Although connected TV and streaming continue to grow in usage, they largely play a supporting role in comparison to linear TV buys, according to a new survey by Advertiser Perceptions and Hub Research.
Slightly more than 51% of advertisers plan their linear TV buying first -- their “primary” buy -- with CTV being a “support” to that bigger linear TV buy.
More importantly, just 15% of advertisers say CTV was their primary media buy -- with linear TV as a support to CTV.
Still other data shows growth in “equal weight” support for both linear TV and CTV -- with 34% of advertisers saying linear TV and CTV were “planned together to support each other.”
For some, CTV has been used to help fulfilled linear TV guarantee agreements: 16% say linear TV was their “primary” buy, with CTV included as “make-good” inventory for those linear TV under-deliveries.
The survey also reveals that 69% of CTV-intended advertisers will focus their efforts over the next 12 months on buying advertising video-on-demand platforms -- with 71% intending to buy on advertising through device manufacturers (i.e., Roku, Amazon Fire TV, Samsung, or Vizio).
Wayne, a better indicator of how the two segments of "TV" stand with advertisers is how they alocate their money. As an educated guess, counting all dayparts, not just prime, CTV/AVOD willl get only 10-15% of the current upfront ad dollars for the 2022-23 TV season.