GITNUXREPORT 2025

Television Advertising Statistics

Television advertising dominates global ad spend, influencing purchase decisions significantly.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

Over 80% of US advertisers plan to increase their TV advertising budgets in 2024

Statistic 2

75% of consumers say TV ads influence their purchasing decisions

Statistic 3

The average click-through rate for TV ads on digital platforms is around 0.4%

Statistic 4

The repeat rate of TV ads in major markets is approximately 70%, meaning viewers see the same ad multiple times

Statistic 5

The highest cost TV ads are typically aired during the Super Bowl, with an average 30-second spot costing over $7 million in 2023

Statistic 6

The effectiveness of TV advertising is often measured through GRPs (Gross Rating Points), with campaigns achieving upwards of 300 GRPs for high reach

Statistic 7

91% of TV advertisers use some form of data-driven targeting to optimize ad campaigns

Statistic 8

The average viewer remembers around 80-90% of TV advertising messages immediately after viewing

Statistic 9

The average ROI on TV advertising campaigns is estimated at 10:1, making it one of the most cost-effective marketing channels

Statistic 10

60% of TV ad campaigns in 2023 included cross-platform investments to boost reach

Statistic 11

The effectiveness of TV advertising is highest among adults aged 35-54, with over 70% recalling ads immediately after an exposure

Statistic 12

The most common TV ad format in 2023 remains the 30-second spot, used in over 85% of campaigns

Statistic 13

The average duration of TV advertising campaigns is approximately 8 weeks, with some campaigns extending up to 6 months for major events

Statistic 14

Brand recall rates for TV ads are higher than for digital ads, with 65% of viewers recalling brand names after exposure

Statistic 15

For every dollar spent on TV advertising, an estimated $4.50 in sales revenue is generated, indicating strong conversion efficiency

Statistic 16

In 2023, over 70% of TV ads targeted at households featured a call-to-action, such as visiting a website or store, increasing user engagement

Statistic 17

In the UK, over 60% of TV advertising budget is allocated to high-impact formats such as sponsorships and integrations, enhance brand visibility

Statistic 18

About 55% of TV advertising spend is still allocated to national networks, while 30% goes to local stations, reflecting diversified investment strategies

Statistic 19

The use of augmented reality (AR) features in TV ads has increased by over 45% in 2023, offering more interactive viewer experiences

Statistic 20

The average media auditor score for TV ad campaigns is 78 out of 100, indicating high measurement accuracy

Statistic 21

The effectiveness of TV advertising in driving website traffic is estimated to be 2.5 times higher compared to radio advertising

Statistic 22

The average length of advertising spots during major sports events has increased to 45 seconds for more detailed messaging

Statistic 23

Approximately 40% of TV advertising expenditure is directed toward during-program sponsorships, which sponsor specific segments for brand placement

Statistic 24

Over 65% of new TV ad campaigns in 2023 incorporated personalization techniques to tailor messaging to viewer segments

Statistic 25

The average cost per campaign for a national TV ad in the US is approximately $1.2 million, varying with reach and duration

Statistic 26

48% of advertisers plan to increase investments in eco-friendly and socially responsible TV ads over the next two years, reflecting evolving consumer values

Statistic 27

Influencer-led TV advertising campaigns have grown by 25% in 2023, integrating social media personalities into traditional TV spots

Statistic 28

Over 55% of advertisers believe that storytelling in TV ads enhances emotional connection with audiences, increasing brand loyalty

Statistic 29

The average number of seconds viewers remember a TV ad message immediately after exposure is roughly 15 seconds

Statistic 30

In 2023, US households watched an average of 3 hours and 25 minutes of live TV per day

Statistic 31

Nearly 60% of TV viewers report that they pay attention to ads during commercial breaks

Statistic 32

The average frequency of TV ad exposure per viewer per week is approximately 16 times

Statistic 33

The demographic most exposed to traditional TV advertising is adults aged 55 and older, comprising roughly 40% of viewers

Statistic 34

Nearly 50% of viewers report using second screens (smartphones or tablets) during TV ad breaks, creating multi-platform advertising opportunities

Statistic 35

Consumer engagement rates with TV ads are highest during prime time slots, with over 70% of viewers paying close attention

Statistic 36

About 70% of viewers have reported that they change the channel during ads, highlighting the challenge of ad avoidance

Statistic 37

The penetration rate of TV advertising in European countries varies from 65% in Spain to over 90% in the UK

Statistic 38

In 2023, mobile devices accounted for approximately 25% of TV ad impressions globally

Statistic 39

About 65 million households in the US have access to Smart TVs connected to the internet, enabling targeted advertising

Statistic 40

Television advertising accounts for approximately 70% of all traditional ad spend globally

Statistic 41

The global TV advertising market was valued at around $188 billion in 2022

Statistic 42

In 2023, the global share of TV advertising spend allocated to video-on-demand (VOD) services increased by 15%

Statistic 43

In 2022, the average cost of a 30-second TV commercial in the US was $115,000 during prime time

Statistic 44

Local TV advertising revenue in the US reached approximately $25 billion in 2022

Statistic 45

The rise of connected TV (CTV) has seen a 20% annual increase in advertising expenditure since 2020

