In the age of streaming, traditional TV ad revenue is declining rapidly.

In contrast, the digital video ad market, including streaming, continues to grow and surpass legacy TV. In the U.S., the digital video ad market is expected to surpass the total TV/video ad market for the first time ever in 2024, according to the IAB.

The TV ad market has shrunk because of changing viewing trends. But it's also a matter of TV ad formats that don't work in the age of streaming and social video. In the age of streaming, where people consume content by program rather than TV channel, the pre- and post ad formats that are tailored for live TV may not work.

That's why NBCUniversal, the U.S. broadcaster of the Paris Olympics, has devised a strategy to maximize TV advertising in the streaming era.

NBCUniversal announced that six Olympic advertisers - Coca-Cola, Delta, Eli Lilly & Co, Toyota Motor Corporation, Visa, and Comcast Xfinity - will sponsor a "commercial-free" live broadcast of the July 26 Opening Ceremony.