The linear TV segment, which commands the largest portion of upfront advertising volume, experienced a 4% decline this year, totaling $18.4 billion for the 2024-25 TV season, according to Media Dynamics Inc.
Analysts have pointed to a sluggish TV ad market for some time, citing increasing cord-cutting, fewer ad impressions, and diminished reach as contributing factors.
Legacy broadcast networks saw a 3.5% decrease in ad spending, to $9.34 billion, while cable TV networks experienced a 4.8% decline, bringing their total to $9.07 billion.
Despite the overall rise in TV advertising volume, the cost-per-thousand viewers (CPM) for national TV — covering both streaming and linear platforms — decreased 9.8%, averaging $31.70 for adults aged 18+.
Streaming platforms faced the steepest year-over-year decline, with upfront ad deals for the 2024-25 TV season falling 17% to $29.50. In contrast, linear TV networks saw more modest CPM reductions: broadcast networks’ adult CPMs fell 6% to $45.34, while cable networks’ CPMs dropped 7% to $20.60.
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