AdImpact: Movie Advertising Halves on Linear TV, Climbs on CTV

Broadcast airings of movie ads fell from 192,000 in summer 2025 to 93,600 this summer — a drop of more than 50% — while CTV impressions climbed from a 15.2 billion base, per AdImpact's May 1 to August 12 analysis. Studios are following younger audiences out of linear.