CTV Will Command 36% Of Total Video Time Spent In 2022,18% Of Video Ad Dollars: IAB

Although it will have a 36% share of total video time spent, connected TV (CTV) will take only 18% of total video ad dollars in 2022 and is estimated to reach $21.2 billion by year's end, per a new Interactive Advertising Bureau video advertising report done in conjunction with Standard Media …

2 comments about "CTV Will Command 36% Of Total Video Time Spent In 2022,18% Of Video Ad Dollars: IAB".
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  1. Ed Papazian from Media Dynamics Inc, May 2, 2022 at 9:46 a.m.

    I assume that the stat that CTV accounts for 36% of all "TV/Video" viewing came from one of the "alternative" viewing measurement sources---not Nielsen who is telling us that linear TV captures 70% of all "TV "viewing" time while streaming---including Netflix, Hulu, YouTube, Disney+, etc.  gets 30%. . In any event advertisers don't allocate their ad spend based on time spent with the media---never have, never will. If they did, national ad dollars would surge in radio while dropping to almost zero for magazines and cable would easily outdraw broadcast TV---but it dosen't because of the way buyers have forced cable to price its audience.

  2. Ed Papazian from Media Dynamics Inc, May 2, 2022 at 8:03 p.m.

    I've been playing with the numbers as cited. Taking the eMarketer ad spend estimates for 2022 and adding $65 billion for linear TV you get exactly 18% of the total ad spend on what they refer to as "CTV"---which includes AVOD. However when you take the viewing time figures  you get 3.0 hours for "linear TV" and 1.7 hours for "CTV", or a total of 4.7 hours---hence "CTV's share of 36%. But what about all of that money spent to advertise on  "other social media" and online videos, which accounts for about 25% of the total ad dollars? Should we assume that no time is devoted to watching these videos? That doesn't seem right. If we give them, say, 1.2 hours a day in time spent, this reduces "CTV's" share of the total to a mere 29%. Golly, it's fun to play with numbers----isn't it?

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