Despite declining viewership, traditional TV has been found to be an optimal platform for storytelling ads. Additionally, advertisers can target viewer segments on traditional TV—similar to digital marketing channels.

Visual Capitalist's Dorothy Neufeld shows the top advertisers on traditional TV outlets in the chart below, based on data from Nielsen.

Top 10 National TV Advertising Spenders

Here are the top advertisers on national U.S. broadcast and cable TV for the month of June 2023:

Procter & Gamble was the top TV advertising spender in the U.S., at $109.3 million. Home to Gillette, Crest, and Tide, the company spent a stunning $5.1 billion in overall advertising in 2022.