026 forecasts: CTV +15.6% minus linear TV -1.5% = 17.1 percentage points. The January gap was 13.8% - (-1.7%) = 15.5 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ctv-linear-gap-2026"
    },
    {
      "id": "tva-us-ctv-rank-2026",
      "sentence": "CTV has the second-fastest forecast growth of eight US ad channels in 2026, behind social media at 16.5%, calculated by StatisticsGlobal from IAB data.",
      "value": 2,
      "unit": "rank",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "Ranked the eight channels in the IAB September 2026 update: social media 16.5%, CTV 15.6%, commerce media 13.6%, digital video excluding CTV 9.4%, podcasts 8.7%, paid search 8.1%, DOOH 7.0%, linear TV -1.5%.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ctv-rank-2026"
    },
    {
      "id": "tva-us-linear-only-decline-2026",
      "sentence": "Linear TV is the only one of eight US ad channels forecast to shrink in 2026, calculated by StatisticsGlobal from IAB data.",
      "value": -1.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "IAB",
      "source_title": "IAB Raises 2026 U.S. Ad Spend Forecast to +12.3% YoY Growth (2026 Outlook Study: September Update)",
      "source_url": "https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260915042639/https://www.iab.com/news/iab-raises-2026-u-s-ad-spend-forecast/",
      "sample": "IAB 2026 Outlook Study, September update. Survey of more than 200 US brand and agency ad investment decision-makers. Forecasts, not actual spend.",
      "method": "Of the eight channel forecasts in the IAB September 2026 update, linear TV (-1.5%) is the only negative value. The next lowest is DOOH at +7.0%.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-linear-only-decline-2026"
    },
    {
      "id": "tva-us-video-ctv-growth-2026",
      "sentence": "US CTV ad spend is projected to grow 11% in 2026 while social video grows 13%, according to IAB, the first time social video has outpaced CTV.",
      "value": 11,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "IAB",
      "source_title": "U.S. Digital Video Ad Spend to Surpass $80B in 2026 (2026 Digital Video Ad Spend & Strategy Report)",
      "source_url": "https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "source_published": "5 May 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260907132251/https://www.iab.com/news/u-s-digital-video-ad-spend-to-surpass-80b-in-2026/",
      "sample": "IAB 2026 Digital Video Ad Spend & Strategy Report, with Advertiser Perceptions and Guideline. US only. Projection for 2026. IAB does not give the sample size in the release.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-video-ctv-growth-2026"
    },
    {
      "id": "tva-uk-addressable-2025",
      "sentence": "UK addressable TV ad spend reached £1,839.0 million in 2025, up 37.0%, according to the Advertising Association and WARC.",
      "value": 1839,
      "unit": "£m",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-addressable-2025"
    },
    {
      "id": "tva-uk-addressable-share-2025",
      "sentence": "Addressable formats made up 35.3% of UK TV ad spend in 2025, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 35.3,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "Addressable TV £1,839.0m / total TV £5,216.1m = 35.26%.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-addressable-share-2025"
    },
    {
      "id": "tva-uk-addressable-share-2024",
      "sentence": "Addressable formats made up about 25.4% of UK TV ad spend in 2024, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 25.4,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "Implied 2024 values from published 2025 values and growth rates: addressable £1,839.0m / 1.370 = £1,342.3m; total TV £5,216.1m / 0.988 = £5,279.5m; 1,342.3 / 5,279.5 = 25.4%. Approximate, because the growth rates are rounded.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-addressable-share-2024"
    },
    {
      "id": "tva-uk-nonaddressable-2025",
      "sentence": "UK non-addressable TV ad spend, mostly linear spot and sponsorship, fell about 14% to £3,377.1 million in 2025, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 3377.1,
      "unit": "£m",
      "place": "United Kingdom",
      "data_year": "2025",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "2025: total TV £5,216.1m - addressable £1,839.0m = £3,377.1m. Implied 2024: £5,279.5m - £1,342.3m = £3,937.1m. Change: 3,377.1 / 3,937.1 - 1 = -14.2%. Approximate, because growth rates are rounded.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-nonaddressable-2025"
    },
    {
      "id": "tva-uk-addressable-forecast-2026",
      "sentence": "UK addressable TV ad spend is forecast to grow 13.4% in 2026, according to the Advertising Association and WARC.",
      "value": 13.4,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Industry body",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-addressable-forecast-2026"
    },
    {
      "id": "tva-uk-addressable-share-2026",
