The news: National TV ad revenues will fall 11.4% this year, hitting $35.3 billion, while streamers are expected to rise 26% to $7.8 billion, per a Madison and Wall projection reported by MediaPost.
- Total TV ad revenues, including connected TV (CTV), are expected to fall 6.3% in 2025, hitting $43.2 billion.
- While CTV is expected to remain mostly flat this year after political spending spiked in 2024, CTV’s ad revenue share for national TV networks will rise to 23% in Q4 2025, up from 17% in Q4 2024. Madison and Wall’s CTV data estimates excluded YouTube.
- Cable TV and local broadcast ad revenues will also decline significantly after last year’s election, falling 27.2% to $17.3 billion.