Connected TV 5 Min Read

Consumers Still Mixing Connected TV & Traditional

Written by Tim Edmundson

A Mix of CTV & Traditional is Good for Advertisers

Traditional TV isn’t going anywhere – not anytime soon – and that could very well be good news for Connected TV advertisers. While CTV subscriber rates and viewer numbers continue to increase, many homes mix traditional and CTV viewing together. Why is that good news for CTV advertisers? Because traditional and CTV work extremely well together.

According to joint research from Roku and Magna, running ads on both traditional and Connected TV results in a 99% lift in brand favorability. That’s compared to a 21% increase for traditional-only, and 42% for CTV ads. Combined with the fact that running CTV ads alongside a traditional TV campaign increases ad recall by 34%, advertisers who are already running TV commercials can only benefit from adding CTV to their marketing mix.

Connected TV in the News

‘Traditional TV’ Very Strong, But Millennials Are Killing It
Radio+Television Business Report

While traditional TV is doing well with the general population, 18-34 year olds are overwhelmingly opting for CTV services. 

FX Plus Streaming Subscription Service to Shut Down in August
Subscription Insider

It’s happening — FX Plus has fallen victim to the consolidation wars, with Hulu taking on their content. This could signal a new chapter in the evolution of CTV. 

Roku and Amazon Are Battling Over the Low-Cost Smart TV Market
The Motley Fool

Owning a piece of how viewers watch Connected TV is big business, and the two industry leaders are duking it out for control.

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