Why 2024 Was a Landmark Year for New Advertisers on Multiscreen TV – And What It Means for Your Brand
At CTV Media, we don’t just observe trends; we help your brand capitalize on them. Recent industry insights provide an invaluable blueprint, showcasing precisely why multiscreen TV is now an undeniable force for new advertisers, driving significant investment and delivering measurable impact.
The Billion and a Half Dollar Investment: A Clear Signal
2024 witnessed an unprecedented surge in investment from first-time multiscreen TV advertisers, hitting a six-year high. This 1.5 billion dollar investment isn’t just a number; it’s a resounding signal that forward-thinking brands are recognizing the immense, untapped potential of TV in today’s dynamic consumer landscape. At CTV Media, we see this as validation of multiscreen TV’s power to deliver real results for our clients. [1}
Why Leading Brands Are Choosing Multiscreen TV with CTV Media
In an ever-evolving consumer landscape, multiscreen TV plays a central role in helping brands grow and compete. New advertisers, particularly emerging brands and small-to-medium-sized businesses, are leveraging premium video platforms across TV and streaming to reach high-intent audiences. Here’s why brands are making multiscreen TV a cornerstone of their strategy, and why CTV Media is the partner of choice:
- Reaching Audiences Where It Matters: Multiscreen TV effectively reaches high-intent audiences who are primed to turn interest into action. We ensure your message resonates with those most likely to convert.
- Building Unshakeable Credibility: Beyond just building awareness, TV campaigns boost brand reputation and foster deeper consumer connections. We craft campaigns that build trust and elevate your brand’s standing.
- Driving Immediate, Measurable Traffic: Our multiscreen TV strategies are designed to fuel immediate spikes in online branded search that ultimately convert consumers into customers. This isn’t just about impressions; it’s about conversions.
- The Best of Both Worlds: Branding and Performance: We leverage multiscreen TV to broaden your reach and deliver tangible performance. It’s a powerful combination that drives business goals.
The New Faces of TV Advertising
The 2024 wave of TV advertisers was diverse, highlighting TV’s versatility:
- Digital-First Innovators: Many first-time TV advertisers were younger-skewing, digital-first brands, now broadening their reach and building connections on TV. We help these agile brands scale their success.
- Addressing Essential Consumer Needs: A significant portion of new advertisers offered solutions for everyday necessities, spanning pharmaceuticals, professional services, and apparel. This demonstrates TV’s power across diverse sectors.
Growth in Key Categories: Where Investment is Surging
The rise in new advertiser spending is heavily concentrated in essential categories, a clear reflection of consumers prioritizing daily necessities. At CTV Media, we’re seeing strong opportunities in:
- Pharmaceutical: Leading the way with $858.8 million in new ad spend. [2]
- Artificial Intelligence: A rapidly growing category, attracting $73.5 million. [2]
- Apparel & Accessories: A significant investment of $68.4 million. [2]
- Personal Care: Brands in this space invested $63.5 million. [2]
- Vitamins & Supplements: Seeing substantial growth with $46.8 million. [2]
It’s also notable that Direct-to-Consumer (DTC) brands represent a substantial segment, accounting for 33% of all new TV advertisers and 14% of total new TV spend in 2024. This highlights a prime area where CTV Media excels at driving growth. [2]
The Macroeconomic Tailwinds: Consumer Confidence Fuels TV Investment
This surge in TV investment isn’t happening in a vacuum. Consumer optimism steadily increased throughout 2024, with over half of all adults believing the U.S. economy would improve by year-end. This confidence translated into rising retail sales, demonstrating sustained consumer resilience, particularly through the crucial holiday season. When consumers feel confident, they’re more receptive to new brands – and TV is where those brands make their impactful introduction. [4] [5]
TV Campaigns: Sparking Interest, Driving Action
Industry data clearly demonstrates how multiscreen TV campaigns effectively turn interest into action, primarily by significantly boosting online branded search for many first-time advertisers. Brands like Squad Busters , Gin & Juice , Matsato , Clocks & Colours , Woxer , Pacagen , and Lumineux all experienced remarkable spikes in their Google Search Trends Index directly following their TV campaign launches. This is irrefutable evidence that TV isn’t just for broad awareness; it’s a powerful catalyst for digital engagement and tangible performance outcomes. [6]
Partner with CTV Media for Your Multiscreen Success
The data is unequivocal: multiscreen TV offers unparalleled opportunities for brands to expand their reach, build trust, and achieve measurable growth. At CTV Media, we don’t just understand this; we live it. We specialize in crafting bespoke media plans that leverage the full potential of TV and streaming to meet your specific business objectives and propel your brand forward.
Ready to make a powerful, show-stopping debut – or strategically scale your existing presence – on multiscreen TV?
Contact CTV Media today to discover how we can elevate your brand’s success.
Sources:
1] Analysis of Nielsen Ad Intel data as of 2/10/25, 1/1/24-12/31/24. Prior years based on VAB analysis of Nielsen Ad Intel Data from the following periods: 1/1/2019-12/31/2019, 1/1/2020-12/31/2020, 1/1/2021-12/31/2021, 1/1/2022-12/31/2022, 1/1/2023-12/31/2023. TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, streaming TV (streaming TV as of 2024). 2024 national TV spend, excluding streaming TV, reflects $1.479B. Brands reflect those with TV spend over $100K.
[2] Analysis of Nielsen Ad Intel data as of 2/10/25, 1/1/24-12/31/24.
[3] Analysis of Nielsen Ad Intel data as of 2/10/25, 1/1/24-12/31/24. TV spend includes national cable TV, broadcast TV, Spanish language cable TV, Spanish language broadcast TV, streaming TV. Brands reflect those with TV spend over $100K.
[4] Dentsu, American Mindset Consumer Navigator, November 2024. Based on survey of 1,000 U.S. respondents 18 years of age or older, administered November 12, 2024. PAGE 3 This information is exclusively provided to VAB members and qualified marketers.
[5] National Retail Federation (NRF), December CNBC/NRF Retail Monitor (Powered by Affinity Solutions) Results Show Strong Growth Boosted by Final Thanksgiving Weekend Days, January 13, 2025.
[6] Analysis of Google Trends, United States only, All Categories, Web Search, weeks of 7/14/24 – 12/15/24.
Ready to learn more?
Let's chat!