Robert Eckelman
November 29, 2018
October 23, 2026
Nielsen has two different Gauge reports, but many advertisers may not know about its Ad Supported Gauge. While the methodology differs, the findings reinforce a significant gap between where Americans watch television and where advertising exposure occurs.
Streaming now accounts for nearly 50% of television viewing, yet just 22.3% of measured TV advertising exposure. As CTV advertising approaches $30 billion in 2026, the next major growth opportunity isn't simply attracting more viewers. It's closing the gap between where audiences watch television and where advertisers invest their budgets.
October 22, 2026
The conclusion: By the time the numbers confirm the damage, the people best equipped to help repair it may be working somewhere else.
Lowest Unit Rate doesn't necessarily mean a low rate. During political season, supply and demand can drive rates substantially higher. I'm not questioning the economics. I'm questioning the name.
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