Addressable has come a long way in the last few years. When industry-initiative-turned-nonprofit Go Addressable first launched in 2021, one-to-one TV ad delivery was just a small portion of overall ...

LG Ad Solutions in partnering with iSpot released a study called "The Efficiency Curve". Among the takeaways is a TV ad strategy using more CTV wand less linear TV will lead to better ad campaign ...

The TV business isn’t just about selling TVs anymore. Companies are increasingly seeing viewers, not TV sets, as their most lucrative asset. Over the past few years, TV makers have seen rising ...

TV ad supply is disappearing. By 2027, US television (linear and streaming combined) could lose up to a quarter of its ad volume, industry analyst Brian Wieser predicted in October. GroupM, Wieser’s ...

The shape of television media is changing, as consumers shift from linear TV to connected TV and the opportunity of TV advertising becomes more addressable. This transition has prompted a debate about ...

After spending much of the year sloping steadily downward from a January peak, TV drug ad spending picked up in a major way last month. The combined outlay for the top 10 brands in October weighed in ...

With linear TV sliding, Audacy is putting numbers behind a simple fix: move a slice of budget into AM/FM and streaming. Even small shifts extend reach, add impressions, and lift efficiency, helping ...

The turmoil in TV and advertising has been reflected in a high level of turnover among top TV ad sales executives, so media buyers will be doing business with a number of new faces in this year’s ...

After a strong start to the year—as evidenced by the nearly 30% year-over-year increase in the top 10 brands’ first-quarter TV drug ad outlay—spending on pharmaceutical commercials has slowed ...