US linear TV ad spending will decline every year through 2026 except for a slight uptick in 2024. At the same time, connected TV (CTV) ad spending will grow at double-digit annual rates, more than offsetting the losses on the traditional side.

In this Meet the Analyst Webinar, Paul Verna, our principal analyst, explored our latest TV ad spending and viewership forecasts, as well as the opportunities for marketers seeking to reach audiences across fragmented viewing platforms.

Watch this live discussion, made possible by Innovid, on the topics below and more:

The relationship between traditional and CTV

Ad pricing pressures and new measurement approaches

The effect of macroeconomic conditions on the future of TV advertising

Plus! Stephanie Geno, CMO, Innovid, joins the conversation


Paul Verna

Paul Verna is a principal analyst and head of the Advertising and Media Practice at Insider Intelligence. A veteran analyst, journalist, author, communicator, and media production executive, he has appeared regularly on media outlets including The New York Times, The Wall Street Journal, Bloomberg TV, and NPR.
Stephanie Geno

Stephanie Geno is CMO, Innovid. Stephanie oversees Innovid’s global integrated marketing and communications efforts, building on her prior experience as co-founder of digital marketing automation consultancy Transparent and as an agency executive at Starcom MediaVest Group. She’s passionate about helping brands excel in today’s data-driven marketplace and utilizes her unique balance of strategic planning, partnership marketing, and technical depth to help tell the stories of some of the most recognizable brands.


Ross Benes Ross Benes is a senior analyst at Insider Intelligence. He has written for numerous advertising trade publications including Adweek, AdExchanger, and Digiday, and he's been quoted as an industry source in many publications including The Wall Street Journal, The New York Times, and The Hollywood Reporter. Ross has published three nonfiction books.
*Speakers subject to change.

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