U.S. viewer attention to connected TV ads rose to 51.5% in Q1, surpassing linear TV (54.5%). Attention for premium CTV apps now outranks linear ads at 56.1%.
Top CTV apps include YouTube (20%), Netflix (17%), and Hulu (10%). OEM free ad-supported streaming TV apps like The Roku Channel saw a 9% household reach increase in Q1.
CTV ad attention grew by 2.3% in Q1, with premium CTV apps increasing significantly to 56.1%. This rise may indicate CTV ads surpassing linear TV ad attention.
Yan Liu, CEO of TVision, noted advancements in CTV advertising reach, scale, attention, and engagement each quarter. CTV ad volume is at an all-time high with increased engagement.
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