CTV's Local Moment Has Arrived Thanks To Total TV Convergence | AdExchanger

"Roughly seven in 10 CTV advertisers (70%) plan to increase their CTV/OTT spending in 2026, with budgets rising an average of 17%. This isn't incremental testing; it's structural commitment. Convergence moves from strategy to execution. For years, the industry has talked about total video. In 2026, advertisers are operationalizing it."

"Our study shows that integrated or hybrid teams now control 55% of CTV and streaming TV budgets, reflecting a meaningful shift in how organizations plan and activate video investments. Rather than managing linear and streaming in silos, marketers are increasingly tasked with orchestrating reach, frequency and performance across the full TV ecosystem."

"Four in five agree that combining linear TV and CTV drives stronger results across key brand and performance metrics, from awareness to ROI and ad recall. Convergence is becoming the operating model. Advertisers cite the ability to reach highly engaged, opt-in audiences (44%) and combine television's branding power with digital precision (40%) as primary reasons for increasing investment."

Connected TV (CTV) has evolved from a standalone advertising channel into a core element of comprehensive video strategies. Seventy percent of CTV advertisers plan to increase spending in 2026, with average budget growth of 17%. Integrated or hybrid teams now control 55% of CTV and streaming TV budgets, reflecting a shift toward total video operationalization rather than siloed management. Advertisers recognize that combining linear TV and CTV produces stronger results across brand awareness, ROI, and ad recall metrics. The primary drivers for increased CTV investment include reaching highly engaged, opt-in audiences and combining television's branding power with digital precision. Budget reallocation from linear TV, display, search, and social channels indicates CTV is gaining competitive share within the broader media mix.

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