      "sentence": "Addressable formats would make up about 38.6% of UK TV ad spend in 2026 if AA/WARC forecasts hold, calculated by StatisticsGlobal from Advertising Association and WARC data.",
      "value": 38.6,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Advertising Association and WARC",
      "source_title": "AA/WARC updates Advertising Expenditure Report and records £46.7bn media investment in 2025",
      "source_url": "https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "source_published": "30 April 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260510142516/https://adassoc.org.uk/credos/aa-warc-updates-advertising-expenditure-report-to-capture-evolving-uk-media-landscape-and-records-46-7bn-media-investment-in-2025/",
      "sample": "AA/WARC Expenditure Report. UK media spend after negotiated discounts and before agency commission, excluding production costs. TV includes spot, sponsorship, addressable and other TV.",
      "method": "Addressable £1,839.0m x 1.134 = £2,085.4m. Total TV £5,216.1m x 1.037 = £5,409.1m. 2,085.4 / 5,409.1 = 38.55%.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-addressable-share-2026"
    },
    {
      "id": "tva-uk-online-video-roi",
      "sentence": "Online video, mostly YouTube, returned £3.86 in profit for every £1 spent over 24 months in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 3.86,
      "unit": "£ per £1",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-online-video-roi"
    },
    {
      "id": "tva-uk-avg-roi",
      "sentence": "UK advertising returned an average £4.11 in profit per £1 over 24 months in campaigns in the 2024 Thinkbox study, and £1.87 in the short term, according to Thinkbox.",
      "value": 4.11,
      "unit": "£ per £1",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-avg-roi"
    },
    {
      "id": "tva-uk-tv-vs-online-video-roi",
      "sentence": "TV profit ROI was 1.45 times that of online video in UK campaigns in the 2024 Thinkbox study, calculated by StatisticsGlobal from Thinkbox data.",
      "value": 1.45,
      "unit": "x",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "TV £5.61 / online video £3.86 = 1.453.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-vs-online-video-roi"
    },
    {
      "id": "tva-uk-tv-vs-avg-roi",
      "sentence": "TV profit ROI was 36% above the all-media average in UK campaigns in the 2024 Thinkbox study, calculated by StatisticsGlobal from Thinkbox data.",
      "value": 36,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "TV £5.61 / all-media average £4.11 = 1.365, so 36.5% higher. Rounded down to 36% to stay conservative.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-vs-avg-roi"
    },
    {
      "id": "tva-uk-tv-profit-share",
      "sentence": "TV generated 54.7% of advertising-driven profit while taking 43.6% of ad investment in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 54.7,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-profit-share"
    },
    {
      "id": "tva-uk-tv-profit-to-spend",
      "sentence": "TV delivered 1.25 times its share of spend in profit in UK campaigns in the 2024 Thinkbox study, calculated by StatisticsGlobal from Thinkbox data.",
      "value": 1.25,
      "unit": "x",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "Share of full profit 54.7% / share of investment 43.6% = 1.255.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-profit-to-spend"
    },
    {
      "id": "tva-uk-linear-bvod-profit",
      "sentence": "Linear TV generated 46.6% of advertising-driven profit and broadcaster video on demand 8.2% in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 46.6,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-linear-bvod-profit"
    },
    {
      "id": "tva-uk-long-term-profit",
      "sentence": "58% of advertising-driven profit arrived after the first 13 weeks in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 58,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-long-term-profit"
    },
    {
      "id": "tva-uk-full-vs-short-roi",
      "sentence": "Counting 24 months of effects made average UK advertising ROI 2.2 times the short-term figure in campaigns in the 2024 Thinkbox study, calculated by StatisticsGlobal from Thinkbox data.",
      "value": 2.2,
      "unit": "x",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "Full-payback ROI £4.11 / short-term (13-week) ROI £1.87 = 2.198.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-full-vs-short-roi"
    },
    {
      "id": "tva-uk-linear-immediate",
      "sentence": "Linear TV produced 20.5% of immediate advertising payback, second to generic paid search at 30.5%, in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 20.5,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-linear-immediate"
    },
    {
      "id": "tva-uk-tv-beyond-week",
      "sentence": "TV produced 63.0% of advertising profit generated after the first week in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 63,
