Commentary
TTD: Cord-Cutters Set To Exceed Cable Users, 92% Of Advertisers Say CTV Is As Effective As Linear
- by Karlene Lukovitz @KLmarketdaily, July 2, 2021
Cordless consumers are on track to exceed cable viewers within the next year, according to a survey of 4,000 U.S. adults conducted by YouGov for The Trade Desk’s latest “Future of TV” report.
The report also includes insights on advertisers’ views on streaming versus linear, based on a survey of …
Karlene Lukovitz is editor of MediaPost's "Digital News Daily" and writes the weekly "Video Insider" and "Advanced TV Insider" columns. You can reach her at karlene@mediapost.com.
Karlene, that's a boat load of stats. However, as I'm sure you know, when a research source says that the sample was weighted to be "representative" of the U.S. adult population, all they are doing is changing the projection value of various segments in the sample so, in aggregate, the total sample seems to resemble the known population stats by sex, age, income, race, etc. That's a standard "sample balancing" device but it assumes that the various respondents for each cell that was weighted were representative of that particular demo---except there were too many or too few of them---which may or may not be the case. For example 150 "advertiser planning and buying decision-maker" respondents were questionned about CTV, "linear TV", etc. and provided answers. Great! But one wonders how many of these people work at companies like General Motors, P&G, Coca Cola, etc. and what, exactly, were their job functions? This is not to say that the findings are right or wrong, but a lot of studies are floating about these days based on rather small samples and when that's the case the question of whether or not their replies are truly representative arises.