We've heard about cord cutting, for a decade people have been talking about it. But the fact of the matter is people still spend a lot of time watching regular old-fashioned TV. But as of last year, according to our new calculations, the pivot point occurred, and we now spend more time per day watching digital video.
But in four years, or even in two years, I expect CTV podcasts or retail media to grow and eat more of these budgets and for cord cutting to reduce the audience to the point where advertisers look for other methods during political seasons. Marcus Johnson (03:30):. So the current balance of power is I think 7 billion spent on political TV ads versus 1.5 billion for political CTV ads.
But the key here is that this is not going to be a panacea in their cord-cutting woes. Marcus Johnson:. Ethan. Ethan Cramer-Flood:. Now, this strikes me as a potentially monumental turn of events. I have a feeling it's going to take a while for this to play out. But for that small handful of people like myself that have not cut the cord, it's pretty much entirely live sports that is keeping me there.