      "unit": "%",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-beyond-week"
    },
    {
      "id": "tva-uk-tv-immediate-vs-later",
      "sentence": "Linear TV share of advertising payback rose 34.1 points from the first week to later periods in UK campaigns in the 2024 Thinkbox study, calculated by StatisticsGlobal from Thinkbox data.",
      "value": 34.1,
      "unit": "points",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Our analysis",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "Linear TV share of payback beyond week one 54.6% minus share of immediate payback 20.5% = 34.1 percentage points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-tv-immediate-vs-later"
    },
    {
      "id": "tva-uk-linear-saturation",
      "sentence": "Linear TV reached immediate-payback saturation at a spend level of £330,000 on average, the highest of any medium in UK campaigns in the 2024 Thinkbox study, according to Thinkbox.",
      "value": 330000,
      "unit": "£",
      "place": "United Kingdom",
      "data_year": "2024",
      "source_type": "Industry body",
      "publisher": "Thinkbox",
      "source_title": "Profit Ability 2: the new business case for advertising",
      "source_url": "https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "source_published": "24 April 2024 (updated 5 November 2024), accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260617002130/https://www.thinkbox.tv/news-and-opinion/newsroom/profit-ability-2",
      "sample": "Econometric study by Ebiquity, EssenceMediacom, Gain Theory, Mindshare and Wavemaker for Thinkbox, the marketing body for UK commercial TV. £1.8bn of UK media spend, 141 brands, 10 media, 14 categories UK campaigns. Published 2024; Thinkbox does not state the campaign years. Full payback covers 0 to 24 months.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-uk-linear-saturation"
    },
    {
      "id": "tva-ctv-reach-2024",
      "sentence": "The average CTV campaign reached 19.64% of the 95 million-plus US households Innovid can measure in 2024 at a frequency of 7.09, according to Innovid.",
      "value": 19.64,
      "unit": "%",
      "place": "United States",
      "data_year": "2024",
      "source_type": "Vendor report",
      "publisher": "Innovid",
      "source_title": "Innovid's 2025 CTV Benchmarks Reveal Big Opportunities in Reach, Frequency and Interactive Engagement",
      "source_url": "https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "source_published": "23 April 2025, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260821184036/https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "sample": "Hundreds of billions of video ad impressions served by Innovid, a CTV ad-serving vendor, in 2024. Mostly US. Vendor data, not a market census.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-ctv-reach-2024"
    },
    {
      "id": "tva-ctv-impressions-growth-2024",
      "sentence": "CTV ad impressions served by Innovid grew 18% in 2024, according to Innovid.",
      "value": 18,
      "unit": "%",
      "place": "United States",
      "data_year": "2024",
      "source_type": "Vendor report",
      "publisher": "Innovid",
      "source_title": "Innovid's 2025 CTV Benchmarks Reveal Big Opportunities in Reach, Frequency and Interactive Engagement",
      "source_url": "https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "source_published": "23 April 2025, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260821184036/https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "sample": "Hundreds of billions of video ad impressions served by Innovid, a CTV ad-serving vendor, in 2024. Mostly US. Vendor data, not a market census.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-ctv-impressions-growth-2024"
    },
    {
      "id": "tva-ctv-interactive-time-2024",
      "sentence": "Interactive CTV ads added an average of 71 seconds of viewer time over standard pre-roll in 2024, according to Innovid.",
      "value": 71,
      "unit": "seconds",
      "place": "United States",
      "data_year": "2024",
      "source_type": "Vendor report",
      "publisher": "Innovid",
      "source_title": "Innovid's 2025 CTV Benchmarks Reveal Big Opportunities in Reach, Frequency and Interactive Engagement",
      "source_url": "https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "source_published": "23 April 2025, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260821184036/https://www.innovid.com/about-us/news/ctv-benchmarks-reveal-big-opportunities-reach-frequency-interactive-engagement",
      "sample": "Hundreds of billions of video ad impressions served by Innovid, a CTV ad-serving vendor, in 2024. Mostly US. Vendor data, not a market census.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-ctv-interactive-time-2024"
    },
    {
      "id": "tva-us-broadcast-share-2026-07",
      "sentence": "Broadcast took 19.5% of US TV viewing time in July 2026, according to Nielsen.",
