Earlier this year, Forbes reported that Cord Cutting will continue to accelerate in 2021 with “27% of cable households disconnecting.” Other reporting from NBC Universal shows that 76% of streaming watch time is on a TV screen. With so many former cable subscribers cutting the cord, Connected TV Advertising offers unduplicated reach. These viewers no longer watch linear content!
Modern consumers now have an average of 4 Streaming TV services and half are ad-supported subscriptions. TV viewing habits are in a generational shift. All generations are shifting their viewing. All generations are cutting the cord. Why: To save money, to watch their favorite content. It’s simple! CTV Advertising offers unduplicated reach with the targeting benefits of digital marketing. Reach these folks with Advanced TV tactics including re-marketing to their other devices.
2021 Connected TV advertising data also suggests that CTV Ads are as effective or more effective that linear TV. Direct to Consumer (DTC) shoppers spend most of their weekly TV time watching their favorite shows and movies through streaming, with an average of 13 hours a week (20% higher than cable, and 70% higher than social). For Marketers looking to advertise to this high value audience, there’s research that explores exactly how Direct to Consumer brands are using Connected TV to reach these customers.
