Over 72% of U.S. TV viewing was ad-supported in Q1 this year

Here’s the thing:

As TV viewing continues to shift into the digital ecosystem, so does TV advertising.

EMarketer projects connected TV (CTV) ad spend will top $33 billion this year, growing to nearly $47 billion by 2028 — surpassing linear TV.

To that end, Nielsen announced the launch of The Ad Supported Gauge, a quarterly report that tracks the share of TV viewing supported by advertising.

In Q1, 72.4% of all U.S. TV viewing was ad-supported, compared to 27.6% that was ad-free.

Data debrief:

Among ad-supported viewing across broadcast, cable and streaming, the latter accounted for the biggest share at 42.4%. Broadcast and cable TV viewing were on par at 28.7% and 28.9%, respectively.

“Traditional” TV ad-supported viewing combined accounts for nearly 58%. But streaming’s lead is notable, especially since the biggest subscription platforms offer ad-free plans too.

Of course, the rise of free ad-supported streaming TV services may be fueling that growth. According to Nielsen, in fact, Tubi and The Roku Channel topped Max and Peacock in TV viewing in March.

Why it matters:

Advertisers are hunting for the most effective channels to invest — especially amid economic turmoil tied to President Donald Trump’s policies.

That means digital channels like CTV, which offer better measurability and flexibility, are increasingly attractive.

Nielsen’s data could offer key insights for advertisers interested in the streaming space — particularly ahead of upfronts. The ad business is still in its early days for some of the biggest players like Netflix.