• by Joe Mandese , Yesterday

At a time when CTV/streaming services have overtaken conventional linear TV -- both broadcast and cable -- in terms of share of total viewing, a new analysis of publicly reported data for the second quarter finds that linear TV still controls two-thirds of overall ad spending in the U.S.

The analysis, published this morning by theMadison and Wall Substack newsletter, estimates CTV/streaming services increased their share of total TV ad spending by three percentage points from the same quarter a year ago.

While impressive growth, the findings show that the CTV/streaming marketplace still has a way to go before catching up with linear's share of the medium's total ad spending.

According to Nielsen, CTV/streaming currently commands a 43.3% share of ad-supported TV viewing.

Significantly, the Madison and Wall analysis suggests CTV/streaming so far has not expanded the medium's total advertising pie, but has simply been cannibalizing linear's share.

"So far we do not see evidence in support of the idea that the emergence of CTV contributes to incremental growth of television, unless the medium is redefined to more broadly include other video-based inventory such as that which is available on YouTube, TikTok and Instagram, which most marketers generally manage as part of separate budgets," the newsletter's analysis concludes, noting: "Instead, CTV generally leads to share shifts among different participants who sell advertising alongside professional video."