Statistic 46

During 2022, over 50% of digital media budgets were shifted to TV and video advertising channels

Statistic 47

The global TV advertising viewership is expected to decline by 3% annually through 2025, driven by increasing digital consumption

Statistic 48

In 2022, approximately 85% of ad impressions on TV were delivered via digital streaming platforms, reflecting the shift towards online viewing

Statistic 49

The use of programmatic buying for TV advertising increased by 35% from 2021 to 2023, indicating growing automation in ad placement

Statistic 50

The average CPM (cost per thousand impressions) for TV ads in the US in 2023 was $32 during prime time

Statistic 51

The global digital TV advertising market is projected to grow at a CAGR of 9% from 2023 to 2028, driven by rising internet penetration

Statistic 52

TV advertising in emerging markets like India is expected to grow at a rate of 12% annually through 2025, fueled by increasing cable and satellite subscriptions

Statistic 53

Televised sports events generate the highest advertising revenue, with the Super Bowl alone accounting for over $600 million in ad revenue in 2023

Statistic 54

The global mobile TV advertising market is projected to reach $35 billion by 2025, driven by smartphone penetration

Statistic 55

The use of 4K Ultra HD resolution in TV advertising increased by 30% in 2023, enhancing visual appeal

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Sources

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Key Highlights

Television advertising accounts for approximately 70% of all traditional ad spend globally
The global TV advertising market was valued at around $188 billion in 2022
In 2023, US households watched an average of 3 hours and 25 minutes of live TV per day
Over 80% of US advertisers plan to increase their TV advertising budgets in 2024
The penetration rate of TV advertising in European countries varies from 65% in Spain to over 90% in the UK
75% of consumers say TV ads influence their purchasing decisions
The average click-through rate for TV ads on digital platforms is around 0.4%
In 2023, the global share of TV advertising spend allocated to video-on-demand (VOD) services increased by 15%
The repeat rate of TV ads in major markets is approximately 70%, meaning viewers see the same ad multiple times
In 2022, the average cost of a 30-second TV commercial in the US was $115,000 during prime time
The highest cost TV ads are typically aired during the Super Bowl, with an average 30-second spot costing over $7 million in 2023
Local TV advertising revenue in the US reached approximately $25 billion in 2022
The effectiveness of TV advertising is often measured through GRPs (Gross Rating Points), with campaigns achieving upwards of 300 GRPs for high reach

With over 70% of global ad spend and a market valued at nearly $188 billion in 2022, television advertising remains a powerhouse—driving consumer engagement, shaping purchasing decisions, and continually evolving with new technologies like 4K, AR, and Connected TV.

Advertising Strategies and Effectiveness

Over 80% of US advertisers plan to increase their TV advertising budgets in 2024
75% of consumers say TV ads influence their purchasing decisions
The average click-through rate for TV ads on digital platforms is around 0.4%
The repeat rate of TV ads in major markets is approximately 70%, meaning viewers see the same ad multiple times
The highest cost TV ads are typically aired during the Super Bowl, with an average 30-second spot costing over $7 million in 2023
The effectiveness of TV advertising is often measured through GRPs (Gross Rating Points), with campaigns achieving upwards of 300 GRPs for high reach
91% of TV advertisers use some form of data-driven targeting to optimize ad campaigns
The average viewer remembers around 80-90% of TV advertising messages immediately after viewing
The average ROI on TV advertising campaigns is estimated at 10:1, making it one of the most cost-effective marketing channels
60% of TV ad campaigns in 2023 included cross-platform investments to boost reach
The effectiveness of TV advertising is highest among adults aged 35-54, with over 70% recalling ads immediately after an exposure
The most common TV ad format in 2023 remains the 30-second spot, used in over 85% of campaigns
The average duration of TV advertising campaigns is approximately 8 weeks, with some campaigns extending up to 6 months for major events
Brand recall rates for TV ads are higher than for digital ads, with 65% of viewers recalling brand names after exposure
For every dollar spent on TV advertising, an estimated $4.50 in sales revenue is generated, indicating strong conversion efficiency
In 2023, over 70% of TV ads targeted at households featured a call-to-action, such as visiting a website or store, increasing user engagement
In the UK, over 60% of TV advertising budget is allocated to high-impact formats such as sponsorships and integrations, enhance brand visibility
About 55% of TV advertising spend is still allocated to national networks, while 30% goes to local stations, reflecting diversified investment strategies
The use of augmented reality (AR) features in TV ads has increased by over 45% in 2023, offering more interactive viewer experiences
The average media auditor score for TV ad campaigns is 78 out of 100, indicating high measurement accuracy
The effectiveness of TV advertising in driving website traffic is estimated to be 2.5 times higher compared to radio advertising
The average length of advertising spots during major sports events has increased to 45 seconds for more detailed messaging
Approximately 40% of TV advertising expenditure is directed toward during-program sponsorships, which sponsor specific segments for brand placement
Over 65% of new TV ad campaigns in 2023 incorporated personalization techniques to tailor messaging to viewer segments
The average cost per campaign for a national TV ad in the US is approximately $1.2 million, varying with reach and duration
48% of advertisers plan to increase investments in eco-friendly and socially responsible TV ads over the next two years, reflecting evolving consumer values
Influencer-led TV advertising campaigns have grown by 25% in 2023, integrating social media personalities into traditional TV spots
Over 55% of advertisers believe that storytelling in TV ads enhances emotional connection with audiences, increasing brand loyalty
The average number of seconds viewers remember a TV ad message immediately after exposure is roughly 15 seconds

