Toluna and Tremor Video surveyed over 1,100 Americans.
The report revealed that 52% of consumers aged 18-34 and 54% aged 35-54 don’t see any difference between connected TV (CTV) and cable or satellite TV. However, with the surge in CTV amid the pandemic, marketers are shifting their ad dollars out of linear and into CTV.
But around two-thirds of consumers aged 18-54 prefer the convenience and content available on CTV rather than linear TV. This is mostly because of ad-free shows on connected TV screens.
Further, 42% of total video impressions came from CTV in mid-May, according to a report from Extreme Reach. Devin Fallon of Tremor Video said, “Outside our media and marketing bubble, the distinction between linear and connected TV is not nearly so stark as we imagined it to be”.
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