CTV still a metro-heavy market, cannot replace linear TV's reach yet: VDO.AI's Arjit Sachdeva
· 4d ago · Originally reported by Storyboard18
CTV still a metro-heavy market, cannot replace linear TV's reach yet: VDO.AI's Arjit Sachdeva
This is the outlet’s own summary while our desk writes an explainer. Read the full story at Storyboard18.
Read the original at Storyboard18
Terms in this story
CTV (connected TV)
CTV (connected TV) is any television connected to the internet, such as a smart TV, streaming stick, games console or set-top box, and the advertising shown in streaming apps on it.
Linear TV
Linear TV is traditional scheduled television, broadcast, cable or satellite, where viewers watch programmes at the time the channel airs them, with ad breaks sold to all viewers of that channel.
Reach
Reach is the number (or percentage) of unique people or households who saw an ad at least once during a campaign, as opposed to the total number of impressions.
Go deeper
Related stories
Diwali demand pushes Indian CTV ad rates up as much as 30%
Brands are stepping up connected TV advertising for Diwali, India's biggest festive shopping season. The surge in demand has driven CTV ad rates up by as much as 30%.
Explaining persons-per-household
Persons-per-household is the average number of people living in one household, a census statistic that TV and CTV measurement uses to turn homes into viewers.
Explaining Nielsen Gauge
Nielsen Gauge is a monthly Nielsen report splitting US TV-set viewing time between broadcast, cable and streaming, with shares for YouTube, Netflix and others.
Explaining watchlist
A watchlist is a saved list of films and shows a viewer intends to watch later, kept by streaming apps and TV platforms and read by them as a signal of intent.
Google drops DV360 sensitive categories, leaving 3 tiers and 10 themes
CTV, audio and display line items inherited YouTube's inventory modes on October 1, 2026. Does the MRC accreditation behind those tiers reach TV screens yet?