• by Wayne Friedman , Staff Writer, 5 hours ago

Large screens have seen their dominant share of premium streaming open programmatic ad spend grow to 79% in July, up from 57% in June -- compared to streaming spend on smaller screens, according to estimates from Pixalate.

Open programmatic ad spend across smaller screens dropped to 21%. from 43% in June.

Looking at all open programmatic ad spending -- on all screens, among streaming platforms -- Amazon Fire TV has a leading 37% share (up from 30% in July). 

Apple TV rose to 7% (vs. 4% in June ) and Samsung Smart TV came in at 4% (vs. 5% in June).

Looking at smaller screens, Android dipped to 15% (down from 25% in June), while Apple IOS declined to 6% (vs. 17% in June).

Large screens encompass all smart TV/CTV devices, including Roku, Amazon Fire TV, Samsung Smart TV sets and Apple TV.

In July of this year, ad spend for four main dayparts -- morning, afternoon, prime time and overnight, for any size screen -- was roughly split by around 25%.

The morning daypart (6 a.m. to 12 p.m.) was highest for small screens in terms of ad spend -- at 27%. Large screens saw the best results with overnight dayparts (11 p.m. to 6 a.m.)

Larger screens see roughly even ad spend between two programming genres -- news (37%) and reality TV (30%).

The strongest channels for large screens are CNN (16%), HGTV (13%) and Food Network (11%).

The biggest spend for small screens is dominated by news (51%). Comedy is at 16%, with documentary at 11%, reality/unscripted at 8% and drama at 4%.

Leading small-screen channels for spending include The Weather Channel (25%), Scripps News (22%) and BET (10%).

Open U.S. ad programmatic spend is roughly $6 billion to $7.5 billion -- about 20% of all programmatic ad spend. Overall programmatic CTV spend estimates range from $27.8 billion to $35.5 billion.