Linear TV Advertising: 8 Stats to Know

120 networks. 6,000 programs. And over 33,000 video creatives. 

With Linear TV now a channel in Pathmatics, clients unlock access to a key component of the digital ad ecosystem that all too often gets overlooked. Because even in the age of streaming, brands still funnel billions of dollars into commercials that air on live television. This spend ramps up during seasonal events that garner millions of eyeballs — such as the Superbowl or the Oscars. March Madness is coming up, and those with access to Pathmatics will be able to effortlessly track the performance of commercials that air during the event.  Linear TV advertising also has the potential to reach a different audience than an ad on, for example, TikTok, as viewers tend to skew older (and higher-earning). 

On the whole, many brands are diverting ad budget away from Linear TV and towards more modern channels — but this rererouting itself needs to be understood by savvy marketers. Where is that extra budget being injected? When does Linear TV spend rise and fall? How efficient is it at delivering impressions? And what kind of channels and programs deliver the highest ROI for various verticals? The answers to all of these questions are discoverable in-platform. 

Let’s take a look at some top-line metrics for the channel, so you can see for yourself the kinds of insights provided. Here’s a teaser — eight Linear TV stats to take back to your team. 

Note: Unless otherwise stated, all data pertains to the period between Jan 1, 2025 and Jan 1, 2026, in the United States

📺 1. Last year, brands spent more than $3.3 billion on Linear TV commercials, receiving in turn nearly 1.5 trillion impressions. 

📺 2. The top advertiser, accounting for 4.5% of the channel’s total spend, was Procter & Gamble. Up next, AbbVie Inc. at 1.9% of spend, followed by Comcast which claimed 1.5%. 

📺 3. The top categories by Linear TV spend were Health & Wellness (17%), Consumer Packaged Goods (16%) and Shopping (15%). 

📺 4. Linear TV spend in 2025 peaked in November. The lowest-spending month for the channel was July.

📺 5. Brands spent more on Linear TV than on any other channel last year, with more than one in five ad dollars (22%) going to broadcast television commercials. 

📺 6. Linear TV was the third most successful channel in terms of brand visibility, accounting for 10% of total ad impressions — trailing behind Facebook and Instagram, despite their smaller budgets. 

📺 7. Linear TV spend decreased 4% year over year from 2024 to 2025, with impressions decreasing 5%. 

📺 8. However… nine of the top ten advertisers by 2025 Linear TV spend had increased their spending on the channel from 2024 to 2025 — by an average of 18%. 

How was that for a warm-up? We just threw a lot of data at you, but one thing is clear: even as Linear TV spend dips on a macro level, top spenders are leaning in — and the channel still accounts for a plurality of ad dollars. 

Pathmatics continues to expand its global footprint, and Linear TV is just one part of that. As of this week, market coverage is now available in Thailand, Norway, Sweden, Denmark, and Austria — as well as additional channels in New Zealand. 

Want more digestible stats like these, delivered straight to your inbox? Click here to sign up for our monthly newsletter, or request a free demo of Pathmatics today.