December 15, 2020

Reasons US Agencies and Brand Marketers Are Shifting Linear TV Budget to OTT/Connected TV (CTV) in 2021, Nov 2020 (% of respondents)

Note

Respondents were asked, "Why are you shifting budget from Linear TV to OTT/CTV? Select up to 3 options." Data was provided to eMarketer by Interactive Advertising Bureau.

Methodology

Data is from the December 2020 Interactive Advertising Bureau (IAB) "2021 Marketplace Outlook Survey Results." 266 brand marketers and agencies were surveyed during November 12-30, 2020. Respondents include media planners, media buyers, and marketers who have purview into US ad spending and revenues in 2020. Respondents were from agencies (51%), brands (37%) or other companies (12%) from leading verticals that include financial services (28%), CPG/food and beverage (25%), health/healthcare (23%), automotive (22%), and travel/tourism (20%).