Our latest forecasts for TV and CTV ad spending, as well as those for time spent with each medium, point to CTV’s inevitable eclipse of its linear counterpart.
The glory days of linear TV advertising are gone, but TV advertising isn’t going away as much as it’s shifting from traditional pay TV services (cable, satellite, and telecom) to internet-delivered connected TV (CTV) programming. This transition will accelerate as digital platforms continue to scale and advertisers warm to the benefits of CTV advertising over traditional TV, which include better targeting and measurement options and the potential for interactivity, ecommerce, and attribution.
3 KEY QUESTIONS THIS REPORT WILL ANSWER
How much will advertisers spend on traditional TV in the next four years?
What budgets are advertisers shifting to CTV?
How is ad spending tracking with time spent for linear and CTV?
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