The pandemic led to lower TV ad spend and increased connected TV viewing this year. The shift in TV viewing means TV audience measurement gaps must be addressed to keep pace with how, what, and where consumers are watching TV.

COVID-19 has dampened 2020 TV advertising—however, data-driven linear (DDL) and addressable TV stand ready to scale as economic conditions eventually return to normal.

In this report, we take a look at growth estimates and the key near-term drivers for addressable, programmatic and over-the-top TV.

Too much TV to talk about

TV ads are still playing to win

The companies do not explicitly report revenue numbers for Canada, but the CMCRP’s methodology involves analysis of multiple data points from the Canadian Radio-Television and Telecommunications Commission (CRTC), IAB Canada, PwC and the companies’ public filings on international operations.

Putting together the automation requirements for programmatic TV.

Most digital display ads are now purchased programmatically in the US, but what’s next? We explore why digital audio, out-of-home and television are prime targets for programmatic buyers.

Growth estimates and the key near-term drivers for addressable, programmatic, and over-the-top TV.

Virtual pop idol Luo Tianyi is a case in point: In recent years, she has performed with human entertainers for the state television network’s annual Spring Festival Gala—the most watched TV event in the country. Many saw these appearances as the government’s tacit endorsement of mixed reality (XR).

This trend is likely to continue into 2021, which begs the question: how long before every advertiser looks to streaming television for success? eMarketer was pleased to moderate a Tech-Talk Webinar featuring SteelHouse's Alexa Tierney, director of customer success, for this Tech-Talk Webinar. She explored why advertisers are shifting budgets and reprioritizing CTV’s strategic role.

After reaching an expected saturation point last year, daily media time in Canada will climb further this year based on our latest forecasts. COVID-19 has driven up demand for media while people are quarantined at home, which will impact our full-year forecast.

While television has traditionally been used as an awareness channel due to measurement limitations, CTV’s digital capabilities allow advertisers to attribute performance metrics to their campaigns. Performance TV advertisers found this an enticing opportunity, with 95% launching campaigns leading viewers to a conversion page, versus just 80% in 2019.

eMarketer analyst Ross Benes, forecasting analyst Eric Haggstrom and vice president of content studio Paul Verna at Insider Intelligence discuss the launch of HBO Max. How is it different from HBO's other products, can its content compete and do Americans want it? They then talk about Disney+ reaching 55 million subscribers, programmatic OTT being set to surge and a new merged entity called NBCUniversal Television and Streaming.

Linear TV: Television programming distributed through cable, satellite, or broadcast networks; includes TV Everywhere, on-demand content. Multichannel video programming distributor (MVPD): A service provider that delivers TV programming over cable, satellite, or wireline or wireless networks.

On the week of the TV upfronts, we’re joined by eMarketer's vice president of multimedia Paul Verna to discuss why this annual event is still a big deal in the television industry. After all, isn’t TV ad spending trending downward? And wasn’t streaming supposed to be the death knell of TV?

State media network China Central Television (CCTV) is the main purveyor of sports programming in China, but OTT players, including Alibaba, Tencent and Baidu, have disrupted the ecosystem by securing streaming rights to major sports properties.

Penetration of live television also declined, but was still high in H1 2020, at 88.9%. Crucially, the share of internet users who watched films or TV shows via subscription video-on-demand (SVOD) services, such as Netflix or HBO Go, in the prior month rose to 90.4%—surpassing the reach of live TV for the first time.

For example, if Disney is promoting a new show on the National Geographic television channel, that is classified as media. But if Disney is promoting its Disney+ streaming service or advertising a theme park, that would fall into the entertainment category.

Media: Includes businesses primarily engaged in radio and television broadcasting (network and station) including commercial, religious, educational, and other radio or television stations. Also includes establishments primarily engaged in publishing.

As more cord-cutters supplement traditional television with digital offerings, many in the TV industry are keen on the growing practice of combining linear OTT subscriptions with on-demand streaming.

Linear TV: Television programming distributed through cable, satellite, or broadcast networks; includes VOD. Multichannel video programming distributor (MVPD): A service provider that delivers programming over cable, satellite, or wireline or wireless networks.

CTV is in a unique position: It’s literally the connection between television and digital. As such, many firms have slightly different definitions for CTV advertising, some including facets of both worlds.

Linear TV: Television programming distributed through cable, satellite, or broadcast networks; includes VOD. Multichannel video programming distributor (MVPD): A service provider that delivers programming over cable, satellite, or wireline or wireless networks.

Linear TV: Television programming distributed through cable, satellite, or broadcast networks; includes VOD. Multichannel video programming distributor (MVPD): A service provider that delivers programming over cable, satellite, wireline, or wireless networks.