A study conducted by Spectrum Reach and EMARKETER surveying 239 ad buyers indicates that MVPD-based campaigns provide 2.5 times the sustained reach of programmatic CTV. The findings highlight a growing industry demand for deterministic data, improved transparency, and better frequency management in CTV advertising.
The immediate implication is a shift in buyer preference toward deterministic data sets that solve for frequency management and transparency. As the streaming ecosystem matures, the reliance on fragmented programmatic signals is creating an aspiration gap where buyers demand better proof of incrementality than current DSP paths provide. This study suggests that MVPDs are leveraging their direct billing relationships to offer the household-level precision that third-party programmatic platforms struggle to replicate. Watch for whether programmatic platforms integrate more direct MVPD data feeds to close this 37-point reach gap.
Advertisers are increasingly scrutinizing live sports streaming investment as they seek to balance reach with the high costs of premium inventory. Meanwhile, CTV ad inventory mislabelling continues to complicate budget allocation for those moving away from traditional linear buys, a trend further exacerbated by heavy commercial time that impacts viewer engagement.
A study by Spectrum Reach and EMARKETER found that MVPDs deliver 61% reach compared to 24% for programmatic CTV. By leveraging deterministic data from broadband providers, MVPDs provide 2.5 times the sustained audience delivery. This matters because advertisers are increasingly prioritizing household-level precision and transparency over fragmented programmatic signals.
According to the study, MVPD-based campaigns achieved 61% reach, while programmatic paths reached 24% over a 90-day period.
Ad buyers are seeking deterministic data to solve challenges with frequency management, transparency, and proving incremental lift, which are difficult to achieve through standard programmatic DSP paths.
Yes, the research indicates that ad buyers are willing to pay a 10% premium for data that increases publisher efficiency by 20%.
Over 50% of DSP-path buyers identified proving incremental lift as a primary challenge in their advertising campaigns.
Add StreamingMeme as a preferred source on Google to see more of our streaming news at the top of your Search results.
Add as preferred source
