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Television Advertising in the US Procurement Price, Data and Insights
Television advertising is programming during which commercials produced and paid for by organizations are aired. These services are used to promote a variety of goods, services and ideas. Common buyers of television advertising include automobile manufacturers, wireless telecommunication companies and restaurants.
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What’s included in this market coverage
IBISWorld's research coverage on the Television Advertising procurement and pricing environment in the United States includes market dynamics, buyer power scores, supply chain vendors with pricing trends and forecasts.
About this Market
What’s this procurement report about?
This procurement coverage of the Television Advertising market in the United States includes Daytime Television Commercials, Primetime Television Commercials, Network Television Advertising, Cable Television Advertising, Local Television Advertising and Informercial Advertising. Standard coding in this coverage includes ISIC-602-Television programming and broadcasting activities, NACE-60.20-Television Programming And Broadcasting Activities, NAICS-516120-Television broadcasting stations and UNSPSC-82101602-Television advertising.
What common market terminology is included?
Common market terminology included in the Television Advertising procurement coverage includes Daypart (The time of day during which an advertisement will air. Examples include primetime, daytime, early evening and late evening.), Upfronts (TV media bought during a specific period each year when ad time is initially put up for sale.), NewFronts (A series of presentations conducted by content publishers such as Google and Yahoo to pitch digital advertising during their premier slots. NewFronts is essentially the digital advertising version of upfronts.), Scatter (TV media left over once the up-front marketplace expires for the year.), Spot TV (Advertising that occurs on a regional or local scale rather than a national one.), Makegood (A television time slot provided to an advertiser at no additional charge due to the failure of a previously purchased time slot to air correctly.), Designated Market Area (DMA) (A region where the population can receive the same (or similar) TV and radio station offerings.), CTV/OTT (Connected TV (CTV) refers to the delivery of over-the-top (OTT) television content, which goes beyond what is offered on traditional cable television networks and typically refers to streaming services and applications (apps). CTV devices include smart TVs with built in apps, apps for desktop and mobile devices, video game consoles, HDMI sticks and streaming boxes.) and Programmatic Ad Buying (An automated process for buying TV ads based on the buyer's targeted audience, budget and advertising goals, which utilizes data-driven technology to target consumers at the household level.).
What companies are included as top suppliers?
The top companies covered in the Television Advertising procurement report as suppliers are AMC Networks Inc., Univision Communications Inc., Fox Corporation, Hearst Communications Inc. and Discovery Inc..
Opportunity Assessment
What’s included in the Opportunity Assessment chapter?
The Opportunity Assessment chapter provides a comprehensive market analysis of the Television Advertising market in the United States category, including buyer power scoring, market pricing trends, vendor landscape, cost structure, and strategic negotiation levers.
The market pricing trends include the Market Price (2026) per 30-second spot, a five year price forecast and a supply chain risk score. Vendor coverage includes a market share and cost structure breakdown.
Analysis includes a comprehensive SWOT analysis of and recent developments impacting the Television Advertising market environment.
Buyer Power Score
What’s included in the Buyer Power Score chapter?
The Buyer Power Score chapter assesses key components impacting Television Advertising procurement including the recent price trend, forecast price trend, availability of substitutes, switching costs, product specialization, average vendor risk, market share concentration, supply chain risk, price driver volatility and recent price volatility.
These components generate a Buyer Power Score that ranges from -5 (strongly favoring sellers) to +5 (strongly favoring buyers) plus a recommended strategy for procurement specialists.
Price Environment
What’s included in the Price Environment chapter?
The Price Environment chapter covers detailed pricing analysis and datasets on Television Advertising market environment. This includes insights into market pricing Market Price (2026), price forecasts, volatility, specialization, substitutes and switching costs.
Datasets in the Price Environment chapter include vendor cost structure, breakdowns of wage rates by geography and specialty, key external economic and labor drivers impacting the market and market pricing models.
Supply Chain & Vendors
What’s included in the Supply Chain & Vendors chapter?
The Supply Chain & Vendors chapter covers the concentration, risk and diversity of the Television Advertising market. This includes datasets on the market’s top suppliers, detailed analysis on the key sourcing risks and supply chain dynamics, with environmental, social and governance (ESG) considerations and scores.
Business Requirements
What’s included in the Business Requirements chapter?
The Business Requirements chapter covers vendor relationships, qualifications, service level agreements and key performance indicators. These inputs provide insight into the planning process through the buying lead time, vendor relationship and vendor qualifications. The sourcing process include key RFP elements like an organizational overview, project budget, selection criteria, project schedule, proposal format, inventory control, cost containment, regulation, quality control, distribution and key contract clauses.
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Frequently Asked Questions
What is the current market price for Television Advertising?
The 2026 benchmark market price for Television Advertising is $54236 per 30-second spot. Prices have increased at a CAGR of 1.32 from 2023-26.
Who are the top vendors in the Television Advertising market?
The top vendors in the Television Advertising market include AMC Networks Inc., Univision Communications Inc., Fox Corporation, Hearst Communications Inc. and Discovery Inc..
What industries supply the Television Advertising market?
The top industries supplying the Television Advertising market are Communication Equipment Manufacturing in the US, Electrical Equipment Manufacturing in the US, Movie & Video Production in the US, Video Postproduction Services in the US, Television Production in the US and Celebrity & Sports Agents in the US.
What is the supply chain risk for Television Advertising?
Moderate average vendor risk supported by profitability across leading suppliers. Most television advertising providers operate with strong profit margins, which lowers overall vendor financial risk and reduces the likelihood of service disruption. While risk varies slightly across vendors, higher-margin suppliers are particularly stable and reliable. Buyers benefit from this environment, as they can focus negotiations on pricing, audience reach, and value-added services rather than vendor viability.
What factors affect the price of Television Advertising?
Longer commercials cost more due to their extended airtime and higher audience engagement potential. For instance, a 60-second spot can cost significantly more than a 15-second one, especially during primetime.
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