      "value": 19.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-broadcast-share-2026-07"
    },
    {
      "id": "tva-us-cable-share-2026-07",
      "sentence": "Cable took 18.7% of US TV viewing time in July 2026, according to Nielsen.",
      "value": 18.7,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-cable-share-2026-07"
    },
    {
      "id": "tva-us-youtube-share-2026-07",
      "sentence": "YouTube took a record 14.2% of US TV viewing time in July 2026, according to Nielsen.",
      "value": 14.2,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-youtube-share-2026-07"
    },
    {
      "id": "tva-us-streaming-share-2025-07",
      "sentence": "Streaming took 47.3% of US TV viewing time in July 2025, according to Nielsen.",
      "value": 47.3,
      "unit": "%",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Streaming cranks up the heat in July, accounts for nearly half of all TV viewing in Nielsen's The Gauge",
      "source_url": "https://www.nielsen.com/news-center/2025/streaming-cranks-up-the-heat-in-july-accounts-for-nearly-half-of-all-tv-viewing-in-nielsens-the-gauge/",
      "source_published": "19 August 2025, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20261002101201/https://www.nielsen.com/news-center/2025/streaming-cranks-up-the-heat-in-july-accounts-for-nearly-half-of-all-tv-viewing-in-nielsens-the-gauge/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, July 2025 interval 30 June to 27 July 2025.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-share-2025-07"
    },
    {
      "id": "tva-us-streaming-yoy-2026-07",
      "sentence": "Streaming share of US TV viewing rose 1.7 points between July 2025 and July 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": 1.7,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "July 2026 streaming 49.0% (Nielsen, September 2026 release) minus July 2025 streaming 47.3% (Nielsen, August 2025 release) = 1.7 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-yoy-2026-07"
    },
    {
      "id": "tva-us-cable-yoy-2026-07",
      "sentence": "Cable share of US TV viewing fell 3.5 points between July 2025 and July 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": -3.5,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "July 2026 cable 18.7% minus July 2025 cable 22.2% = -3.5 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-cable-yoy-2026-07"
    },
    {
      "id": "tva-us-broadcast-yoy-2026-07",
      "sentence": "Broadcast share of US TV viewing rose 1.1 points between July 2025 and July 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": 1.1,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "July 2026 broadcast 19.5% minus July 2025 broadcast 18.4% = 1.1 points. July 2026 included World Cup coverage on broadcast.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-broadcast-yoy-2026-07"
    },
    {
      "id": "tva-us-youtube-yoy-2026-07",
      "sentence": "YouTube share of US TV viewing rose 0.8 points between July 2025 and July 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": 0.8,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "July 2026 YouTube 14.2% minus July 2025 YouTube 13.4% = 0.8 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-youtube-yoy-2026-07"
    },
    {
      "id": "tva-us-streaming-lead-2026-07",
      "sentence": "Streaming led broadcast and cable combined by 10.8 points of US TV viewing in July 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": 10.8,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "TV usage kicks usual summer slowdown, fueled by World Cup and streaming, in Nielsen's July Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "source_published": "10 September 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260926163848/https://www.nielsen.com/news-center/2026/tv-usage-kicks-usual-summer-slowdown-fueled-by-world-cup-and-streaming-in-nielsens-july-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, total day, July 2026 interval 29 June to 26 July 2026. Includes ad-supported and ad-free viewing. Not currency ratings.",
      "method": "Streaming 49.0% minus (broadcast 19.5% + cable 18.7% = 38.2%) = 10.8 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-lead-2026-07"
    },
    {
      "id": "tva-us-streaming-share-2026-05",
      "sentence": "Streaming took 48.6% of US TV viewing time in May 2026, with cable at 20.4% and broadcast at 19.2%, according to Nielsen.",
      "value": 48.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Streaming embarks on annual summer ascent in Nielsen's May 2026 Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/streaming-embarks-on-annual-summer-ascent-in-nielsens-may-2026-gauge-reports/",
      "source_published": "2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20261014091021/https://www.nielsen.com/news-center/2026/streaming-embarks-on-annual-summer-ascent-in-nielsens-may-2026-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, May 2026 interval 27 April to 31 May 2026.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-share-2026-05"
