Connected TV (CTV) is becoming one of the most heavily funded channels in U.S. advertising, but many marketers still lack confidence that their campaigns are reaching the right audiences, according to a recent report from Gracenote, Nielsen’s content metadata division.
The study, based on a July 2025 survey of 600 brand and agency executives, finds that nearly half of respondents have shifted 26% or more of their media budgets into CTV over the past three years.
Among major verticals (financial services, retail, tech and health care), that share rises above 50%. At the same time, 27% of all surveyed advertisers now devote at least 40% of their total ad spend to CTV.