It’s no secret: Late night TV ad spend has been changing.

Amid the ongoing shift to streaming and shrinking ratings, late night linear ad spend has declined by about half among the network broadcasters (ABC, NBC, CBS) over the last six years. According to Guideline data, late night linear ad spend went from $439 million in 2018 to $220.6 million in 2024.

However, the medium still commands a formidable sum, with advertiser integrations and potentially viral clips bringing in extra ROI. In fact, through the first half of 2025, late night TV ad spend is up 6.1%, coming in at $132.8

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