We forecast US advertisers will spend a combined $86.40 billion on linear and connected TV (CTV) this year—in other words, about 1 in 4 ad dollars will go to ads on the TV glass. But as linear TV ad spending stagnates, networks are incentivized to prove the reach and efficacy of their digital properties.
The days of Nielsen’s near monopoly are gone. But the so-called “multicurrency” future is not yet assured, and we’re still at least a year away from any resolution. There are three potential outcomes, according to November 2022 research from Deloitte commissioned by the Association of National Advertisers (ANA), the American Association of Advertising Agencies (4A’s), and the Coalition for Innovative Media Measurement (CIMM):
Test-and-learn initiatives are expensive, and many smaller buyers and sellers lack the resources to update their legacy systems, onboard and pay additional measurement vendors, and store the necessary data. This means larger networks and agencies command the most influence in the transition to a new normal, as they often do. In the end, smaller players will likely be left playing catch-up to currency decisions made with little input from them.