Streaming Accounts for Nearly Half of US TV Ad Spend Despite Fewer Impressions
· 1h ago · Originally reported by PPC Land
A recent iSpot study shows that streaming platforms now capture 48.7% of US TV ad spend, even though they only deliver 21.9% of total TV ad impressions. Streaming ads also demonstrated higher conversion rates compared to traditional linear TV, while spending on linear TV has dropped to its lowest point in nearly two years.
Why it matters
This shift highlights how advertisers are prioritizing streaming for its effectiveness, even if it reaches fewer viewers, signaling a major change in how TV ad budgets are allocated.
Explain it like I’m new here
Advertisers are spending more money on streaming TV because it works better, even though fewer people see those ads compared to regular TV.
Terms in this story
Impression
An impression is one instance of an ad being served and counted as displayed to a user; it is the basic unit that most online advertising is bought and sold by.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
Conversion
A conversion is a valuable action that an advertiser wants people to take after seeing or clicking an ad, such as a purchase, sign-up, app install, call or form submission.
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.
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