73% Of Marketers Now Using Addressable TV
- by Karlene Lukovitz @KLmarketdaily, August 1, 2023
Nearly three quarters (73%) of marketers report using addressable TV in the latest survey by Advertiser Perceptions for Go Addressable — up by 16%, from 63%, from a survey conducted at the same time last year.
Go Addressable is an industry initiative led by TV distribution companies, focused on helping …
If 73% of all marketers---I assume this refers to U.S. marketers---- are using addressable TV why are the estimates of ad spending for this type of TV buy so modest---only about $3-4 billion annually last time I looked. One would expect a spending level of at least $10-15 billion annually in the U.S. if such a high percentage of use is true. Or, maybe the average spend rate per user is very tiny. Or, perhaps some respondents claimed to be using "addressable TV" who don't understand what the term means. Or, the really big national TV spenders were hard to reach in such a survey and were not properly represented?I'm not blaming the research---this kind of thing isn't easy to measure when the term, itself, is so widely used and often misinterpreted. I simply find that 73% figure hard to accept---but maybe it's correct and I'm being overly skeptical.