Advertising Strategies and Effectiveness Interpretation

Despite the hefty price tag—up to $7 million for a Super Bowl spot—and a modest click-through rate of 0.4%, over 80% of US advertisers are set to ramp up their TV ad budgets in 2024, trusting that the high recall rates, data-driven targeting, and a solid 10:1 ROI will continue to make television a compelling, if sometimes repetitive, powerhouse for influencing consumer decisions and building brand loyalty.

Audience Engagement and Consumer Behavior

In 2023, US households watched an average of 3 hours and 25 minutes of live TV per day
Nearly 60% of TV viewers report that they pay attention to ads during commercial breaks
The average frequency of TV ad exposure per viewer per week is approximately 16 times
The demographic most exposed to traditional TV advertising is adults aged 55 and older, comprising roughly 40% of viewers
Nearly 50% of viewers report using second screens (smartphones or tablets) during TV ad breaks, creating multi-platform advertising opportunities
Consumer engagement rates with TV ads are highest during prime time slots, with over 70% of viewers paying close attention
About 70% of viewers have reported that they change the channel during ads, highlighting the challenge of ad avoidance

Audience Engagement and Consumer Behavior Interpretation

Despite the daily grind of nearly three and a half hours of live TV, savvy advertisers find that capturing the attention of America’s multitasking, prime-time viewers—especially those 55 and older—necessitates more than just a commercial, as half of viewers switch channels during ads, turning the traditional TV spot into a digital and demographic playground.

Market Penetration and Regional Insights

The penetration rate of TV advertising in European countries varies from 65% in Spain to over 90% in the UK
In 2023, mobile devices accounted for approximately 25% of TV ad impressions globally
About 65 million households in the US have access to Smart TVs connected to the internet, enabling targeted advertising

Market Penetration and Regional Insights Interpretation

As TV audiences fragment and shift toward digital and smart device integration—ranging from a 65% to over 90% penetration in Europe, with 25% of global ad impressions now fueled by mobile devices, and 65 million US households watching over connected Smart TVs—advertisers must adapt swiftly or risk their messages becoming as outdated as the analogue set itself.

Market Size and Revenue Trends

Television advertising accounts for approximately 70% of all traditional ad spend globally
The global TV advertising market was valued at around $188 billion in 2022
In 2023, the global share of TV advertising spend allocated to video-on-demand (VOD) services increased by 15%
In 2022, the average cost of a 30-second TV commercial in the US was $115,000 during prime time
Local TV advertising revenue in the US reached approximately $25 billion in 2022
The rise of connected TV (CTV) has seen a 20% annual increase in advertising expenditure since 2020
During 2022, over 50% of digital media budgets were shifted to TV and video advertising channels
The global TV advertising viewership is expected to decline by 3% annually through 2025, driven by increasing digital consumption
In 2022, approximately 85% of ad impressions on TV were delivered via digital streaming platforms, reflecting the shift towards online viewing
The use of programmatic buying for TV advertising increased by 35% from 2021 to 2023, indicating growing automation in ad placement
The average CPM (cost per thousand impressions) for TV ads in the US in 2023 was $32 during prime time
The global digital TV advertising market is projected to grow at a CAGR of 9% from 2023 to 2028, driven by rising internet penetration
TV advertising in emerging markets like India is expected to grow at a rate of 12% annually through 2025, fueled by increasing cable and satellite subscriptions
Televised sports events generate the highest advertising revenue, with the Super Bowl alone accounting for over $600 million in ad revenue in 2023
The global mobile TV advertising market is projected to reach $35 billion by 2025, driven by smartphone penetration

Market Size and Revenue Trends Interpretation

Despite accounting for approximately 70% of all traditional ad spend and a booming global market valued at around $188 billion in 2022, TV advertising is increasingly evolving from prime-time price tags of $115,000 for 30-second spots to a digital-savvy landscape where over 85% of impressions come from streaming, programmatic buying up by 35%, and connected TV enjoying a 20% annual spend increase—indicating that while TV viewership is expected to decline by 3% annually through 2025, its digital transformation, driven by rising internet penetration and smartphone-driven mobile ads projected to reach $35 billion by 2025, ensures that television remains at the forefront of evolving ad strategies—albeit in a more pixels and pixels than pixels of pixels.

Technological Developments and Formats

The use of 4K Ultra HD resolution in TV advertising increased by 30% in 2023, enhancing visual appeal

Technological Developments and Formats Interpretation

As 4K Ultra HD makes a 30% leap in TV ads this year, brands are clearly betting high-definition images will be the sharpest tool in capturing viewers' attention amidst a pixel-perfect distraction landscape.