Although connected TV and streaming continue to grow in usage, they largely play a supporting role in comparison to linear TV buys, according to a new survey by Advertiser Perceptions and Hub Research.
Slightly more than 51% of advertisers plan their linear TV buying first -- their “primary” buy -- …
Wayne, a better indicator of how the two segments of "TV" stand with advertisers is how they alocate their money. As an educated guess, counting all dayparts, not just prime, CTV/AVOD willl get only 10-15% of the current upfront ad dollars for the 2022-23 TV season.