Streaming Ads Convert at 3.49% vs. 0.69% for Linear TV, iSpot Data Shows
TLDR
iSpot data across 30 brands shows streaming TV ads converted at 3.49% against 0.69% on linear, while streaming takes 48.7% of US TV ad spend on 21.9% of impressions.
iSpot found that streaming ads converted at 3.49% across 30 brands, compared with 0.69% for linear TV, while linear spend hit a seven-quarter low. The data also shows streaming accounts for 48.7% of US TV ad spend on 21.9% of impressions, as first reported by PPC Land.
How we got here
- Oct 26YouTube reaches record 15.8% of US TV share as $12bn in political ad spending drives up CTV prices
YouTube's record 15.8% share of US TV time and $12bn in midterm political ad spending are pushing up connected TV costs, displacing regional brands from local broadcast.
- Oct 21Streaming TV gains 6.2 percentage points of US ad exposure in a year
Streaming TV's share of US ad exposure grew 6.2 points year-over-year, with broadcast at 43.2%, cable at 34.5%, and YouTube commanding 44.4% of streaming ad time.
- Oct 21YouTube and Tubi dominate streamers' ad exposure time, according to new Comscore data
Comscore's new Score Report shows YouTube and Tubi lead streamers in share of audiences' ad exposure time.
- Oct 1373% of advertisers plan to increase spending on live sports streaming and CTV
Research from Premion and Advertiser Perceptions finds 73% of advertisers plan to increase spending on live sports streaming and connected TV.