Download: Insights for the modern TV advertiser

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This new report examines major insights, implications, and predictions for advertisers, based on data from the perspective of viewers, advertisers, and sellers. Download now     How Viewers are Viewing They prefer live content on both TV and streaming. 89% of traditional TV viewing is spent watching live TV and 54% of digital video viewing is live.1    How Buyers are Buying Nearly 60% of advertisers included a digital screen in addition to their TV campaign to maximize reach.2  And among multiscreen campaigns, reach is highest when 20-30% of ad investment is allocated to streaming.3    How Sellers are Selling They’re turning to technology to maximize efficiency. TV advertising sellers are working with 60% more programmatic partners on average.4    Sources: 1: Comcast Aggregate Viewership Data (2H ’21); Freewheel Video Marketplace Report 2H ’21 2: Effectv 2021 Sales Performance Reporting. Multiscreen inclusion for market-level accounts as of 1/3/2022 3: Comcast Aggregated Viewership Data combined with Ad Exposure Data from TV + Effectv Streaming campaigns 2H ‘21 4: FreeWheel MRM platform data, 2H ‘21

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