Advertisers are being left behind by their linear-only strategy As more people cut the cord, advertisers are struggling to meet their marketing goals with linear TV. However, the rapid growth of streaming viewership is still exceeding the advertising spend, even...

May 17, 2022

Advertisers put brand safety top of mind, as brand risk dropped by 4% globally—and it’s paying off.  As brand safety issues continue to plague the advertising industry, one question remains: is one marketing channel better shielded than others? Connected TV...

May 13, 2022

Fig. 1 No longer a fledgling advertising channel that’s new and unproven, Connected TV has risen to transform the advertising landscape—and forced advertisers to rethink their budgets. This sort of transformation has caused a series of ripple effects, including changes...

May 10, 2022

Research suggests specific combinations of ad creative elements produce specific outcomes and sentiment.   Is there such a thing as too many actors in a television commercial? Or too many speaking roles? We investigated the many creative elements that contribute to...

April 16, 2022

Increased advertising spending is changing how audiences, brands, and marketers interact with Connected TV Fig. 1 Connected TV’s continued rise to dominance in the television landscape has been predicted for some time, as viewers continue to leave behind linear TV...

March 23, 2022

Connected TV is the New Normal In the 1930s, every home had a radio to listen to their favorite programs—sponsored by the biggest advertisers of the time.  By the 1950s, every home had a television to watch their favorite shows—with...

February 9, 2022

Free ad-supported streaming TV is winning over US audiences. FAST will reach 131.4 million US viewers this year (38.7% of the population), and projections show that share will climb to 43.3% by 2030. Viewers are spending more time there, too:...

June 12, 2026

Every four years, international soccer's biggest tournament drops into the cultural calendar with an impact that's harder to quantify than any other sporting event. Because very few events ask so many different kinds of people to pay attention at the...

June 12, 2026