Frankly, the TV market's vanishing impression problem is even more concerning than the numbers indicate. We know that viewing is rapidly migrating from linear to streaming, with streaming now accounting for 39% of US viewing. Viewers have a lower tolerance for spotload on streaming platforms, and pricing tiers allow viewers to pay for ad-free experiences.
This latter point means that those 25% of vanishing impressions will come disproportionately from the very people with the most money to spend – consumers who buy the most. Scarcity could be beneficial, leading to the need for lower frequency advertising to reach potential buyers effectively.
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