Commentary

Legacy TV Faces Challenges: Maturing Streaming, Lack Of A Future Ad Vision

by Wayne Friedman , Staff Writer, August 22, 2023

With connected TV's advertising investment looking to grow 13% to $25.9 billion globally this year -- and 10.4% over the next five years, according to GroupM -- that would suggest a now maturing business.

But perhaps not in the way you might think.

Analysts have been ruminating about a CTV …

advertising, connected tv, media, research, revenue, search, television

1 comment about "Legacy TV Faces Challenges: Maturing Streaming, Lack Of A Future Ad Vision".

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Ed Papazian from Media Dynamics Inc, August 24, 2023 at 9:25 a.m.
Wayne, based on our study of the national TV upfront, it's clear that a good bit of the $8 billlion that went into upfront CTV buys came from "legacy TV"---but it's hard to determine exactly how much as no advetiser has a "TV budget" or for that matter a "budget" for any medium. The amounts to be allocated each year are determined in the media planning phase as the brands sort out their needs and the amounts they can afford to spend on advertising. As for how many dollars are moving from "digital" venues---such as social media-----to CTV, this, too, is largely unknown---but I'd wager that it is a sizeable and growing piece of the pie---especially at the local market, small business level.
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