TV Audience and Brand Insights

Viewer Attention Study: Harnessing the Power of CTV

It has become more difficult in today’s fragmented TV landscape to capture viewer attention. In partnership with CTV measurement leader TVision, we explored how households are watching television and if they are paying attention to both content…

2023 Holiday Shopping Study

The 2023 Holiday Shopping Study explores into consumer behavior related to connected TV viewing, holiday TV advertising, and shopping habits during the holiday season. The findings of the report emphasize the substantial viewership of holiday…

How We Watch: Trends in TV Habits

Our latest study, ‘How We Watch: Trends in TV Habits,’ delves into consumer preferences for TV watching. It explores reasons behind the growing preference for streaming TV over linear TV, such as the fact that 47% of consumers consider streaming…

Enhanced Ads Study

"Enhanced Ads: The Actionable Format (Canada)” explores consumer behavior and perceptions regarding various types of enhanced ads. These ads employ dynamic creative optimization through the use of data signals such as location, weather, QR…

The Big Shift: Wave II Canada

The Big Shift: Wave II (Canada) study examines consumer behavior and perception towards Connected TV and Free Ad-Supported Streaming TV (FASTs) and how this has changed since the first wave was launched last October. The study reveals a decline…

Direct-to-Glass Playbook

The Next Era of Connected TV The fragmentation of the TV landscape has resulted in the same audiences being found across multiple platforms. As the number of content providers and associated subscription costs continue to grow, consumers are…

The Clear Advantage of Direct-To-Glass Advertising

NewFronts 2023 Presentation Learn how increased access to data and content is transforming the advertising industry. This presentation includes: our latest research findings, shedding light on emerging trends and opportunities in the CTV…

The Connected Gamer

Gamer Insights and Viewership Study Gamers make up the majority of Connected TV (CTV) users, with a whopping two-thirds of US CTV users playing video games. Free ad-supported streaming TV (FAST) content is a popular choice amongst gamers –…

The Big Shift: Wave II

As TV viewers move away from cable/satellite TV to streaming options, consumers today want more free, ad-supported TV (FAST) content. In fact, 63% of consumers prefer to stream free content rather than paying for a subscription. As a result,…

Game Day and Beyond: The Sports Viewership Study

TV sports are must-watch TV, with 80% of sports viewers watching live sports at least once a week. Viewership of sports content is on the rise, creating opportunities for brands to tap into this highly-engaged segment. Basketball (both professional…

Awards Show Viewer Study

As viewers move more towards streaming options, content is quickly beginning to follow. In 2023, many major Awards Shows announced streaming partners to better connect with audiences where they are and broaden their reach. This report investigates…

Enhanced Ads Study

Enhanced ads using Dynamic Creative Optimization (DCO) are increasingly becoming popular to engage audiences and ultimately, drive brand KPIs. We ran a study to understand how consumers perceive enhanced ads, how likely they are to interact…

Holiday Shopper Study

We conducted a study to better understand how holiday shoppers prepared for the season, how much they are planning to spend and more. The report also highlights changes in TV viewership surrounding the holidays and key buyer personas. To learn…

Canada CTV Report – The Big Shift

The latest edition of our study, ‘CTV: The Big Shift', dives into Canadian consumer preferences and attitudes towards CTV. The report explores how 88% of internet users are reachable via CTV, providing a massive opportunity for advertisers…

US CTV Report – The Big Shift

We conducted an online survey of 773 U.S. consumers in September 2022 and found that 93% of internet users are reachable via CTV, with 4 in 5 consumers using ad-supported apps. CTV is cannibalizing linear TV at a steady rate with 21% watching…

UK CTV Report – The Big Shift

CTV adoption in the UK continues to boom with 94% of internet users in the UK being reachable via CTV. We conducted a study to understand how UK consumers watch TV, their attitudes towards ad-supported content and more. Download the full…

Insights Report: FASTs — The TV Viewers’ New Channel Of Choice

Free ad-supported streaming channels (FASTs) have changed the TV game by providing consumers with engaging content at zero cost and creating opportunities for brands and advertisers to place their ads in front of highly receptive audiences. We…

Alcoholic Beverage Category Insights Report

April 7 is recognized as National Beer Day! Curious about where alcoholic beverage brands place their ads? Wondering how to reach beer, liquor and hard seltzer drinkers across multiple shows, platforms and networks? Learn how your brand can…

Road to the Final Four: Making Moves during March Madness — TV Viewing Insights Report

The NCAA basketball tournament will be the next big thing to hit screens (and stadiums!) after the Super Bowl. How can you ensure that you're reaching these audiences not just during March Madness but also before and after? Is linear TV advertising…

Get Some Olympic Gold For Your Brand: TV Viewing Insights Report

Sixty-two percent of TV households tune into the Olympics, but the average Olympics viewer spends just 45 minutes on Olympics broadcasts each day. What other programming do these viewers watch? How can an advertiser avoid paying the high rates…

