The Media Tipping Point

  • 78 million U.S. households maintained a cable subscription at the start of 2021. At the same time, advertisers could reach more than 84 million households via connected, streaming TV services for the first timeAnd, according to The Trade Desk, and all of us in this business – this trend is not likely to reverse.
  • OTT / CTV outpaced all other media in 2020 (which is not a surprise to anyone) and the projected cord cutting for 35+ in 2021 is something that can not be ignored.
  • That being said, campaigns targeting 65+ DTC products and services outperformed linear TV in some cases. This is a huge finding for companies targeting 65+ and should be a strong consideration to augment the linear workhorse.
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