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Television advertising spending in the United States was projected to amount to billion U.S. dollars in 2024, marking an increase compared to the previous year's value of billion dollars. Spending was expected to  decrease over the next few years, before reaching an expected **** billion in 2028. 

TV advertising landscape in the U.S.

Television remains a leading source of news and entertainment throughout the United States. Even though the internet has long overtaken TV as the most invested-in advertising medium in the U.S., companies of all sizes still count on the power of (linear) television for marketing purposes. During the 2020-21 TV broadcast season, for example, brands were willing to pay nearly *** thousand U.S. dollars for a 30-second spot during NBC’s Sunday Night Football, and even for not-sports-related programs, media buyers dig deep into their pockets.

Procter & Gamble leads the pack 

In 2022, Procter & Gamble Co. was the largest advertiser on U.S. network television, with nearly *** million U.S. dollars in annual investments. The CPG giant that owns some of the world’s most popular cleaning and personal care brands, such as Braun, Gillette, and Pantene, has been a mainstay of the U.S. advertising scene for many decades.