Consumers today have access to a lifetime’s worth of TV content across a wide range of sources. On the surface, the fragmented nature of where content comes from can be challenging for media planning, but with a strong focus on time spent, it doesn’t have to be.

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.

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