    },
    {
      "id": "tva-us-streaming-yoy-2026-05",
      "sentence": "Streaming share of US TV viewing rose 3.8 points between May 2025 and May 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": 3.8,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "Streaming embarks on annual summer ascent in Nielsen's May 2026 Gauge reports",
      "source_url": "https://www.nielsen.com/news-center/2026/streaming-embarks-on-annual-summer-ascent-in-nielsens-may-2026-gauge-reports/",
      "source_published": "2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20261014091021/https://www.nielsen.com/news-center/2026/streaming-embarks-on-annual-summer-ascent-in-nielsens-may-2026-gauge-reports/",
      "sample": "Nielsen The Gauge. US total TV viewing, persons 2+, May 2026 interval 27 April to 31 May 2026.",
      "method": "May 2026 streaming 48.6% (Nielsen May 2026 Gauge release) minus May 2025 streaming 44.8% (Nielsen Q2 2025 Ad Supported Gauge release) = 3.8 points. Cable: 20.4% - 24.1% = -3.7 points. Broadcast: 19.2% - 20.1% = -0.9 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-streaming-yoy-2026-05"
    },
    {
      "id": "tva-us-ad-supported-2026-q2",
      "sentence": "Ad-supported content took 71.5% of US TV viewing in Q2 2026, according to Nielsen.",
      "value": 71.5,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Major live sports events bolster broadcast in Nielsen's Q2 2026 Ad Supported Gauge",
      "source_url": "https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "source_published": "25 August 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260910231821/https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "sample": "Nielsen Ad Supported Gauge. US TV viewing to content with ads, persons 2+, Q2 2026. Not yet on ARF DASH universe estimates.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ad-supported-2026-q2"
    },
    {
      "id": "tva-us-ad-supported-2025-q2",
      "sentence": "Ad-supported content took 73.6% of US TV viewing in Q2 2025, according to Nielsen.",
      "value": 73.6,
      "unit": "%",
      "place": "United States",
      "data_year": "2025",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Viewing to content with ads gained share to 73.6% of overall TV viewing in Q2: Nielsen's Q2 2025 Ad Supported Gauge",
      "source_url": "https://www.nielsen.com/news-center/2025/viewing-to-content-with-ads-gained-share-to-73-6-of-overall-tv-viewing-in-q2-nielsens-q2-2025-ad-supported-gauge-finds/",
      "source_published": "29 July 2025, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260515140840/https://www.nielsen.com/news-center/2025/viewing-to-content-with-ads-gained-share-to-73-6-of-overall-tv-viewing-in-q2-nielsens-q2-2025-ad-supported-gauge-finds/",
      "sample": "Nielsen Ad Supported Gauge. US TV viewing to content with ads, persons 2+, Q2 2025.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ad-supported-2025-q2"
    },
    {
      "id": "tva-us-ad-supported-yoy-2026-q2",
      "sentence": "Ad-supported share of US TV viewing fell 2.1 points between Q2 2025 and Q2 2026, calculated by StatisticsGlobal from Nielsen data.",
      "value": -2.1,
      "unit": "points",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Our analysis",
      "publisher": "Nielsen",
      "source_title": "Major live sports events bolster broadcast in Nielsen's Q2 2026 Ad Supported Gauge",
      "source_url": "https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "source_published": "25 August 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260910231821/https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "sample": "Nielsen Ad Supported Gauge. US TV viewing to content with ads, persons 2+, Q2 2026. Not yet on ARF DASH universe estimates.",
      "method": "Q2 2026 71.5% minus Q2 2025 73.6% = -2.1 points.",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ad-supported-yoy-2026-q2"
    },
    {
      "id": "tva-us-ad-supported-streaming-2026-q2",
      "sentence": "Streaming took 48.2% of ad-supported US TV viewing in Q2 2026, with broadcast at 26.6% and cable at 25.2%, according to Nielsen.",
      "value": 48.2,
      "unit": "%",
      "place": "United States",
      "data_year": "2026",
      "source_type": "Research",
      "publisher": "Nielsen",
      "source_title": "Major live sports events bolster broadcast in Nielsen's Q2 2026 Ad Supported Gauge",
      "source_url": "https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "source_published": "25 August 2026, accessed 22 October 2026",
      "archive_url": "https://web.archive.org/web/20260910231821/https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/",
      "sample": "Nielsen Ad Supported Gauge. US TV viewing to content with ads, persons 2+, Q2 2026. Not yet on ARF DASH universe estimates.",
      "method": "",
      "verified_on": "2026-10-22",
      "url": "https://statisticsglobal.org/tv-advertising-statistics/#stat-tva-us-ad-supported-streaming-2026-q2"
    }
  ]
}