Advertising budgets follow the eyeballs. Ad budgets move slower than viewers.
Advertising dollars follow the eyeballs. While this is true ad dollars tend to move much slower than viewers.
I sold cable advertising from 1986 through 1990. Every year we would see more and more acceptance. First, the viewers moved then the dollars followed. We are seeing this play out again, this time dollars are moving from traditional television and cable to #CTV #Streaming #OTT.
I think the transition will be much faster because this metamorphosis has happened much quicker and is receiving much more of a spotlight.
According to Pixalate, 94% of U.S. households are reachable through CTV
Statista has it at 92%
LG has it at 93%.
Whatever the real number is it is clear that CTV is on par with traditional broadcast and has a larger reach opportunity than traditional cable.
CTV Reach Increases by year
94% reach 2022 46% of U.S. adults watch CTV daily***
86% in 2021 62% of adults 18-34 watch CTV daily
59% in Q1 2020. 54% of adults 35-54 watch CTV daily
24% of adults 55+ watch CTV daily
A recent IAB survey says 73% of buyers are expected to shift their media spend from linear TV to support their increase in CTV ad investment.
As the saying goes rising tide lifts all boats. The interesting thing to note is that the all other category is growing much faster than some of the well branded CTV providers like Hulu YouTube and Pluto.