Cable and internet service providers like Comcast and Spectrum aren’t far behind. This small cohort of telecom advertisers, along with a handful of their direct competitors, will mostly outspend the rest of the tech world on digital advertising all on their own.
Several factors unique to China drive this robust digital video viewership: better content selection on OTT services than on cableTV, the population’s mobile-first mindset, and high rates of smart TV adoption.
For context, TV CPMs increased significantly during the latest upfront season. Upfront cable primetime CPMs for the 2021–2022 season increased 9.7% to $22, and broadcast primetime CPMs grew 19.4% to $45, per Media Dynamics. Ad Age reported that overall broadcast TV ad prices significantly increased during the 2020–2021 TV season but will be relatively flat during the current 2021–2022 TV season.
Nielsen, the de-facto standard for TV ratings and ad measurement for generations, ran afoul of its TV network clients in 2021. The Vab—the trade group for US TV networks—successfully petitioned the Media Rating Council (MRC) to suspend its accreditation of Nielsen’s national TV ratings service.