TV ad views continued to increase 50% YoY in the first half of 2021: FreeWheel Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 5:37 PM UTC

The FreeWheel study found an increase in streaming drove the growth in TV ad views.

With an increase in streaming, ad views continued to increase significantly during 2021 H1. Streaming services accounted for 45% of total recorded ad views, more than TV Everywhere (TVE), Set-Top Box Video on Demand (STBVOD) and Virtual MVPDs as a distribution platform.

Around 60% of total ad views were made up of connected TVs, with Roku and Fire TV devices continuing to lead with 43% and 26% of CTV views, respectively. Interestingly, more than half of CTV buyers plan to invest more in programmatic this year than in 2020.

With 92% of ad views, entertainment programming is continuing to lead the premium TV video ecosystem. Moreover, with advancements in audience targeting capabilities, behavioural targeting increased in 2021 H1.

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