By Saleah Blancaflor

The TV ad market space is continuing to change at a rapid pace. From lower costs driven by shifting supply and demand dynamics, a multi-currency marketplace, and cross-platform viewing, there were a lot of trends that dominated the TV ad market. Free ad-supported tiers continued to grow, while live sports programming soared.

ADWEEK asked 13 TV executives to weigh in on how the TV market changed in 2024. They include executives from technology companies, TV networks, and agencies.

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Marcy Greenberger, chief investment officer, UM
“A lot has changed, and yet at times it feels as though nothing has changed. Revenue increases from CTV sales have finally offset losses from linear TV, but for all intents and purposes the marketplace is still operating in a traditional upfront and scatter mindset. And can we talk about ‘gross’ still being a thing?”

Read more in Adweek.