Mediaocean's just-released 2024 H2 Market Report shows that while more national advertisers plan to decrease spending on national and local television advertising, they plan to significantly increase their spending on connected TV platforms (CTV).
Social media, digital display/video, and Connected CTV are still the fastest growing channels, seeing a steady increase in investment that matches consumer engagement and time spent. In H2, 66% of survey-takers are planning to increase social media spending, 64% for digital display/video, and 55% for CTV. 
However, the majority of advertisers questioned said they planned on either increasing or maintain current levels of advertising across all channels.
As was the case for the first half of 2024, print and TV are the only channels with more respondents indicating they are decreasing investment compared to increasing. However, the majority reported maintaining those budgets.
