Linear TV Ad Buys Forecast To Fall 7% In 2025


Future linear core TV advertising revenues will continue to decline by 6% to 8% for the next two years, according to MoffettNathanson Research.

For 2025, total linear core TV ad revenues are expected to land at $55.2 billion, slipping 7% from 2024. They are projected to decline another 6% to …

1 comment about "Linear TV Ad Buys Forecast To Fall 7% In 2025".
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  1. Joshua Chasin from KnotSimpler, December 1, 2025 at 11:34 a.m.

    I think it is time we revisited the lexicon for describing TV types. 

    Generally we talk about linear versus streaming. But linear is a mode of consumption; streaming is a mode of distribution. Streaming as the technology for getting content and ads into my home is in the process of disintermediating broadcast, cable and satellite. But if I watch Law & Order: SVU on YouTube TV at 9PM Thursday, or if I watch a football game on Prime, aren't I watching linear TV? (as in, "it's on now"; it's time slot-dependent.) Both these sources get into my home via streaming.

    I think there are two dichotomies here that we are blurring: mode of distribution (broadcast/cable/satellite versus streaming); and consumer behavior (time-based versus on-demand viewing.)

    Because of the unquestioned importance of sports to the entire video ecosystem, this isn't a trivial point. I think if programmers and advertisers want to make the best decisions about content and advertising management, they'd be best-served by disentangling distribution technology and consumer behavior.

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