蘑菇AV

US CTV Time Spent vs. Ad Spending 2024 (蘑菇AV subscription required). Note: Data was provided to 蘑菇AV by iSpot.TV.

With cable in decline, Comcast bets on hybrid strategy: Peacock revenue grows, but subscriber slowdown raises questions ahead of its NBA media rights rollout.

CTV political ad spend growth is outpacing traditional TV: CTV can target highly specific demographics and is an easy transition from traditional TV. 30-second spots that work on TV are also applicable to CTVs, though marketers should also leverage the channel鈥檚 unique ad formats that drive higher engagement.

Digital ad channels will see some return to normalcy, but election spending also mirrored broader shifts in the ad industry, such as linear TV ceding more ground to connected TVs.

In walled gardens, where channels like connected TV, social media, and retail media rely heavily on first-party data, advertisers benefit from closed-loop attribution and logged-in audiences. However, Mitchell-Wolf pointed out that, 鈥淧latforms often limit access to user-level ad performance delivery data due to privacy requirements or their own financial interests.鈥�

Netflix鈥檚 Q4 revenues rise 16%: Record 19M new subscribers boost ad-tier uptake and live sports engagement.

While its slight decline could be due to the election, even those ad dollars are sliding more to connected TV. Scripted content鈥檚 absence from the top 10 could suggest that viewers are leaning more toward unscripted reality series.

ViX also positions TelevisaUnivision to capitalize on the increasing shift of political ad spending toward connected TVs (CTV). The channel allows for hyper-specific targeting, and consumers report high ad relevance compared with traditional TV, making it a valuable vehicle for political advertising. TelevisaUnivision鈥檚 strong quarter was also helped by sports content.

Advertisers won鈥檛 have to quit third-party cookies cold turkey, but long-standing market dynamics around access to quality data aren鈥檛 going anywhere.

Digital audio, flat, but time spent watching CTV is really one of the only digital activities that is growing, users adding an extra 10 minutes of CTV time to each day in 2025. The other part of this as well, Paul Werner wrote Our Future of Digital 2025 report, linked in the show notes he was writing about this.