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Connected TV Ad Spending - Sustained Energy Shock
Source: EMARKETER Forecast, March 2026 - April 2026
Note: Digital advertising that appears on connected TV (CTV) devices. Examples include display ads that appear on home screens and in-stream video ads that appear on CTVs from platforms like Hulu, Roku and YouTube; excludes network-sold inventory from traditional linear TV and addressable TV advertising.
Additional Note: A sustained energy shock, with crude remaining above $100 per barrel, introduces a period of persistent inflation and delayed monetary easing that materially slows US advertising growth beginning in 2026. The increase in energy prices feeds through to broader price levels at least in line with prior oil shocks, and potentially more so given the prolonged nature of the disruption, keeping inflation elevated and constraining the pace of policy easing.
Methodology: Estimates are based on the analysis of various elements related to the ad spending market, including macro-level economic conditions, historical trends of the advertising market, historical trends of each medium in relation to other media, reported revenues from major ad publishers, estimates from other research firms, data from benchmark sources, consumer media consumption trends, consumer device usage trends, and EMARKETER interviews with executives at ad agencies, brands, media publishers, and other industry leaders