Christmas/New Year’s Viewing Insights Report

Bring on the toys and luxury goods! As everyone gets into holiday mode, retail brands, (specifically toys and luxury brands) increase their ad frequency. Viewership behavior during the December 24 - January 1 timeframe also shifts in line…

Thanksgiving Viewing Insights Report

During the Thanksgiving holiday, the average daily watch time for linear TV & OTT goes up by 25%. How can brands take advantage of this increased viewership to reach audiences? What programming are these audiences most likely watching? Find…

From Insights to Action: Retail Brands, Holiday 2021 Report

Retail brands are getting ready for the upcoming holiday season, marked by a huge increase in advertising. While ad impressions and frequencies are on the rise, are retail advertisers getting the most bang for their buck? Both broadcast and…

Financial Services Category Report Q2 2021

The pandemic created both historic unemployment and a surplus of funds with commuting and leisure activity at a standstill. How have financial services brands changed their TV advertising strategy in line with consumption patterns? In Q2'21,…

Mid-Year Awards Show Overview

Award show viewing has declined precipitously over the past few years. The majority of award show audiences are heavy linear TV viewers, meaning that these viewers are also reached through other shows and networks, while light and medium linear…

Sportsbook Advertising Analysis Report

With the NFL season in full swing, sportsbook operators are back under the floodlights. Though more focused on NFL audiences, sportsbook operators advertise throughout the year, to reach fans of multiple sports. How can sportsbook advertisers…

Credit Card Category Report Q2 2021

How have credit card advertisers adapted to changes in audience behavior as a result of the pandemic? As spending increased, the credit card category saw a 47% increase in TV ad impressions year-over-year. How do credit card brands optimize…

Halloween Viewing Insights Report

Retail and Toy brands ramp up their advertising in the weeks leading up to Halloween. How does America's spookiest holiday impact TV audience behavior? How do advertisers adapt to changing TV audience trends? Find out in our Halloween Viewing…

Restaurant Category Report Q2 2021

Amidst the pandemic, how can restaurant brands adapt to shifts in audience behavior and TV trends? One of the most hard-hit industries last year, the restaurant industry was forced to pivot and change strategy as pandemic-related restrictions…

Travel Category Report Q2 2021

As consumers embrace travel after a year at home, how do advertising and viewing trends for the travel industry change? One of the most hard-hit industries during the pandemic, the travel industry has bounced back and increased its advertising…

Automotive Category Report Q2 2021

How can auto brands navigate changing consumer behaviors and viewing trends to drive business KPIs with TV advertising? The pandemic affected many categories as consumers’ everyday lives were upended. With quarantines around the country, commuting…

Wireless Category Report Q2 2021

What's new for wireless advertisers? How can brands best navigate shifting audience dynamics? The second quarter of 2021 marked not only an awakening from a year of pandemic quarantining for many Americans, but a reshaping of the competitive…

TV Advertiser Insights: Back to School

With an in-person back-to-school coming right around the corner, we've uncovered some trends in retailer ad-buying behavior. This report analyzes back-to-school TV audiences, where to find them, which retailers have the largest share of the…

TV Audience Insights: Affluent Sports (Golf and Tennis) Viewers

This report analyzes TV viewing behavior for golf and tennis fans. Where else can you pinpoint this audience across the TV universe? Who are the top advertisers for these sports? Discover actionable insights for reaching this highly affluent…

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TV Audience and Brand Insights

Viewer Attention Study: Harnessing the Power of CTV

2023 Holiday Shopping Study

How We Watch: Trends in TV Habits

Enhanced Ads Study

The Big Shift: Wave II Canada

Direct-to-Glass Playbook

The Clear Advantage of Direct-To-Glass Advertising

The Connected Gamer

The Big Shift: Wave II

Game Day and Beyond: The Sports Viewership Study

Awards Show Viewer Study

Enhanced Ads Study

Holiday Shopper Study

Canada CTV Report – The Big Shift

US CTV Report – The Big Shift

UK CTV Report – The Big Shift

Insights Report: FASTs — The TV Viewers’ New Channel Of Choice

Alcoholic Beverage Category Insights Report

Road to the Final Four: Making Moves during March Madness — TV Viewing Insights Report

Get Some Olympic Gold For Your Brand: TV Viewing Insights Report

Christmas/New Year’s Viewing Insights Report

Thanksgiving Viewing Insights Report

From Insights to Action: Retail Brands, Holiday 2021 Report

Financial Services Category Report Q2 2021

Mid-Year Awards Show Overview

Sportsbook Advertising Analysis Report

Credit Card Category Report Q2 2021

Halloween Viewing Insights Report

Restaurant Category Report Q2 2021

Travel Category Report Q2 2021

Automotive Category Report Q2 2021

Wireless Category Report Q2 2021

TV Advertiser Insights: Back to School

TV Audience Insights: Affluent Sports (Golf and Tennis) Viewers

TV Audience Insights: NBA Viewers

TV Ad Insights: Tech Titans and the Pandemic

TV Ad Insights Report for Gaming Brands

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