"While TV has always been a performance medium, with GRPs driving sales, digital-style measurement and attribution is making it easier for marketers to connect the dots between a TV commercial and a sale. Take Netflix, which built a conversion API (CAPI). Or Comcast, which built its own conversion API for Universal Ads. These APIs make it easier to tie ad exposures to sales."
"Sports rights are moving to streaming, like Amazon's Thursday Night Football. And events like the Super Bowl and the Olympics were simulcast across Peacock and linear TV. But the shift in who controls live sports rights will not happen without regulatory friction. There's been litigation over NFL's Sunday Ticket and a Fubo TV lawsuit against the joint venture Venu."
"The move will bring more scale to each company - though the media spend each of these mega-programmers can command from agencies is still dwarfed by the likes of Google, Meta and Amazon."
Connected TV is evolving to bridge upper and lower funnel marketing through performance measurement technology. Streaming platforms like Netflix and Comcast have built conversion APIs similar to those used by digital platforms, enabling marketers to directly attribute TV ad exposures to sales. Simultaneously, live sports rights are migrating to streaming services such as Amazon, with major events simulcast across multiple platforms. This shift faces regulatory obstacles, particularly regarding consumer access to historically free content now behind paywalls. The industry also sees consolidation, with Paramount acquiring Warner Bros. Discovery to increase scale, though these programmers remain smaller than tech giants like Google, Meta, and Amazon in terms of media spending power.
#connected-tv-advertising #performance-measurement-and-attribution #streaming-sports-rights #media-consolidation #regulatory-challenges
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