Alert
Upgrade to PRO+
PRO+ subscribers get unlimited access to EMARKETER charts and data. Utilize our vast library of charts to validate strategic ideas and establish thought leadership via internal and external presentations.
Upgrade to PRO+
PRO+ subscribers get unlimited access to EMARKETER charts and data. Utilize our vast library of charts to validate strategic ideas and establish thought leadership via internal and external presentations.
Request successfully sent
Thank you. A member of our team will reach out shortly.
If you need immediate assistance, email us at sales@emarketer.com
December 15, 2020
Reasons US Agencies and Brand Marketers Are Shifting Linear TV Budget to OTT/Connected TV (CTV) in 2021, Nov 2020 (% of respondents)
Note
Respondents were asked, "Why are you shifting budget from Linear TV to OTT/CTV? Select up to 3 options." Data was provided to eMarketer by Interactive Advertising Bureau.Methodology
Data is from the December 2020 Interactive Advertising Bureau (IAB) "2021 Marketplace Outlook Survey Results." 266 brand marketers and agencies were surveyed during November 12-30, 2020. Respondents include media planners, media buyers, and marketers who have purview into US ad spending and revenues in 2020. Respondents were from agencies (51%), brands (37%) or other companies (12%) from leading verticals that include financial services (28%), CPG/food and beverage (25%), health/healthcare (23%), automotive (22%), and travel/tourism (20%).Chart Title
Reasons US Agencies and Brand Marketers Are Shifting Linear TV Budget to OTT/Connected TV (CTV) in 2021, Nov 2020 (% of respondents)Publication Date
December 15, 2020