With measurement disputes, weak upfronts, and a writers strike, Q2 was rough in the digital video and TV space. On the bright side, connected TV (CTV) continued to make gains in time spent and ad spending. The soft upfronts mean that advertisers should prepare for a tight scatter market in ensuing months.
KEY POINTS THIS REPORT WILL EXPLORE
KEY STAT: Over a five-year period, CTV time spent among US adults will more than double, from about 1 hour per day in 2019 to over 2 hours per day in 2024, per our forecast.
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